The Täby opening marks the start of a store network overhaul for the Swedish sporting goods chain, with a new format built around Football experience, expanded footwear services and a revamped visual identity.
Stadium has opened its first store built entirely around a new retail concept in Täby, just north of Stockholm, Sweden, as part of a broader effort to reinvent its physical presence across the Nordic sporting goods market.
The approximately 2,000-square-meter store, which opened March 26, was developed by a cross-functional team spanning design, store development, customer experience and visual merchandising. According to the company, the Täby location will serve as the reference format for Stadium’s future store openings and refurbishments.
Täby positions Stadium in the physical retail experience race
The redesigned format reconfigures floor plans, placing the checkout centrally to improve navigation and staff visibility, with a fitting room lounge positioned behind it to create a calmer service zone. Visual identity has been overhauled across the store, incorporating larger sport photography, typographic sport references and shadow installations using net walls. Stadium’s longstanding orange color is amplified in the new design – most visibly in an orange running track at the store entrance.
Football anchors the new experience strategy
The Football category occupies a dedicated zone with a boot-testing surface, a ball wall and an in-store print station. The store also offers free boot steaming – a heat-molding service that shapes footwear to the customer’s foot – which Stadium says is unique to it across the Nordic region. The footwear department has been similarly upgraded with a service station, foot scanner, run lab and an in-store reservation function, alongside impregnation services.
Physical retail’s answer to online is more service, not simply more space
The Täby opening reflects a wider trend among sporting goods retailers to differentiate the in-store experience from the ease of online purchasing. A format we have been tracking closely at SGI Europe, Sport 2000’s Home of Experts positions affiliated independent retailers around category depth and specialist service – and pursues the same logic. Across the category, the competitive response to digital convenience is converging on service and expertise rather than product breadth alone.
Stadium has not disclosed investment figures or a timeline for extending the new concept across its broader store network.
About Stadium
Stadium is Sweden’s largest sporting goods and sportswear retail chain, founded in 1987 and headquartered in Norrköping. Operating under the Stadium and Stadium Outlet formats, the company runs around 190 stores across Sweden, Finland and Norway. It is privately held and owned by the Eklöf family, employing close to 3,000 people.
The group also includes Stadium Sports Camp (svb), founded in 1995, which it says has engaged more than 100,000 children and young people and donated more than SEK 65 million to Sweden’s sports community. In FY 2021/22, Stadium reported revenue of approximately SEK 7.1 billion, excluding VAT. Stadium’s stated vision is to “activate the world” by inspiring an active lifestyle for everyone.
