What Kjell Group does

Kjell Group AB (publ) is a Nordic omnichannel retailer of consumer electronics accessories and "everyday technology" products, headquartered in Malmö, Sweden and listed on Nasdaq First North Growth Market (ticker KJELL) since 16 September 2021. The group operates through two principal brands: Kjell & Company, which runs 146 physical service points (115 in Sweden, 31 in Norway) together with the kjell.com online storefront and offers approximately 10,000 SKUs of cables, chargers, adapters, and related accessories with expert in-store advice; and Av-Cables, a wholly-owned Danish online specialist acquired in April 2021 that sells over 30,000 cable, charger, and adapter SKUs to consumers in Denmark and Sweden from a 4,300 sqm warehouse in Jutland. Complementing the retail core are Kjell Academy (an internal training function that also produces customer-facing content), Kjell & Company Express (a store-in-store concept deployed through Circle K stations in Sweden and selected 24SJU stores in the Nordics), click-and-collect, and in-store repair services. Customer reach is anchored by a 3.8 million-member loyalty club as of Q1 2026.

The group's underlying technology stack is a conventional omnichannel retail platform: two e-commerce storefronts (kjell.com for Sweden/Norway and av-cables.dk for Denmark/Sweden), a recently operationalized automated central warehouse in Malmö, and a China-based sourcing subsidiary that supports private label product development. Differentiation is built less on proprietary software and more on the integrated combination of physical service points, expert advisory staff, private label sourcing, and a large first-party customer dataset.

Kjell Group's business model is primarily direct-to-consumer retail, monetized through one-time product sales of branded and private label electronics accessories (no subscription or recurring software revenue is disclosed). Complementary service revenues (click-and-collect, repair) are bundled into the retail offering rather than priced separately. Distribution is omnichannel across owned retail, owned e-commerce, and third-party store-in-store partners, while customer segments are horizontal: cost-conscious and advice-seeking Nordic consumers purchasing tech accessories for home use.

Name

Kjell Group

Legal name

Kjell Group AB (publ)

Website

https://kjellgroup.com

Company type

Public

Founded year

1988

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Kjell Group is a Nordic omnichannel retailer of electronics accessories operating through Kjell & Company (146 service points plus online in Sweden and Norway) and the Av-Cables online subsidiary (Denmark and Sweden), serving approximately 3.8 million loyalty club members with cables, chargers, adapters, and related tech accessories.

Ownership category

akta.pro rank

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - Kjell & Company: Omnichannel retail of electronics accessories including cables, chargers, adapters, and related products. Sales through 146 service points in Sweden and Norway and online via kjell.com. Nearly 10,000 product items. Revenue declined from 2,583.6 MSEK (2024) to 2,379.1 MSEK (2025).
2. Product Sales - Av-Cables: Online-only electronics accessories retail in Denmark and Sweden with 30,000+ products. Fast delivery from 4,300 sqm warehouse in Jutland, often within a day or hour of online purchase. Target market is cost-conscious consumers seeking cables, adapters, and electronic accessories.
3. Private Label Products: Third-party distribution of proprietary private label brands through partnerships and retail channels, broadening reach to both consumers and businesses.
4. Service Offerings: Complementary services including click-and-collect and repair services that enhance the customer offering and drive customer loyalty.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Kjell Group is the leading expert in everyday technology in the Nordics, operating an omnichannel retail platform for electronics accessories through Kjell & Company (146 service points across Sweden and Norway plus online) and Av-Cables (online-only in Denmark and Sweden). The group sells approximately 10,000 SKUs through Kjell and over 30,000 SKUs through Av-Cables, including cables, chargers, adapters, audio/video equipment, and related accessories, complemented by expert advisory services, click-and-collect, and repair services.

Product overview

Kjell Group operates as a multi-brand retail platform for everyday technology and electronic accessories in the Nordic region. The core offering consists of Kjell & Company (the primary omni-channel brand with online operations in Sweden and Norway plus 146 physical service points offering ~10,000 products) and Av-Cables (a wholly-owned Danish subsidiary operating online in Denmark and Sweden with over 30,000 products specializing in cables, chargers, and adapters). The group complements its product sales with value-added services including Kjell Academy (internal training), Kjell & Company Express (store-in-store concept at Circle K and 24SJU), click-and-collect, and repair services. The company also develops private label brands and operates a sourcing company based in China for product development.

Differentiator

Problem solved

Functional benefit

Brands

• Kjell & Company Express: Store-in-store concept featuring a curated assortment from the group's own product brands, available at Circle K stations in Sweden and selected 24SJU stores across the Nordic region.
• Kjell Academy

Products and services

• Kjell & Company Main omni-channel retail brand operating online in Sweden and Norway with 146 physical service points (115 in Sweden, 31 in Norway), offering approximately 10,000 electronic accessory products including cables, chargers, adapters, and tech accessories, with advisory services and installation support.
• Av-Cables Danish online electronics accessories specialist with over 30,000 products specializing in cables, chargers, and adapters for home electronics, operating in Denmark and Sweden from a 4,300 sqm warehouse in Jutland with industry-leading customer satisfaction (4.9/5 on Trustpilot with 144,000+ reviews).
• Kjell & Company Express Store-within-a-store concept offering a curated assortment of Kjell Group's private label products, available at Circle K stations in Sweden and selected 24SJU stores across the Nordic region.

Quantifiable outcome

• 3.8 million loyalty club members as of Q1 2026
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• InsitepartcoreStrategic or Co-development Partner · 1 January 2026Warehouse staff transition partnership during deployment of new automated central warehouse. Existing warehouse personnel were transferred to Insitepart as part of operational transition to new logistics infrastructure.
• Circle KcoreChannel Partner/ Reseller/ Distributor · 1 January 2020Store-in-store 'Kjell & Company Express' concept with curated private label assortment deployed in all Circle K stations in Sweden since autumn 2020. Broadens reach and distribution of group's products.
• 24SJUminorChannel Partner/ Reseller/ Distributor · 1 January 2020Store-in-store 'Kjell & Company Express' concept with curated private label assortment in selected 24SJU stores across Nordic region to broaden distribution reach.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Clas Ohlson: Swedish-headquartered multi-category retailer offering electronics accessories, cables, and smart-home products across the Nordics. Closest direct competitor to Kjell & Company, overlapping on assortment, target customers, and store-based service model.
• Power (Power International): Nordic consumer electronics retailer operating in Norway, Sweden, Denmark, and Finland. Direct competitor in consumer electronics accessories with overlapping service-led positioning and physical store + online channels.
• Coolshop: Danish online general-merchandise and electronics retailer with broad accessories and consumer electronics offering. Comparable to Av-Cables on Danish online electronics accessories assortment and fast-delivery positioning.
• ProShop: Danish online retailer specializing in consumer electronics, IT equipment, and accessories. Comparable to Av-Cables as a Denmark-based online electronics accessories specialist serving the same cost-conscious buyer profile.
• Webhallen: Swedish electronics and gaming-focused omnichannel retailer (part of Komplett Group). Comparable on Nordic consumer electronics accessories and computer peripherals, with a strong enthusiast and gaming customer base.
• Elgiganten: Leading Nordic consumer electronics and appliance retailer (part of the Elkjøp Group), active in Sweden, Norway, and Denmark. Comparable on electronics accessories category and Nordic omnichannel footprint, though with a broader big-box appliance focus.
• NetOnNet: Swedish consumer electronics and home appliance retailer with strong price-leadership positioning and omnichannel stores. Direct competitor in Swedish consumer electronics accessories, with overlap on cables, chargers, and computer peripherals.
• Komplett: Leading Nordic online retailer for computers, consumer electronics, and accessories, primarily Norway-based with expansion into Sweden. Comparable on e-commerce-led consumer electronics accessories assortment and Nordic target audience.

Broad incumbents

• MediaMarkt: Major pan-European consumer electronics retailer (part of the Ceconomy group), with broad Nordic presence. Larger incumbent operating across electronics, appliances, and accessories with broader assortment than Kjell's specialist focus.

Emerging players

• Jula: Nordic home improvement, hardware, and growing electronics accessories retailer. Adjacent competitor expanding into cables, chargers, and consumer electronics, with overlapping price-sensitive DIY customer base in Sweden and Norway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebooksv-se.facebook.com/kjellcoSverige
• LinkedInlinkedin.com/company/kjell-&-company
• Instagraminstagram.com/kjellcosverige
• Xx.com/kjellcosverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kjell Group