INTERSPORT Sweden and INTERSPORT Denmark Unite – Strengthening Their Nordic Presence

INTERSPORT Sweden and INTERSPORT Denmark are taking a significant strategic step forward by joining forces. A new joint structure strengthens INTERSPORT’s position in the Nordic market and enables greater economies of scale, an enhanced customer experience, and a more sustainable and efficient business model.

To lead the joint organisation, Pontus Petersson – currently CEO of INTERSPORT Sweden – will assume the role of CEO and Group President for the combined operations in Sweden and Denmark.

Through closer collaboration in areas such as assortment, purchasing, logistics, and digital development, INTERSPORT is well-positioned to meet future demands and to evolve into the most inspiring sports destination in the Nordic region. Local presence in both Sweden and Denmark remains a priority, with continued focus on addressing the specific needs of customers in each country.

“By combining our strengths and experience, we can further develop a stronger sports destination in the Nordics,” says Pontus Petersson, CEO of INTERSPORT Sweden. “This merger is part of our continued growth strategy and lays the foundation for even stronger collaboration with our brand partners and an even more inspiring and dynamic workplace for our passionate employees.”

After the merger, Intersport in Sweden and Denmark will have a turnover of approximately 325 mEUR and around 2,200 employees across 156 stores in the two countries. At the same time, INTERSPORT will partner more than 1,850 sports clubs across Sweden and Denmark.

“This is a fantastic opportunity for us to grow together and leverage each other’s strengths,” says Peter Lau Larsen, CEO of INTERSPORT Denmark. “We look forward to working even more closely with our Swedish colleagues to create a stronger and more relevant experience for Danish customers.”

“This is very positive news for our group,” says Corinne Gensollen, Chair of the Board at INTERSPORT International Corporation. “By bringing together INTERSPORT Sweden and INTERSPORT Denmark, we strengthen our position and improve our ability to grow the brand in a more profitable and sustainable way.”

The merger is part of INTERSPORT’s long-term strategy to develop the brand, meet future challenges, and create lasting value for customers, employees, and partners within the sports industry.

With a strong Nordic footprint, continued investment in digital development, and a solid local commitment in both countries, INTERSPORT is now taking the next step towards building the sports destination of the future – where customer experience, community, and the joy of movement are always at the center.

For further information, please contact:

Glenda Marevind
Chief Marketing Officer