XXL sports and outdoor retail chain to open 3,000 sq m flagship store in Sponda’s Citycenter shopping centre in Helsinki

Sponda Ltd                         Press release                28 August 2025, at 9:00 a.m.

XXL sports and outdoor retail chain to open 3,000 sq m flagship store in Sponda’s Citycenter shopping centre in Helsinki

XXL, the leading Nordic sports and outdoor retail chain, has selected shopping centre Citycenter for a new flagship store in Helsinki which will open in early 2026. Located centrally on Keskuskatu, Citycenter is owned by Sponda, one of Finland’s leading real estate asset management companies.

XXL selected Citycenter – which was visited by 13.2 million people last year – for its prime location and prominence in a high footfall area. The opening will complement Citycenter’s broad retail and leisure offering and further enhance the overall experience for visitors. The new XXL store will span nearly 3,000 square meters over two floors, bringing a comprehensive range of sports and leisure products to the busy downtown area.

As a mixed-use urban centre combining retail with modern office spaces, Citycenter serves consumers, tourists, and office workers alike who benefit from the centre’s extensive shops and amenities.

“We have strong confidence in the Finnish sporting goods market. Helsinki’s Citycenter matched the criteria we look for in a new flagship: a central location with good visibility and a co-operative relationship with our landlord. In this new flagship store, we will also be showcasing new and great-value brands to our customers. At XXL we believe that a great expertise, accessibility and a wide selection of brands at accessible prices create great retail experiences. We look forward to welcoming our customers into our brand new store”, says Sini Kurikka, XXL Country Operations Manager.

”The new Flagship store at Citycenter marks the start of a new chapter for XXL and demonstrates Frasers Group ambition to be the number one sporting goods retailer in EMEA, with XXL being key to our growth strategy in the Nordic region. We are excited to continue to work with supportive landlords like Sponda, as we continue our expansion in the region”, says James France, Chief Acquisition Officer at XXL owner Frasers Group.

“We are excited to welcome XXL to Citycenter, which continues to demonstrate the appeal of central locations in Helsinki. XXL will further strengthen our shopping centre’s offering and responds to our visitors’ wishes for high-quality sports and leisure products. Located on the busy pedestrian street Keskuskatu, Citycenter and its shops serve large volumes of customers daily. Our goal is to continuously enhance Citycenter’s offering to better meet our customers’ expectations and serve the needs of people visiting, living and working in Helsinki.” says Christian Hohenthal, Sponda’s CEO.

Sponda is recognized as one of the world’s most sustainable real estate companies through the international GRESB Sustainability Assessment. Citycenter uses 100% emission-free energy, including wind power, renewable district heating, and emission-free district cooling. The property has achieved a BREEAM In-Use certificate at the Excellent level and features a rooftop solar power plant.

Citycenter is located at a major public transport hub in the heart of Helsinki, directly opposite Helsinki Central Railway Station. It brings together 50 shops, a contemporary restaurant hall and a top-tier fitness centre, all under one roof. Above the shopping centre, Citycenter Offices offer premium office spaces.

Sponda Ltd

Further information:

Anita Riikonen, Brand and Communications Manager
tel. +358 40 833 3804, anita.riikonen@sponda.fi

Sini Kurikka, XXL Sports & Outdoor OY Country Operations Manager tel. +358404869094 sini.kauppinen@xxl.fi

Sponda Ltd is a leading real estate asset management company in Finland specialising in owning, managing, developing and letting commercial properties in the largest cities across the country. With a focus on customer-oriented solutions and high-quality properties, Sponda is actively developing best practice in the sector, enhancing the cityscape in a sustainable way and supporting its customers. www.sponda.fi/en.