XXL was established in 2001 by Dolphin together with a small group of former Elkjøp employees.
Drawing on their experience in retail operations and previously successful business models, they developed a concept bringing hunting, outdoor, wilderness and sporting goods together under one roof.
The concept was built around large-format stores, competitive prices, efficient logistics, strict cost control and extensive marketing.
XXL developed into a market-leading, independently listed company with operations in the Nordic region until Dolphin sold its remaining stake in 2023.
