Stadium, the Swedish sporting goods retailer, has decided to close the Stadium Pulse concept store that it opened only recently at the Mall of Scandinavia, located just outside of Stockholm. The store is now heavily discounting its stock. The reasons given for the phaseout are that the new concept simply has not delivered as expected due to a difficult market situation. A regular Stadium store, only a few meters away at the same mall, is doing very well and already meets the demands of most customers. Stadium has decided to keep its second Stadium Pulse store, located on the popular shopping street Kungsgatan in Stockholm, where the consumer response has been more favorable.

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