2XU establishes Nordic subsidiary in Oslo
28/03/2018
The subsidiary takes over management of the Nordic region from 2XU’s previous distribution partner, Enjoy Sport AS.
The new division will have its headquarters in Oslo, Norway, with regional offices in Sweden, Finland and Denmark. It will be led by general manager Ellen Sørum, who joins 2XU following eight years with outdoor brand Bergans of Norway.
The chief executive of 2XU, Paul Higgins, described this development as a “significant milestone” in the brand’s history.
He explained: “The demand for premium sportswear is very strong in the Nordic market, driven by consumers’ active lifestyles and appreciation of quality brands. 2XU is enjoying incredible global growth and now is the right time to bring the operation of such a key region in-house.”
2XU currently operates two Nordic outlets, in Vestby, Norway and in Gothenburg, Sweden. Its products are also available to Nordic consumers via its own ecommerce platform and through its sports retail partners in the region.
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