The move aims to speed up decision-making and enable closer, more efficient cooperation with suppliers and stores.
SGN Group, the Finnish family-owned conglomerate founded in 1933, is merging its Swedish and Finnish sporting goods retail operations into a single organization: SGN Sport Nordic. The new structure brings 252 stores across the two countries under one management umbrella, uniting businesses that have operated separately within the group for years.
The new entity combines 223 Swedish stores, operating under the Team Sportia and Sportringen banners along with independently affiliated buying members, with 29 Finnish stores trading as Team Sportia and Sportia. Together, the network generated SEK 3.7 billion (approx. €335m) in turnover in 2025.
Until now, the Swedish and Finnish businesses ran as separate national units, each with its own service office, internal processes, and supplier negotiations. Bringing them together increases combined business volumes and creates a common platform for closer cooperation with suppliers and member stores, according to the company.
SGN Sport Nordic will be based in Sweden, with a service office in Mölndal. Lars Palmgren has been named CEO of the new organization. Finland will keep dedicated local resources in place to preserve market knowledge and supplier relationships in the country.
According to the press release, Palmgren framed the merger as a way for the group to act faster, make better decisions, and create more value for member stores and suppliers.
The group also plans a joint Nordic trade event, SportExpo, that will bring retailers and suppliers from both markets together to develop the business.
