After a slight decline in revenues between 2010 and 2011, the Norwegian sporting goods retail sector recovered and set a new record in 2012. According to an annual survey conducted by the country's sporting goods industry association, Sportbransjen, which does not use our parameters for the definition of the market, Norwegian sporting goods retailers booked total sales of NOK 11.7 billion (€1.66bn-$2.06bn) before VAT last year, up 2.3 percent from 2011.
Among the major retail chains, XXL grew the most in 2012 with a 16.5 percent increase in sales, giving it a market share of 20 percent based on Sportbransjen's definition of market size. Its main competitor Gresvig, remained the market leader with an overall market share of 35 percent through its various chains, but while its G-Sport and G-Max stores raised their sales by 0.6 percent, those of its Intersport stores. Sales grew by 3.4 percent at Sport 1 and by 2.5 percent at Stadion, but declined by 3.1 percent at MX-Sport, the local partner of Sport 2000 International.
The market has grown by 80 percent in the past decade in Norway, but it continues to be very weather-dependent. The cold and the snow came relatively early at the end of last year, ensuring strong results for the 4th quarter. Footwear, outerwear and skiing were among the product categories that increased the most, while sales of swimwear and other summer products declined due to a summer with a lot of rain.
According to Bård Kristiansen, chief executive of Sportbransjen, Norwegians are setting higher and higher standards for sports equipment and are genuinely concerned with having the proper equipment for physical activities. At the same time he believes that, overall, more Norwegians are concerned about the joy and health benefits of physical activity, whether it takes place indoors or outdoors.
