Customer Story Sport Holding

Sport Holding & Omnium

How Norway’s largest sports retailer unified commerce across brands, stores, and channels with Omnium

Sport Holding is Norway’s largest sports retailer and the company behind well-known brands such as Sport 1, Intersport, Anton Sport and Löplabbet. With more than 350 stores nationwide and a mix of franchise-owned and centrally owned locations, the group operates one of the most complex retail structures in the Nordic market.

Following a major merger and years of acquisitions, that complexity extended into their technology landscape. To support continued growth and create a scalable foundation for omnichannel commerce, Sport Holding chose Omnium as the operational backbone across brands and channels.

Where They Started

Before the transformation, Sport Holding operated with a highly fragmented setup. Each brand had its own e-commerce platform, POS system, PIM, and way of working. This resulted in multiple agencies, duplicated development efforts, and limited visibility across channels.

The setup also struggled to scale. Seasonal peaks like Black Week and Christmas required constant monitoring, and performance issues were common. Store inventory was largely unavailable online, limiting sales opportunities and making it difficult to fully leverage their physical store network.

After the merger, it became clear that complexity was not going away - and that a unified commerce foundation was needed to move forward.

The Challenge

Sport Holding needed to support a retail model built around multiple brands, hundreds of fulfillment locations, and different ownership structures - while still delivering a consistent customer experience across channels.

They required centralized order orchestration, real-time visibility into both warehouse and store inventory, and support for multiple fulfillment flows including click & collect and ship-from-store. At the same time, payment flows had to align with franchise economics, and the platform needed to remain stable through significant seasonal spikes.

They were not looking to simplify the business. They were looking to gain control of it.

Why Omnium

Sport Holding chose Omnium to act as the central hub for their commerce operations across brands, channels, and stores.

Omnium provides a unified operational platform where orders, inventory, and fulfillment logic can be handled consistently across brands and channels. This creates shared visibility for customer service, stores, and headquarters, while enabling omnichannel flows such as click & collect and ship-from-store.

Omnium also enables store-driven e-commerce at scale. Orders can be allocated to local stores based on defined rules, activating distributed inventory online while maintaining centralized control.

Rather than reducing complexity, the platform makes it manageable.

The Solution

Sport Holding rebuilt its commerce architecture using a composable setup with Omnium at the center, integrated with Sanity, Bluestone, EG Retail, Dintero, and their custom warehouse systems.

Today, multiple storefronts are powered by the same central Omnium hub. All orders - whether placed online or fulfilled in-store - are orchestrated through the same operational backbone. Customer service works from one interface across brands, finance has full transaction traceability, and stores can pick and fulfill orders directly when allocated.

A key enabler is the integration between Omnium and Dintero, supporting a split payout model designed for franchise retail. Payments are authorized centrally at checkout, allocated through Omnium, and captured directly by the fulfilling store. This aligns operational responsibility with financial settlement without adding administrative friction.

Store inventory is now fully available online. For Löplabbet, this has been especially impactful - limited edition products and full size ranges distributed across stores can now be sold online regardless of location. What was previously locked in local inventory is now part of the total online assortment.

The Results

With Omnium in place, Sport Holding has achieved:

One unified commerce backbone powering multiple brands and 350+ stores
Full activation of store inventory online, increasing sell-through
Greater stability and scalability during seasonal traffic and order peaks
Reduced technical and operational complexity across systems and teams
Stronger alignment between central e-commerce and local franchise stores

Most importantly, Sport Holding has built a flexible commerce foundation designed to support continued growth - across brands, channels, and markets.