XXL plans new store in Hämeenlinna

XXL is planning to open a new store in Hämeenlinna during 2027. The store will be located in the established Tiiriö retail area, in a property acquired by XXL’s owner, Frasers Group, in September 2026. The planned premises will comprise up to approximately 2,800 square metres. The opening marks a further step in XXL’s work to strengthen and develop its physical store network across the Nordics. The company is investing selectively in locations where it sees a strong customer base, good accessibility and the right long-term commercial conditions.

“Hämeenlinna is a strong regional market, and Tiiriö offers the accessibility, customer reach and retail environment we look for. We see this as a carefully selected, long-term investment in Finland,” says Nick Fox, CEO of XXL.

Creating local opportunities

The new store is expected to employ between 30 and 40 people, who will be recruited locally. Recruitment will begin closer to the opening, with further information to be published through XXL’s recruitment channels. The store is being planned with a particular focus on families and customers interested in outdoor activities. It will offer a broad selection across sport, outdoor life, footwear, apparel, training and seasonal activities, combining leading international brands with accessible alternatives and products from XXL’s own brands.

“Physical stores remain central to XXL. They allow customers to see and compare products, receive advice from our colleagues and experience the breadth of our assortment. This investment is also about creating local opportunities, and we look forward to recruiting a strong team from Hämeenlinna and the surrounding area,” says Nick Fox.

Continued investment in physical retail

XXL is undertaking a broader programme to optimise and renew its Nordic store portfolio. This includes selected openings and relocations, renegotiated lease agreements, store upgrades, improved layouts and more locally relevant assortments. With the support and retail expertise of Frasers Group, XXL is continuing to identify opportunities where physical stores can support strong customer experiences and profitable growth.

“Finland is an important market for XXL, and this planned opening underlines our long-term commitment. Our approach is not to grow for the sake of growth, but to invest in the right locations, with the right format and the right conditions for long-term success,” says Nick Fox.

The Hämeenlinna store is currently planned to open during 2027. The final opening date and further information about the store will be communicated when confirmed.

Facts about the planned XXL Hämeenlinna store

• Location: Tiiriö retail area, Hämeenlinna, Finland
• Property owner: Frasers Group
• Planned retail area: Up to approximately 2,800 square metres
• Primary target groups: Families and outdoor enthusiasts
• Planned opening: During 2027, subject to final confirmation
• Assortment: Sport, outdoor, running, cycling, winter sports, swimming, footwear, apparel, training and seasonal categories