Stockholm-based group WeSports, through its subsidiary Vartex – a Nordic provider of fitness equipment and services – announced today that it has completed the full acquisition of the Swedish fitness and sporting goods company Kraftmark. WeSports acquired the Kraftmark brand and its trademarks in October 2022. When Kraftmark’s Swedish distribution company filed for bankruptcy earlier this month, WeSports acquired all remaining assets and distribution agreements. Kraftmark will be incorporated into WeSports’ fitness segment, significantly expanding the group’s fitness brand and concept offerings. In particular, WeSports sees significant synergies between Kraftmark and Vartex’s leading Master Fitness brand. Some synergies have already been realized, including a new warehouse facility and a completely new e-commerce platform for Kraftmark. Further geographic expansion to all Nordic countries is expected soon. All Kraftmark sales staff have joined the newly merged Kraftmark-Vartex sales organization, so there will be no interruption in deliveries and service to old and new customers. WeSports is also investing heavily in improving its customer offering and service to individual boutique gyms and gym chains.

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