Sportbiz ApS was founded back in 2011 as the official distributor of the Li-Ning brand in Denmark. The journey began in a small office and warehouse north of Copenhagen.

In 2013, we launched our online store — now known as li-ningfamily.com — making Li-Ning products accessible to badminton players all over Europe.

On August 22, 2015, we proudly opened the first Li-Ning Brand Store in Europe, located in the heart of Lyngby, just outside Copenhagen.

By 2017, our team and operations had outgrown our original facilities, and we moved into our current headquarters in Herlev in Denmark, where our shop, warehouse, and office are all united under one roof.

Today, more than a decade later, we are proud to be the official dealer of Li-Ning in Scandinavia, and distributor of Flypower and Hundred across Europe.

We look forward to the next chapter of our journey — and we hope you’ll be part of it!