XXL:s new Stockholm city-store

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XXL is in town.

The sports chain opened up the doors to their first Swedish high street location on Wednesday – on a hotspot in Stockholm.

On Hamngatan, between Gallerian and NK, where 75 000 pedestrians pass by every day.

Some of them got home with a bike after visiting the XXL-store.

”We had to stretch our concept here. Some products, like canoes and training equipment  is not available.

The store is located on the upper floor, the ground floor contains the checkout area and a ”problem-area” next to the entrance.

”We’ve got some kind of showroom. As a true retailer this is unnecessary space. But in the city you can’t really get exactly what you want”, says Sweden manager Marcus Wibergh.

”It’s very important that costumers do not feel any resistance getting in here.”

”And this is not a marketing object – all our stores must deliver a profit. I hope this one will do so in two or three years., says Marcus Wibergh.

Bicycles, training equipment and weapons was carried down the escalator.

We followed the queue through the whole store with the camera.