What Elektroimportøren AS does

Elektroimportøren AS (legal entity Elektroimportøren Norge AS) is a Norway-based omnichannel wholesaler and retailer of electrical goods, founded in 1994 and headquartered at Nedre Kalbakkvei 88B in Oslo. The company operates 32 physical stores across major Norwegian cities — Oslo, Bergen, Trondheim, Tromsø, Stavanger, Kristiansand, Drammen, Bodø, Ålesund, Sandnes, Arendal, Haugesund, Moss, Hamar, Lillehammer, Larvik, Sandefjord, Tønsberg, Sarpsborg, Skien, Gjøvik, Ski, Jessheim, Klepp, Kristiansund, Asker, and Fredrikstad — alongside an e-commerce platform at elektroimportoren.no, and is ranked the 4th largest electro wholesaler in Norway. Product categories include Elektromateriell (electrical installation materials), Smarthus (smart home with WiFi and Zigbee devices), Ventilasjon (ventilation and air conditioning), Elbillader (EV chargers), Belysning (lighting including Philips Hue), Varme (heating: panel heaters, infrared patio heaters, heat pumps, underfloor heating, heat film), Kabel & Ledning, Energi (solar via SpotOn Solcelle), Verktøy, and Hjem & Fritid. The portfolio is anchored by three proprietary or house-distributed brands — Namron (design-oriented Norwegian brand, est. 2007), Mill (Norwegian smart heating brand with Mill WiFi app and Google Assistant/Alexa/HomeKit compatibility), and J&EL (value-tier functional products).

The company serves three structured customer segments: Private consumers (Privat) for DIY and home use, Businesses (Bedrift) for project and ongoing supply, and registered Electrical Contractors/Installers (El-Entreprenør) verified through Brønnøysundregistrene. The El-Entreprenør segment receives differentiated services including exclusive B2B pricing, purchase history tracking, and access to Samsvarserklæring (conformity declarations). Revenue mechanics are one-time hardware sales through both online and in-store channels, with professional/business prices shown ex-VAT and consumer prices inclusive of VAT. The company supports Vipps login and quick checkout for consumers and a 14-day Bedriftsfaktura invoice facility via Two for B2B buyers. Logistics run through a centralized warehouse automated with AutoStore (achieving ROI within two years) feeding the 32-store retail network and direct-to-consumer shipments. Ownership has been backed by Herkules Capital since March 2014, with Andreas Niss serving as CEO and Per Norman Nielsen as founder. Marketing combines SEO-optimized product catalog, an Instagram presence, an articles-and-guides DIY content library, and an email newsletter. The company also holds a NORSIRK partnership for nationwide electronic waste (EE-avfall) collection and recycling at a 97.5% rate, with free returns accepted across all stores.

Name

Elektroimportøren AS

Legal name

Elektroimportøren Norge AS

Website

https://www.elektroimportoren.no/

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Elektroimportøren AS is Norway's 4th-largest electro wholesaler, operating 32 retail stores and an e-commerce platform that sells electrical materials, lighting, heating, ventilation, EV chargers, solar, and smart home products to private consumers, businesses, and registered electrical contractors nationwide.

Ownership category

akta.pro rank

Product category

Electrical Materials Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (4492)

SIC

Miscellaneous Electrical Machinery, Equipment & Supplies (3690), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Electrical Supplies Retail (Wiring, Switches, Breakers, Conduit) (CRAIADAE)

akta.pro secondary industries

Lighting & Electrical Supplies for Home Distribution (CRAOAFAG), Consumer Electronics & Appliances Omnichannel (CRAFAEAC)

Keywords

• Electrical materials retail
• Smart home products
• Lighting and heating
• EV charging equipment
• Electrical wholesale

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices27 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Product Sales: One-time product sales of electrical materials, heating solutions, lighting, smart home products, ventilation equipment, EV chargers, tools, cables, and energy solutions through both online store and physical retail locations.
2. Business Invoice Payments: Business customers can purchase on invoice terms (14 days) through Two payment solution partnership, facilitating B2B transactions without immediate payment.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Elektroimportøren AS is Norway's largest omnichannel retailer of electrical materials, offering installation supplies (cables, switches, sockets, junction boxes), smart home devices, lighting, heating solutions, ventilation, EV chargers, solar energy systems, and tools through 32 retail stores and a national e-commerce platform. The company serves private consumers, businesses, and registered electrical contractors with differentiated pricing, business invoicing via Two, and Vipps-powered checkout.

Product overview

Elektroimportøren AS is Norway's largest electrical materials retailer offering a comprehensive omnichannel platform for electrical supplies, heating, lighting, and smart home solutions. The core offering is organized into major product categories: Elektromateriell (electrical materials for installations), Smarthus (smart home automation with WiFi and Zigbee-compatible devices), Ventilasjon (ventilation and air conditioning), Elbillader (EV charging), Belysning (lighting including LED and Philips Hue), Varme (heating solutions including panel heaters, infrared patio heaters, heat pumps, underfloor heating), Kabel & Ledning (cables and wires), Energi (solar energy systems via SpotOn), and tools. The portfolio includes proprietary sub-brands Namron (Norwegian brand focused on design and quality) and features products from Mill (Norwegian smart heating brand with app and voice control compatibility), J&EL (value-priced functional products), and other manufacturers. Key smart home capabilities include WiFi panel heaters, Zigbee-compatible devices, smart dimmers, thermostats, and Mill's ecosystem compatible with Google Assistant, Amazon Alexa, and Apple HomeKit.

Differentiator

Problem solved

Functional benefit

Products and services

• Elektromateriell (Electrical Materials) Comprehensive range of electrical installation materials including cables, wires, switches, sockets, junction boxes, circuit breakers, and mounting hardware for residential and commercial electrical installations. Targeted at private consumers, businesses, and registered electrical contractors.
• Smarthus (Smart Home) Smart home product category including WiFi panel heaters, Zigbee-compatible devices, smart dimmers, smart plugs, smart sensors, smart thermostats, smart switches, smart light bulbs, smart LED strips, and smart gateways for home automation control. Targeted at residential consumers seeking connected home solutions.
• Ventilasjon (Ventilation) Ventilation products including exhaust fans, bathroom fans, air conditioning units, duct fans, ceiling fans, floor fans, tower fans, air vents, and air quality products such as UV-C air purifiers. Targeted at residential and commercial buyers.
• Elbillader (EV Chargers) Electric vehicle charging equipment and accessories for home and commercial charging installations. Targeted at EV owners and electrical contractors installing charging infrastructure.
• Belysning (Lighting) Lighting products including LED strips, downlights, ceiling lamps, wall lamps, outdoor lighting, LED panels, work lights, spotlights, and light fixtures, including Philips Hue smart lighting products. Targeted at residential and commercial lighting buyers.
• Varme (Heating) Heating solutions including panel heaters, infrared terrace heaters (wall-mounted, ceiling-mounted, floor-standing), heat pumps, underfloor heating mats, heat film, reflective heaters, and sauna heaters. Targeted at residential consumers and businesses seeking heating installations.
• SpotOn Solcelle (SpotOn Solar) Solar panel solutions and solar energy systems for residential installations. Targeted at homeowners seeking renewable energy solutions.
• Energi (Energy) Energy solutions including solar panels, solar energy systems, and products for energy management and reduction of electricity costs. Targeted at consumers and businesses seeking energy-efficient solutions.
• Kabel & Ledning (Cable & Wire) Cables and wires including PR installation cables, cable drums, extension cords, outdoor cables, and wire accessories for electrical installations. Targeted at electricians, contractors, and DIY consumers.
• Verktøy (Tools) Tools for electrical installations including drills, screwdrivers, and tool bags. Targeted at electrical contractors and DIY consumers.
• Hjem & Fritid (Home & Leisure) Home and leisure products for various living spaces including cabins, outdoor areas, bathrooms, and kitchens. Targeted at residential consumers.
• Namron brand products Proprietary brand offering design-focused electrical materials, lighting, heating, and ventilation products at competitive prices. Norwegian brand established in 2007, headquartered in Oslo. Targeted at consumers and professionals seeking design-led electrical products.
• Mill brand products Norwegian brand designing smart heating and indoor climate products with focus on technology, usability, and Scandinavian design. Compatible with the Mill WiFi app, Google Assistant, Amazon Alexa, and Apple HomeKit. Targeted at consumers seeking connected heating and indoor climate solutions.
• J&EL brand products Value-priced brand offering functional lighting and electrical products including LED bulbs, downlights, LED strips, night lights, flashlights, energy meters, and patio heaters. Targeted at price-sensitive residential and commercial buyers.

Quantifiable outcome

• 32 stores across Norway providing local access to products
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• NORSIRKcoreStrategic or Co-development PartnerNORSIRK is Norway's nationwide return company for collection, handling and recycling of electronic waste (EE-avfall). They handle producer responsibility for Elektroimportøren in Norway, ensuring collection and recycling of the company's share of EE waste generated annually. The recycling rate for collected materials is 97.5%. Elektroimportøren is a member of NORSIRK and offers free return of electronic products in all their stores.
• TwominorChannel Partner/ Reseller/ DistributorTwo provides buy-now-pay-later invoice payment solution for Elektroimportøren's business customers. Business customers without an existing account can pay on invoice through Two's platform, receiving 14 days to pay. Two sends invoices directly via email and EHF to the business. This partnership enables B2B transactions without immediate payment and costs nothing for the business customer.
• VippscoreTechnology or IntegrationVipps integration allows customers to log in and make payments quickly via the Vipps platform. This provides a seamless, trusted payment experience for Norwegian consumers familiar with Vipps mobile payment system.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/elektroimportoren
• LinkedInlinkedin.com/company/elektroimport-ren-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Elektroimportøren AS