Usports, a new Swedish chain of sporting goods stores, plans to open its first outlet next autumn at Stora Bernstorp outside Malmö. According to Sportfack, 20 Usports superstores are to be established across Sweden – each averaging 3,000 square meters and featuring six sections: team and racquet sports, fitness and running, outdoor, cycling and winter sports, leisure, and junior. A big focus will be on the outdoor section, which will also include mountain biking, fishing, golf, equestrian sports and hunting. A total of 60 sports will be represented and only established brands will be available. E-commerce is also planned for the future. The new project is steered by three people who have no background in the sporting goods sector. Jonas Engwall, founder of Skruf Snus and other operations, is the owner and chairman of Usports. A business strategist, Kristoffer Ekelund, is chief executive. A Swedish businessman, Anders Danielsson, is vice president.

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