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XXL to enter Austria next year

XXL is ready for new markets.
Most likely with an establishment in Austria next year.
But the sporting goods chain also looks at full coverage in the Nordic region.
“XXL has mapped the Danish market,” says CEO Fredrik Steenbuch.

Dagens Næringsliv has interviewed the XXL President Steenbuch for the forthcoming Financial Report on Friday, but also by the fact the sports chain recently searched Marketing Director for the Nordic region – and Europe.
And it is now aiming for Austria and then Switzerland and southern Germany.
“The market situation makes Austria stand out as the most favorable country for us.”
The reason is that Sports Direct entered Austria in 2013 and took over the EAG-chain.
“Sports Direct has tried to sell their own branded products in Austria. It opens up for our concept of strong price pressure on branded products. Thank you for that, “says Fredrik Steenbuch to Dagens Naeringsliv.
Although consumption may develop worse in Europe, he believes that consumers are becoming more price conscious and that fits XXL’s concept
Fredrik Steenbuch has previously said that XXL will not invest in Denmark, but now it sounds different.
“XXI has mapped the Danish market, more than that I would not say at the moment,” he says.

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