Sportamore is launching a new business model and technical platform, involving Adidas as its first strategic partner. The idea behind the Swedish online sports retailer's new platform is to enable suppliers to sell and deliver goods directly from their own warehouse to consumers via Sportamore's customer interface, starting with a handful of suppliers. Sportamore explains that the new strategy will give customers access to a broader range of products than before. The model is meant to complement its existing business, while reducing relative capital requirements.

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