Sport 1 Gruppen, the third-largest sporting goods retailer in Norway, has entered into an agreement to acquire 70 percent of the shares in Mobo Sport Holding, which owns the sporting goods retailers Anton Sport and Sportsnett.
The Sport 1 chain will maintain its technical position. Anton Sport, which has been a leader in high-end sports fashion, will continue to focus on the Greater Oslo market. All its stores will appear the same as before, but inside, Anton Sport will gradually introduce parts of the Sport 1 range that seem to be right for Anton Sport and its customers.
Bjørn Rune Gjelsten, chairman and majority shareholder of Sport 1 Gruppen, expressed confidence in an interview with Sportfack magazine that Sport 1 can help strengthen Anton Sport's market position and become even more efficient in the operation of stores. He also said that one of the main reasons for the acquisition was to secure retail space in the Oslo area. The acquisition is described as a win-win situation: Anton Sport gets a good partner for procurement, concept development, assortment and logistics, while Sport1 consolidates its position as a specialist in sports throughout the greater Oslo area.
