Sportmaster still far from profitable

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Danish sportschain Sportmaster reports an improved result and sales for 2014, but still a 43.1 million DKK loss.

The ongoing transformation of Sportmaster from independent merchants to a centrally owned retailer affects the result negative according to the annual report.

The process started as Nordic Capital stepped in in 2012.

Online sales on is increasing, especially after the acquisition of, but the operations are not living up to expectations, says the report. But 2015 should be better.

”We expect more footfall and the industry to become more disciplined when it comes to campaigns,” says the report.