Sports & Outdoor


Sitoo helps Hummel on their journey to become one of the biggest sports brands in the world.

  • Number of stores
  • Countries
  • Vertical
    Sports & Outdoor


Playing for change is part of Danish sportswear brand, Hummel’s DNA.

They’ve been synonymous with sport for almost 100 years, they aren’t afraid to speak up for what they believe in, and they have the courage to stand out from the crowd. And, right now, they are in the middle of an incredible growth journey.

Key Results

  • Simple and streamlined integration between the POS and their other systems

  • Industry-leading support

  • Better CX

  • Increased mobility

  • Great looking POS to tie into the stores’ aesthetics

The Background

Historically, Hummel focussed on wholesale but dared to dream big and, in 2020, opened their first physical stores. They now have 18 stores in Denmark and are expanding throughout Europe, especially in the countries where they sponsor leading sports teams.

Claus Thykjær, Head of Retail at Hummel, says: “Like any other business - whether they are a sports brand or not - we want to increase turnover but we like to think the way we do it is different. Our Company Karma is built around the ethos of you get what you give. We look to grow sustainably and, through our purpose projects, we want to make a true impact by initiating change and supporting others to do the same.” 

The Challenge

Play is a big part of Hummel’s ethos. It’s part of the reason why they need to find a POS that’s intuitive, mobile, and incredibly easy to use.

Claus Thykjær adds: “We’re committed to doing business while doing more good in the world - that’s why we say: ‘Let’s play for change.’

“This is why playing is such a big part of the experience we want our customers to have when they walk into our stores. We want them to smile, have fun, and remember how great it was to visit a Hummel store. And we need to find a POS solution that would fit seamlessly into this.”

The Solution

Claus Thykjær continues: “We went live with an omnichannel project in 2023 and the POS in our stores are a central part of that project. It’s important that integrations to other systems are easy to set up and for us to know that - no matter what we want to do or integrate - it can easily be done.

“We have invested in the right tools and tech that will make life easier for our store associates and make our stores run more smoothly. If you stand still and don’t invest in solutions for the future, you’ll get left behind. This is especially true when it comes to omnichannel. You absolutely need to make sure you have omni capabilities because your future will depend on it.”

The Outcome

Claus Thykjær concludes: “Based on our experience with other systems, Sitoo is much easier to implement and use and their support is second to none. The technology helps us a lot in the day to day running of our stores. Of course, the POS looks great but it also means our store associates can serve our customers wherever they are and we’re now redesigning all of our cash desks to create new and better customer experiences.

“Our CEO, Allan Vad Nielsen, says: ;Through People, Planet and Purpose we seek to grow and act in a more sustainable direction – with the aim to drive change and pave the way for a better tomorrow. For our planet, as well as for our people’ - we look for this to be echoed in our partners and, without doubt, we know Sitoo is in alignment with us.”


  • Invest in the right tech and act quickly.

  • Make your stores the coolest stores - with the coolest shopping experiences - there are. They should reflect your brand, look great, feel great and your customers should love spending time in them.

  • Train your employees and give them the right tools so they can provide fantastic shopping experiences for your customers.

  • Put your people first - the more you give to your people, the more they’ll give back to you.