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Press Release   •   Nov 10, 2016 12:14 GMT

Mikael Westerbäck, the Swedish Pro Athlete. Photo: SuperStudio, Robert Elmengård

The Swedish sports brand that develops, designs and market performance products has already made a mark for itself in running, handball, squash and floorball. By adding the volleying game of Badminton Salming utilises the product synergy made possible by the strong momentum of their performance indoor footwear range and relentless quest of developing gear that provides a real benefit for the athlete. The site is already up and running. Actually, Salming indoor shoes were already used in the Olympics for badminton in Rio and there are already several Pro players using the shoe and apparel line.

Thomas Nord, Head of Design and Creative Director at Salming Sports AB:
”Our approach and chosen position of developing no nonsense products for no nonsense people in combination with our strong co-operations such as the PSA in squash and lately the EHF in handball - has indeed made a global impact and we have been approached by badminton athletes and retailers from all over the world asking for our shoes and pushing us to enter the volleying game” says Thomas and continues ”Since the badminton market is set up pretty much the same way as squash, with racket specialist retail, we have been able to utilise our already existing partner and distributor setup - making it possible for us to hit the ground running”

Tomas Solin, CEO at Salming Sports AB:
”Entering badminton is by all means a strategic choice, it is one of the top 3 sports in the world (According to the BWF the second most popular sport after soccer), more than 600 million households was covered by the broadcast of the BWF World Superseries in 2015” says Tomas and continues ”The second most important aspect for Salming is the geographical one – besides being an established and important sport across the European continent, badminton will also be an important piece in the puzzle in creating a solid platform for Salming in Asia, strengthening the already established business setup in Japan, China, South Korea, Singapore, Malaysia and Indonesia”

Photo: SuperStudio, Robert Elmengård

Salming Sports AB

Salming Sports AB is a Swedish sporting goods company designing, developing and marketing high quality products for the Running, Handball, Floorball, Squash and Badminton markets under its Salming brand. The company has its head-office in Sisjön, Gothenburg on the west coast of Sweden.

In addition to producing first in class products Salming is committed to helping athletes improve and has developed and patented one of the most advance running analysis centers in the world. Salming RunLAB’s are currently located in Gothenburg, Stockholm and Zürich.

The company’s Swedish wholesale partners include sporting goods retailers: Intersport, Stadium, Team Sportia, XXL and specialty retailers such as Runners Store, Klubbhuset and Assist. Salming Sports AB also exports products to some 60 countries and has its own subsidiaries in key markets such as Germany and the United States.

Salming Sports AB also sells directly to consumers through the Salming Concept Stores in Askim, Gothenburg and Kungsgatan 19 in Stockholm and through multiple e-commerce sites, including their own e-commerce.

20 + employees, excluding retail personnel

Established 1991

Approximately 150MSEK revenue

Management: Tomas Solin Managing Director, Thomas Nord Head of Design & Creative Director

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