The Retail Relay

We'll dive into what it really takes to succeed with Unified Commerce – especially when complexity is your starting point. Petter Balstad, CEO of Omnium, sits down with Erik Heggeland, E-commerce Manager at Norway's largest sport retailer, Sport Holding – the company behind Sport 1, Intersport, and Löplabbet.

Erik will share how they unified operations, embraced complexity, and built a scalable commerce setup across more than 350 stores, multiple brands, and huge order volume.

Years of acquisitions had left Sport Holding with a fragmented tech landscape – complex, costly, and hard to scale. To regain control, they rebuilt from the ground up with a composable architecture based entirely on a 100% Nordic tech stack: Omnium (OMS & commerce), Sanity (CMS), Bluestone (PIM), EG Retail (POS), Dintero (payments), a custom-built WMS, and Autostore via Element Logic.

One of the biggest wins from Sport Holding's commerce transformation has been the tight alignment between store systems, customer service, and inventory. By creating shared visibility across physical and digital channels, they've not only reduced inefficiencies and simplified internal workflows – they've also unlocked new growth potential.

Accurate stock data and smart fulfillment logic mean customers get what they need, when and where they want it – while stores boost local sell-through and avoid missed sales.