An open-plan solution has been created between the two floors. Photo: Gjermund Holt
The worlds largest soccer store
is in Oslo
By Nils Vanebo
This spring, Torshov Sport opened its new soccer store at its “home ground” at Torshov in Oslo. Customer response has been good and our suppliers are impressed.
Torshov Sport in Oslo is the largest store in the world solely dedicated to soccer. “We have been in Rio, London, Amsterdam and Berlin and nowhere in the world will you find a soccer store that comes close to ours,” asserts General Manager,
The soccer store that comes closest to Torshov Sport’s flagship store in Oslo is in Berlin and is around 1,000 m², 150 m² smaller than the store
Turnover at the Torshov store after the opening has increased. The online store is also doing well. Terje Laurendz is not prepared to disclose precise figures but reveals that the store’s growth is higher than average in the sector.
Torshov Sport’s main competitors are Unisport and the English company Pro:Direct Soccer.
“As our competitors are primarily foreign companies, we have received some SkatteFUNN support to develop our web solution,”
He feels that the company is well represented in Norway with 16 stores from Fredrikstad to Tromsø. As well as the store in Oslo, they have also expanded the store in Bergen, and will do the same in Drammen.
The chain is not represented in the Trøndelag counties or Stavanger. However, it does have collaborating partners.
Wants to expand into Sweden
Torshov Sport is also planning to establish outlets in Sweden.
“Yes, this is an ambitious goal of ours, but we have a job to do first. It is unlikely that we will open before next year,” says Laurendz.
He acknowledges that the Swedish market is demanding and that several international chains have been stung by moving too fast.
By becoming established in Sweden, suppliers will regard Torshov Sport as an international player, which will attract slightly more favorable conditions.
This is because suppliers distinguish between international and national launches. Establishing Torshov Sport in Sweden will be conducted in collaboration with its suppliers.
Terje Laurendz was very pleased that at the opening of the new store, Adidas’ head of Northern Europe presented them with a golden boot because they had the greatest soccer store in the world.
Stian Filtvedt at Adidas congratulated Terje and his team and is impressed with the store:
“Adidas and Torshov Sport have enjoyed a long and fruitful collaboration and we are both proud and happy to be so well represented in the country's newest and largest soccer retail outlet. We look forward to a continuing strong collaboration and, not least, are
excited about how, together, we can utilize the new pitch for courses, promotions and other activities,” he said.
“With this store, Torshov Sport is setting a completely new standard for the retail sector. This is a concept that displays our goods in a way that no other store has previously managed,” said Krister Gundersen at Nike.
Nicholas Talliadoros at Nike Retail Brand Northern Europe simply stated:
“This is the best soccer store in Western Europe.
Jarle Finnestrand, General Manager at Puma, was also very impressed with the new store:
“Quite simply, a fantastic store! Torshov Sport has managed to create a candy store for people of all ages. Not just for those of us interested in soccer, but also for the entire Norwegian sports industry. Any soccer equipment you don’t find here is not worth looking for".