The Swedish coastal town of Halmstad is busy changing sports shop banners. It has been nine months since Intersport closed its unprofitable store. Now, the chain has reconsidered and opened in the Flygstaden shopping center just outside the city, next door to Sweden’s largest grocery chain, ICA Maxi.
The new store, with an area of just over 1,100 square meters, will try to adapt to local needs and wishes. Halmstad is a fairly strong sports town, with, among other things, Halmstad BK playing in the highest series in football on the men’s side. In the future, Intersport Halmstad would like to partner with local associations and help strengthen the sports movement in the area, the company writes. Staff recruitment is already underway.
Interport Sweden has recently got a new ownership with 110 people, with no one being a clear majority owner, after the equity firm Adelis left the company.
Competition in the area is quite strong despite Halmstad being a small town with about 70,000 inhabitants. Halmstad is already home to XXL,Stadium, Stadium Outlet, Sportson, Sportringen and Naturkompaniet. Earlier this year, Team Sportia, part of the SGN Sport Group, shuttered its store in the premises that Intersport has now moved into.
