Stadium selects Madden Analytics to power next-generation inventory planning across all concepts and markets

Stadium - one of the Nordics’ most iconic sports retailers - has selected Madden Analytics to modernize and streamline its end-to-end assortment planning, forecasting, purchasing, inventory planning and replenishment. With a yearly turnover of more than SEK 7 billion and a footprint spanning over 200 stores in Sweden, Finland, Norway, plus a fast-growing e-commerce channel, Stadium represents the largest and most complex implementation in Madden’s history.

Founded in 1974 by brothers Ulf and Bo Eklöf, Stadium has grown from a single store in Norrköping into a household name in Nordic sports retail. The group today includes multiple concepts - Stadium, Stadium Outlet, and specialist formats such as Stadium Ski, Stadium Run, and Stadium Rental - alongside a long tradition of engagement in local communities through initiatives like Stadium Sports Camp, Team Sales and Stadium Foundation. Across all its formats and activities, Stadium’s mission remains consistent: inspiring an active lifestyle and making sports accessible to everyone.

A transformation of the buying and planning workflow

Stadium’s buying organization consists of roughly 90 people across categories, concepts, and brands. The entire team will adopt the full Madden suite, covering:

• Budgeting and financial planning
  
  

• Demand forecasting for seasonal and non-seasonal (longlife) products
  
  

• Assortment and purchasing decisions across own brands and external suppliers
  
  

• Operational replenishment to all stores and online channels
  
  

• Production and lifecycle planning for private-label and exclusive collections
  
  

This means that every major step in Stadium’s inventory lifecycle - from early-stage product planning through in-season management - will be supported by Madden’s data-driven workflows, integrated analytics, and collaborative tools.

The implementation includes a direct integration with Stadium’s ERP system, enabling automated data flows for sales, inventory, orders, deliveries, and master data at enterprise scale.

A strategic initiative to work smarter, move faster, and elevate key retail KPIs

With a rapidly evolving retail landscape and increasing complexity across channels, Stadium’s central objective is to strengthen its assortment planning and buying capabilities, reduce manual work, and ensure full visibility on critical KPIs such as inventory turnover, full-price sell-through, weeks of cover, and more. 

By bringing forecasting, buying, planning, and replenishment into a single platform, Stadium aims to reduce operational friction, increase collaboration, and improve decision-making across its entire value chain.

Miranda Nanhed, Chief Purchasing Officer, Purchase & Category, at Stadium, comments: 

“Stadium’s customer offer is the best assortment within sport and sports fashion in the Nordics consisting of a mix of our unique house brands and the best external brands in the market. On top of that we run multiple concepts, and hundreds of stores across several markets. To support our growth, profitability and competitiveness, we need the best-in-class tools that allow our teams to work both smarter and more proactively. Madden gives us a unified platform for visualizing our assortment, planning, forecasting, purchasing, and replenishing - something that will make a real difference in day-to-day work.”

She continues:
“Our ambition is always to optimize stock levels, increase full-price sales, and improve our ability to react quickly to changing customer demand. With Madden, we see a powerful opportunity to strengthen our assortment whilst also improving processes, reducing manual tasks, and gaining better control over the entire purchasing and inventory cycle.”

Madden’s perspective: A milestone partnership

For Madden, onboarding Stadium marks a defining moment in the company’s growth - from powering fast-growing DTC brands and mid-market retailers to serving one of the Nordics’ largest sports chains.

“We are incredibly proud and honored to welcome Stadium to the Madden community. Stadium is not only a market leader, but also a brand with deep heritage, strong values, and a clear commitment to operational excellence. Partnering with such a respected retailer is a major milestone for us.” says Axel Bukowski, CEO of Madden Analytics.

He adds:
“Working with a client of Stadium’s size and complexity means raising the bar across the entire platform. This implementation is driving significant enhancements designed for enterprise-level planning, which will benefit all current and future Madden users. We are confident that this partnership will be successful and transformative for both sides.”

Elevating enterprise capabilities for the entire ecosystem

To meet Stadium’s requirements, Madden’s product and engineering teams are implementing advanced capabilities around:

• Large-scale data processing
  
  

• Complex multi-concept replenishment logic
  
  

• Visual boards to support assortment planning
  
  

• Enterprise-grade user management
  
  

• Expanded API and integration layers
  
  

• Multi-brand, multi-market planning workflows
  
  

These developments align with Madden’s long-term vision: to build the most efficient, intuitive, and scalable inventory planning platform for retailers and brands of all sizes.

A partnership grounded in shared values

Beyond systems and processes, Madden and Stadium share a strong cultural alignment. Both companies are Nordic, founder/owner-driven, and deeply focused on enabling their teams to work with clarity, efficiency, and purpose. Stadium’s commitment to promoting an active lifestyle through sports is strongly connected to their operational ambitions: better planning, better availability, and better customer experience.

About Stadium

Stadium is one of the Nordic region’s leading sports retailers, with more than 200 stores across Sweden, Norway, and Finland, as well as a growing online presence. Founded in 1974 by brothers Ulf and Bo Eklöf, Stadium has expanded into multiple concepts - including Stadium, Stadium Outlet, Stadium Ski, Stadium Run, Stadium Rental and Stadium Plus - and is widely recognized for its commitment to making sports accessible to all. The company is actively involved in community engagement notably through its Team Sales business and through initiatives such as Stadium Sports Camp and Stadium Foundation. Stadium has an annual turnover of approximately SEK 7 billion and remains family-owned.

About Madden Analytics

Madden Analytics provides an AI/ML inventory planning platform for retail brands and retailers, helping teams forecast demand, plan purchases, manage assortments, and optimize stock levels across all channels. Designed for fast-growing companies as well as enterprise operations, Madden enables smarter decision-making through automated workflows, actionable analytics, and seamless integrations with leading ERP, WMS, and e-commerce systems.