ELON Group
Elon Group is a Nordic retail alliance, listed on Nasdaq Stockholm as Elon AB (publ), operating 561 entrepreneur-owned stores selling consumer electronics and home appliances across Sweden, Norway, Denmark, Finland, and Iceland, with FY 2025 net sales of MSEK 4,671.
- Company typePublic
- Founded2004
- HeadquartersÖrebro, Sweden
- Headcount251–500
- GTM typeB2C
- OfferingServices
What ELON Group does
Elon Group (legal name Elon Group AB; listed parent Elon AB (publ), Nasdaq Stockholm Small Cap ticker ELON since 2009) is a Nordic retail alliance for consumer electronics and home appliances (white goods). The organization combines the purchasing power, brand strength, and shared services of a large central entity with the local market knowledge and customer relationships of independent, entrepreneur-operated retail stores. As of FY 2025, the alliance comprises 561 stores across Sweden, Norway, Denmark, Finland, and Iceland, supported by 345 group-level employees and a portfolio of brands including the core Elon retail brand, Elvita Plus, Nordanro, and Canvac (HVAC).
The business operates a franchise-like alliance model: local retailers remain independent business owners while gaining access to centralized procurement, store concepts, technical and e-commerce platforms, logistics, customer service, marketing, and brand recognition. Revenue is generated primarily through retail sales of consumer electronics and home appliances distributed across the 561-store network and the group's branded websites (elon.se, elon.no, elvita.se, nordanro.se, canvac.se). Pricing is set locally by individual stores and is not publicly disclosed at the group level.
In FY 2025 the group reported net sales of MSEK 4,671 and EBITDA of MSEK 64.9, implying an EBITDA margin of approximately 1.4 percent, characteristic of a low-margin retail alliance. The company is headquartered in Stockholm (Hammarby Kaj 14), with additional offices in Kalmar and Örebro, and is audited by Öhrlings PricewaterhouseCoopers AB (newly appointed at the 2026 AGM). The 2025-2026 period saw a substantial senior leadership refresh, including a new CEO (Henrik Aronsson, ex-Samsung, Cylinda, LG Electronics) and CFO (Philip Klingspor, ex-Philip Morris), the addition of a Chief Logistics Officer role from September 2026, and the departure of the CPO.
ELON Group firmographics
Firmographics- Name
- ELON Group
- Legal name
- Elon Group AB
- Website
- https://elongroup.se
- Company type
- Public
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Elon Group is a Nordic retail alliance, listed on Nasdaq Stockholm as Elon AB (publ), operating 561 entrepreneur-owned stores selling consumer electronics and home appliances across Sweden, Norway, Denmark, Finland, and Iceland, with FY 2025 net sales of MSEK 4,671.
- Ownership category
- akta.pro rank
Where ELON Group is headquartered
LocationHeadquarters
- HQ city
- Örebro
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
ELON Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Retail Sales through Store Network: Revenue generated through a network of 561 retail stores operated by local entrepreneurs across Sweden, Norway, Denmark, Finland, and Iceland. Stores sell consumer electronics and home appliances under the Elon brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Retail pricing varies by store and product category |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
ELON Group product offering
Product offeringCore offering
ELON Group is a Nordic retail alliance that sells consumer electronics and home appliances through 561 entrepreneur-owned stores across Sweden, Norway, Denmark, Finland, and Iceland. The group operates the retail brands Elon (home electronics and appliances), Elvita, Nordanro, and Canvac (HVAC). It provides member retailers with centralized purchasing power, shared logistics, technical solutions, customer service, and marketing support while preserving local entrepreneurial ownership.
Product overview
Elon Group is a Nordic retail alliance combining the scale of a large company with local entrepreneur ownership. The organization operates primarily through the main Elon brand (home electronics and appliances retail), supported by subsidiary brands Elvita Plus, Nordanro, and Canvac. The group encompasses 561 stores across Sweden, Norway, Denmark, Finland, and Iceland, with 345 employees. Financial highlights include net sales of 4,671 MSEK and EBITDA of 64.9 MSEK for FY 2025. Recent leadership changes include the appointment of a new Chief Logistics Officer (Andreas Wingenblixt, starting September 2026) and the departure of the Chief Product Officer (Onur Dogay).
Differentiator
Problem solved
Functional benefit
Brands
- Elon: Consumer electronics and home appliances retail brand operating in Sweden and Norway via elon.se and elon.no
- Elvita
- Nordanro
- Canvac
Products and services
- Elon retail brand
Companies that use ELON Group
Customer profileSegments1 record
Ideal customer profiles1 record
ELON Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ELON Group partnerships and signals
Strategic signalScale indicators5 records
Recent moves7 records
Expansion highlights4 records
ELON Group competitors and assessment
Company assessmentDirect peers
- Elgiganten: Sweden's largest consumer electronics and home appliance chain, owned by Currys plc. Competes directly with Elon's stores across Sweden and Norway and is the dominant benchmark in Nordic CE retail.
- Power (Power.no / Dustin): Norway's largest consumer electronics retailer, part of Dustin Group. Overlaps directly with Elon's Norwegian store base and competes in the same appliance and CE categories.
- MediaMarkt: Pan-European consumer electronics and appliance retailer owned by Ceconomy, with extensive presence across the Nordics. Direct competitor to Elon's stores in every Nordic market.
- NetOnNet: Swedish consumer electronics and home appliance retailer with a strong omnichannel and value-pricing position. Competes directly with Elon in Sweden on appliances and CE.
- Komplett: Nordic online-led consumer electronics and B2B retailer, part of Dustin Group. Overlaps with Elon's category mix and Nordic footprint, especially in Norway and Sweden.
- Expert (Expert Sverige / Expert Norge): Nordic and pan-European voluntary retail alliance for consumer electronics and white goods — structurally the closest peer to Elon's alliance model and overlapping category mix.
- Euronics: European independent buying group and retail alliance for consumer electronics and home appliances. Closely comparable to Elon's voluntary-alliance business model and category focus.
- AO.com: UK-led online specialist in large home appliances with growing Nordic operations. Comparable to Elon on white-goods category mix and direct-to-consumer retail model.
Broad incumbents
- Currys: UK-listed broad-line consumer electronics retailer and parent of Elgiganten. Comparable as a larger incumbent operating in the same CE/appliance category with broader geographic reach.
- Dustin Group: Nordic-listed IT and consumer electronics retailer, parent of Power and Komplett. Overlaps with Elon in Nordic CE retail while also serving B2B, giving it scale advantages in procurement.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ELON Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
ELON Group leadership team
Management profileNumber of profiles
Profiles14 records
ELON Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ELON Group M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ELON Group
What does ELON Group do?
ELON Group is a Nordic retail alliance that sells consumer electronics and home appliances through 561 entrepreneur-owned stores across Sweden, Norway, Denmark, Finland, and Iceland. The group operates the retail brands Elon (home electronics and appliances), Elvita, Nordanro, and Canvac (HVAC). It provides member retailers with centralized purchasing power, shared logistics, technical solutions, customer service, and marketing support while preserving local entrepreneurial ownership.
Is ELON Group a public or private company?
ELON Group is a public company. It is classified as public and is currently operating.
When was ELON Group founded?
ELON Group was founded in 2004. It employs 251 to 500 people.
Where is ELON Group based?
ELON Group is headquartered in Örebro, Sweden, in the Europe region.
How does ELON Group make money?
One revenue line is on record: retail Sales through Store Network.
Who are ELON Group's main competitors?
Direct peers on record are Elgiganten, Power (Power.no / Dustin), MediaMarkt, NetOnNet, Komplett, Expert (Expert Sverige / Expert Norge), Euronics and AO.com. Broad incumbents are Currys and Dustin Group.
Does ELON Group have an API?
No public API is recorded for ELON Group.