Assist expands physical retail presence following Innebandy24 merger

Following the merger of niche floorball retailers Innebandy24 and Assist, the companies have announced a new strategic direction. Innebandy24 will transition into a dedicated e-commerce entity, while the Assist brand will assume responsibility for physical retail locations and club sales. Existing Stockholm-based stores are expected to eventually operate under the Assist name.

As part of a physical expansion into northern Sweden, a new 200-square-meter Assist store is scheduled to open on Kolvägen in Sundsvall in late August. This marks the company's third physical location. The merger aims to combine Innebandy24's e-commerce expertise with Assist's long-standing experience in physical retail and teamwear sales since 2001.