Footwear and Apparel Retail Industry in Sarpsborg: An Analytical Overview

Footwear store in Sarpsborg is an active sector with 10 registered companies, distributed across two central areas: Sarpsborg and Borgenhaugen. The most prominent companies are Framsport As in Borgenhaugen and Eurosko Amfi Borg in Sarpsborg. The industry has shown stable sales growth over the past few years, with a strong increase of 22.6% from 2024 to 2025. At the same time, the number of employees has varied, with an average level of approximately 45 employees in 2026. The industry has a positive economic profile, with high EBITDA margins (up to 20%) and profitability in several of the companies. This makes Sarpsborg an interesting city for establishing new stores within the footwear and apparel industry, especially in Borgenhaugen, where one of the most profitable companies is located.

Economic Trends

Sales and Employees:

• Sales: The industry has shown strong growth from 2016 to 2025, with a total sales amount of NOK 117.5 million in 2025. The most significant increase occurred in 2020 (138.7%), followed by continuous growth of over 20% in the following years.
• Employees: The number of employees has varied between 39 and 62 over the years, with an average level of approximately 45 employees in 2026. There was a decline in 2020 and 2021, but a stabilization since 2022.

Financial Indicators:

• EBITDA Margins: The most profitable companies have EBITDA margins of up to 20% (Framsport As), while some companies have negative EBITDA (e.g., Bagorama Nettbutikk As).
• Average Salary: The average salary per employee is approximately NOK 181,600 in 2025, with variations depending on company size and operating result.

Table: Economic Trends (2016–2025)

Conclusion: The industry has shown robust sales growth, but with variations in profitability between companies. This indicates a competitive sector with potential for further development.

Registered Companies in the Industry

In Sarpsborg, the following companies are registered within the footwear and apparel retail industry:

1. Framsport As (Borgenhaugen): 20 employees, NOK 102.3M in sales, NOK 10.3M in EBITDA.
2. Eurosko Amfi Borg (Sarpsborg): 9 employees, NOK 0 in sales and EBITDA (inactive company).
3. Eurosko Storbyen (Sarpsborg): 7 employees, NOK 0 in sales and EBITDA (inactive company).
4. Btbs As (Sarpsborg): 5 employees, NOK 5.6M in sales, NOK 1.2M in EBITDA.
5. Euro Sko Stopp (Sarpsborg): 5 employees, NOK 0 in sales and EBITDA (inactive company).
6. Bagorama Nettbutikk As (Sarpsborg): 0 employees, NOK 11.3M in sales, NOK -1.8M in EBITDA.
7. Kanso Sports As (Borgenhaugen): 0 employees, NOK 0 in sales and EBITDA (non-profit organization).
8. M&W Corporation Ayari (Sarpsborg): 0 employees, NOK 0 in sales and EBITDA (non-profit organization).
9. Nory As (Grålum): 0 employees, NOK 0 in sales and EBITDA (non-profit organization).
10. Sjøli Invest As (Skjeberg): 0 employees, NOK 0 in sales and EBITDA (non-profit organization).

Organizational Forms: Most companies are ASs (5 companies), with an average profitability of NOK 1.1M in operating profit per employee. Some companies have negative EBITDA, which may indicate economic challenges or specialized models (e.g., online stores).

Distribution of Activity in the Municipality

The industry is distributed across two main areas in Sarpsborg:

1. Sarpsborg: 4 companies, 26 employees, NOK 5.6M in sales, NOK 1.2M in EBITDA.
2. Borgenhaugen: 1 company (Framsport As), 20 employees, NOK 102.3M in sales, NOK 10.3M in EBITDA.

Analysis: Borgenhaugen is the most active area, with a market share dominated by a single company. Framsport As has extraordinary profitability compared to companies in Sarpsborg. This may be due to larger scale, efficient operations, or specialization in a particular market. Sarpsborg has more companies, but with lower sales and EBITDA, which may indicate less competitive models or smaller market share.

Conclusion: Borgenhaugen is a strategic location for new companies, especially if they aim to leverage existing infrastructure and customer bases. Sarpsborg has potential for development, but must compete with existing companies.

Bankruptcies and Financial Challenges:

• None of the registered companies are in bankruptcy, indicating a stable sector.
• Bagorama Nettbutikk As has a negative EBITDA (NOK -1.8M), which may indicate economic challenges or specialized models (e.g., online store without physical stores).
• Eurosko Amfi Borg and Eurosko Storbyen have no sales or EBITDA, which may indicate inactivity or closure.

Conclusion: The industry has good operational efficiency, but with variations in profitability. New companies should consider avoiding models that have not shown profitability and focus on efficient operations and market share.

Growth and Market Share:

• The industry has shown stable sales growth, with an increase of 22.6% from 2024 to 2025. This indicates a growing market with potential for new players.
• Borgenhaugen is a strategic location for establishment, as Framsport As has extraordinary profitability (NOK 10.3M in EBITDA) and a large market share.

Competitiveness:

• There are 10 companies in the industry, with variations in profitability. New companies must compete with existing players, but it is possible to find niches in market share or specialization (e.g., online stores, unique product lines).

Conclusion: Sarpsborg is an attractive city for establishing new companies in the footwear and apparel retail industry, especially in Borgenhaugen. It is important to focus on efficient operations, market share, and unique models to compete with existing companies.

Overall Industry: Creative, Arts, and Entertainment Activities has 120 companies in the municipality, with a total sales amount of NOK 286.7M in 2025. This is significantly higher than the footwear and apparel retail industry (NOK 117.5M in 2025).

Competitiveness: The footwear and apparel retail industry has higher EBITDA margins (up to 20%) compared to the overall industry (average 10%). This indicates that the footwear and apparel retail industry is more profitable, but with fewer companies.

Peer Companies: Examples of companies in the overall industry that are not in the footwear and apparel retail industry:

• Match Stopp Avd 256 (clothing store): NOK 15.4M in sales, NOK 3.4M in EBITDA.
• H & M Hennes & Mauritz As Avd 738 Storbyen (clothing store): NOK 52.5M in sales, NOK 2.4M in EBITDA.
• Dressmann As Avd 168 Sarpsborg (clothing store): NOK 6.8M in sales, NOK 1.1M in EBITDA.

Conclusion: The footwear and apparel retail industry has higher profitability than the overall industry, but with fewer companies. This can provide opportunities for new players, but it is important to compete with both existing companies in the industry and companies in the overall industry.

Conclusion

The footwear and apparel retail industry in Sarpsborg has shown robust sales growth, with an increase of 22.6% from 2024 to 2025. The industry has good profitability, with high EBITDA margins (up to 20%) and stable operational efficiency. Borgenhaugen is a strategic location for establishing new companies, as Framsport As has extraordinary profitability. At the same time, it is possible to compete with existing companies in the industry and the overall industry (creative, arts, and entertainment activities) by focusing on efficient operations, market share, and unique models. SmartGrunder can help founders find suitable addresses in Sarpsborg for the footwear and apparel retail industry, with a focus on areas with high market share and potential customer bases.