EXPRO expands in-store footwear protection across the Nordics with XXL
Sports retailer XXL is expanding its in-store footwear protection service across the Nordics by introducing a new water-based, OEKO-TEX®-certified solution developed by Brunngård. The rollout includes 138 EXPRO HUB units across 86 stores, as well as e-commerce in Sweden, Norway, and Finland—strengthening XXL’s product care offering while enhancing both sustainability and customer experience.
A clear upgrade with a focus on sustainability
Footwear protection has been part of XXL’s in-store offering for several years, but the new solution represents a clear upgrade in terms of performance, safety, and environmental profile. With EXPRO HUB, customers gain access to an automated in-store treatment using a water-based formulation, where all ingredients are certified according to OEKO-TEX® ECO PASSPORT. This certification means the ingredients have been independently verified to meet strict international standards for safety and sustainability.
“Footwear protection has been part of our offering for several years, but this is a clear step forward,” says Markus Rössel, Senior Vice President of Group Procurement at XXL. “With this new solution, we can offer effective protection while meeting high standards for safety and sustainability.”
Fast treatment with long-lasting results
In less than a minute, customers can apply professional treatment to their shoes that provide effective protection and helps extend product life, keep shoes cleaner, and maintain performance over time. For XXL, the upgraded solution enhances the customer experience both in-store and online while making it easier for customers to take care of their footwear from the start.
“We are seeing a clear shift where both retailers and consumers expect product care solutions to be not only effective, but also safe and sustainable,” says Kristina Hermansson, Head of Commerce at Brunngård. “With EXPRO HUB, we combine high performance with a water-based formulation where every ingredient is independently certified according to OEKO-TEX® ECO PASSPORT—without compromising the customer experience.”
About EXPRO HUB
EXPRO HUB is an automated in-store footwear protection service developed by Brunngård. The system is designed to extend the life of footwear by applying premium treatment in less than a minute.
About XXL
XXL is one of the leading sports retailers in the Nordic region, offering a wide assortment of equipment, apparel, and footwear. With stores and e-commerce across Sweden, Norway, and Finland, XXL focuses on delivering value, quality, and a strong customer experience.
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