Zo-On, the Icelandic brand of outdoor apparel, has opened its third store in its own country. It has a sales surface of 240 square meters and is located in Kópavogur, a town outside Reykjavík. It is the third corporate store of the brand after one in the center of the capital and another at Kringlan, the country's largest shopping mall. What looks like a relatively small retail network is quite big in relation with the size of the country and its total population of slightly more than 300,000 inhabitants, roughly half of whom live in the Reykjavík metropolitan area.