Malmö Redhawks

◼︎MALMÖ REDHAWKS / HOCKEY

Building a stronger retail identity, season by season.

For the past three years, we have managed Malmö Redhawks’ e-commerce business while working closely with the club to expand the assortment and develop a stronger merchandise identity.

A key part of this evolution has been the move from a predominantly red base towards a stronger black-focused expression, bringing the collection closer to the team jerseys and overall brand. At the same time, we have introduced more design-led products alongside the traditional club merchandise that remains essential to the assortment.

“Their team feels like an extension of ours, creative, professional, and genuinely invested in our brand. Sales have grown steadily every year, match-day sales alone are up 140% since 2022.”

– Viktor Ekström, Marketing Director at Malmö Redhawks

The result is a broader, more contemporary collection that balances new ideas with Redhawks heritage. And the development has delivered results, with sales increasing every year, both online and in the physical store.
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