Stadium plans to grow significantly in the next five years, but mainly outside of Sweden, partly in Germany. In an interview with a Swedish newspaper, Dagens Industri, Stadium's new chief executive, Karl Eklöf, said the goal is to grow from the present annual level of about 5.1 billion Swedish kronor (€555.7m-$629.6m) to SEK 7.5 billion (€817.1m-$925.8m) by 2020. Stadium has just opened its third store in Hamburg, but does not expect to turn a profit in Germany for a while. Right now the focus is to work on brand awareness and customize the product range for the German market.

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