In a counterpoint to XXL Sport, the Norwegian sports retailer that is operating in Denmark only through a web store, Magasin du Nord, the Danish department store, is reaching out to Swedish customers with a new online store that opened earlier this month. Magasin once had a Swedish branch store on Adelgatan in the middle of Malmö which opened in 1911. Magasin currently has seven stores in Denmark. The flagship store at Kongens Nytorv in Copenhagen has a large Sportmaster store on the first floor that allows customers to take a running test.