XXL believes that the extension is an important signal from their new owner, Fraser’s Group, who took ower the majority ownership of XXL in May 2025.
Norwegian sports and outdoor chain XXL has signed a renewed agreement with Svenska Handelsfastigheter, Sweden’s largest commercial real estate company. The agreement covers lease extensions for XXL department stores in Bromma, Uppsala, Norrköping, Sundsvall, and Gävle and marks a strengthened long-term partnership between the two companies.
XXL has had a turbulent time over the last year, as SGIE has reported continuously, culminating in May 2025 when Fraser’s Group finally took over the ownership of the chain and XXL’s CEO had to leave.
This is the first news from XXL in over three months after the Fraser’s takeover. XXL believes that the extension is an important signal from their new owner. The renewed agreements also signal Fraser’s Group’s confidence in the Swedish sports retail market, says Fraser’s spokesperson.
“This step demonstrates Fraser’s Group’s long-term commitment to Sweden and XXL’s continued growth in the Nordic region,” says James France, Chief Acquisitions Officer at Fraser’s Group. The collaboration with Svenska Handelsfastigheter shows how the right landlord partnership can create real results. Those who choose not to engage with us risk missing out on the opportunities that a collaborative and long-term approach can provide.”
XXL has worked intensively with its physical retail operations in recent years. It has moved to smaller premises, relocated in several locations, renegotiated numerous leases with various landlords, and also redesigned the interior and customer experience in its stores. All of this is an important piece of the puzzle in achieving profitability in its offering.
“We have recently extended several leases with our important partner, Svenska Handelsfastigheter,” says Dawid Gosciniak, COO at XXL, who joined after Fraser’s acquisition. “Our landlord has supported XXL during important and exciting periods for our company and acted as a key partner in the business. We now look forward to strong, long-term, and profitable operations in the locations provided by Svenska Handelsfastigheter. We aim to further develop our stores and strengthen our partnership in the coming years.”
