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148 pages thick. Packed with 700 articles. In August it landed in over 200 000 Swedish letterboxes. Stadium’s first product catalogue.


“The catalogue is a quality product all the way through. There isn’t any equivalent in the Nordic sports retail industry today.”

Kristian Lundman, media manager at Stadium

“A printed catalogue has advantages and features that we can’t achieve through our other channels. Here we can display our entire range and clearly live up to our motto: ‘Everyone should be able to afford an active life’,” says Kristian Lundman, Stadium’s media manager.


Up until now the market communication of this sports retail giant founded in Norrköping has been via the daily press, TV and online. The idea of a product catalogue has been on the cards for a few years but it was not until early 2011 that the project was launched. Six months later, the catalogue was ready to send out. It was distributed as unaddressed direct mail to all households in five selected towns: Linköping, Örebro, Uppsala, Karlstad and Sundsvall.


Media manager Kristian Lundman describes the initiative as a major success.

“A catalogue has a considerably longer ʻlifetime’ because people keep it in their homes for longer. People take their time to read it in peace.”

The effects have not yet been fully evaluated but it is already clear that the results exceeded expectations. Stadium saw a significant increase in in-store sales in the towns where the catalogue was distributed on a trial basis, while the hit rate and sales at stadium.se increased in the same towns.


The paper was chosen with great care. Both the cover and the inside pages come from Holmen. The cover is 180 gram Invercote with light glossiness while the inside pages are 52 gram Holmen XLNT 75 which is a matte paper with high bulk and good readability.

“We hit precisely the feeling we wanted to achieve – that everyone should be able to afford an active life. The catalogue is a quality product all the way through with good image and colour reproduction. There isn’t any equivalent in the Nordic sports retail industry today,” says Kristian who was deeply involved in the choice of paper himself.


The first results thus indicate that the catalogue test run was a success but Stadium has not yet decided whether the initiative will continue.

“This was a test. It will be evaluated on sales, traffic in store and activity at stadium.se. We are also carrying out Sifo market research in the towns concerned to study how customers view Stadium after the mailing. Once we have gained a sufficiently clear picture of the results, we will decide whether to roll out the product catalogue in more towns and possibly also in Denmark and Finland.” 


Tommy Wiksand, sales and development director at Holmen Paper, is delighted that Stadium chose to invest in print. He is also not surprised by the increase in traffic in the stores and on the website.

“We know from experience that this is often the case. After all, that is the job of a catalogue,” says Tommy Wiksand, adding that Holmen VIEW is the paper that is in most demand for catalogues.

“Product catalogues will be an increasingly important segment for us. We are seeing clear signals of interest from customers. Travel agencies, DIY companies and Business to Business have chosen VIEW because they get the feel they want, while the paper’s lower grammage brings down the total cost.”


Text: Peter Ström


Facts, Stadium:

Founded by Ulf and Bo Eklöf in 1974 when they took over Spiralen Sport in Norrköping. In 1987 the first store opened on Sergelgatan in Stockholm. Today Stadium has 114 shops and 3 000 employees in Sweden, Finland and Denmark. The special concepts Stadium Ski, Stadium Outlet and Stadium Plus are part of the group. Stadium works with approximately 400 sports teams via Team Sales, and every year runs the Stadium Sports Camp in Norrköping which in 2011 attracted 6 000 participants aged between 8 and 14.



Stadium Catalogues



Facts, the paper used and the product catalogue:

Both the cover and the inside pages come from Holmen. The cover is 180 gram Invercote with light glossiness and the inner pages are 52 gram Holmen XLNT 75. Holmen XLNT is a paper with high bulk that gives good print gloss for heatset and gravure. It has a matte surface and high readability. The high bulk gives a substantial feel that means the publication feels sturdy, even with just a few pages.

Holmen XLNT is 20 per cent thicker than SC paper. This means that customers can choose lower grammages, so cutting paper, postage and distribution costs. This saving can then be invested in more pages or more frequent publication, which naturally increases income opportunities.

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