Norway sports retailers face declining profitability

A recent analysis by NHO Service og Handel reveals that only 61 percent of sports retailers in Norway recorded a profit last year, a significant decline from the 81 percent profitability rate seen in 2021 during the pandemic.

The industry is facing intense competition and low profitability, particularly from online retailers competing heavily on price. While overall revenue and profitability in the sector are showing signs of upward movement, the benefits are not being distributed equally across all businesses.

Milrab, a Norwegian sports company, has been heavily impacted by the post-pandemic market. After experiencing significant losses totaling 118 million NOK between 2022 and 2025, the company was sold to the Swedish firm Widforss at the end of 2024. Milrab CEO Mikael Nilsson attributed the company's struggles to excessive inventory and investments made during the pandemic-driven boom.