Sportringen, the Swedish voluntary sporting goods chain, is in a growth phase. Since January, seven stores have joined it and there are more deals in the works. One store planned to open this fall will be located in the Norwegian ski resort town of Trysil, near the border with Sweden. Quoting Sportringen's chief executive, Thomas Wallhager, the Swedish Sportfack magazine notes that cross-border shopping is on the rise, due most likely to a weaker Norwegian currency. Sportringen's strategy is to adapt shops to their local markets. Therefore, many stores cater for niche consumption in such sectors as hunting, outdoor gear, hockey or football. In other locations, a broader product assortment is offered, resembling a more traditional sporting goods store. Sportringen, which was formerly a part of Team Sportia, consists of 64 stores that benefit from large joint purchases. The retailers are free to choose their own product assortments.

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