Norsk Ombruk

What Norsk Ombruk does

Norsk Ombruk AS is a Norwegian private retailer specializing in certified used and refurbished household appliances (white goods). Founded in 2013 and headquartered in Stokke, the company sells washing machines, tumble dryers, dishwashers, fridge-freezers, ovens, cooktops, microwaves, and drying cabinets, alongside a secondary assortment of e-scooter parts, power tool batteries, power banks, and small electronics. Approximately 206 SKUs are sold across condition tiers (Brukt, Pent brukt, Som ny, Ny, B-Vare) at price points ranging from roughly 1,000 NOK to 25,000 NOK, with discounts of 40-70% versus MSRP and a 2-year warranty on every product.

The core technology is a Shopify-based e-commerce storefront at norskombruk.no, supplemented by an in-house certification and refurbishment process carried out by technicians before resale. The company operates a direct-to-consumer go-to-market with self-serve online purchase, supported by Bring logistics for home delivery across mainland Norway (3-5 business days) and Click & Collect from the Stokke warehouse within 4 hours. A B2B channel serves Norwegian businesses purchasing surplus or used appliances in volume, and the company also purchases surplus inventory from businesses and consumers, creating a circular supply loop. Payment options include Vipps, Klarna, Mastercard, and Visa; pricing is publicly listed and unit-based with no subscription or rental model.

The business employs 11-50 people, holds no external investors or parent company in the disclosed data, and operates exclusively within mainland Norway. Marketing relies on owned digital channels (SEO-optimized Shopify site, email newsletter, Facebook, Instagram, YouTube, LinkedIn) and a base of 4,211 Google reviews as a trust signal. Strategic positioning emphasizes sustainability, warranty-backed quality, and affordability versus new retail prices.

Name

Norsk Ombruk

Legal name

Norsk Ombruk AS

Website

https://norskombruk.no

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Norsk Ombruk AS is a Norwegian e-commerce retailer based in Stokke that sells certified used and refurbished white goods — washing machines, dryers, dishwashers, fridges, and ovens — to Norwegian households and businesses, with a 2-year warranty, 40-70% savings versus new prices, and nationwide delivery via Bring.

Ownership category

akta.pro rank

Headquarters

HQ city

Stokke

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Appliance Sales: One-time sales of certified used, new/B-varer (new items with packaging damage or cosmetic flaws), and refurbished appliances. Revenue is generated per transaction at listed prices with discounts vs. original MSRP. Customers pay via Vipps, Klarna, Mastercard, or Visa.
2. Parts & Accessories Sales: Sale of replacement parts for white goods and electric scooter parts. Provides a secondary revenue stream alongside core appliance sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Norsk Ombruk is a Norwegian online retailer that sells professionally tested, refurbished, and B-stock white goods (washing machines, tumble dryers, dishwashers, fridges, freezers, ovens, cooktops, microwaves, drying cabinets) plus bundled appliance packages and accessories/parts. Every product is inspected, cleaned, graded (Brukt, Pent brukt, Som ny, Ny, B-Vare), and sold with a 2-year warranty at savings of 40–70% versus original retail prices. The company also buys surplus inventory from businesses and offers in-house repair services.

Product overview

Norsk Ombruk operates an e-commerce platform for used and refurbished domestic appliances, selling products across four condition tiers: 'Som ny' (Like New), 'Pent brukt' (Gently Used), 'Brukt' (Used), and 'Ny' (New/B-stock). The core offering centers on major white goods including washing machines (38 products), tumble dryers (4 products), dishwashers (28 products), fridge-freezers (8 products), built-in appliances (ovens, cooktops, microwaves), and drying cabinets. The product range extends to appliance packages where the company pre-selects bundled combinations, e-scooter parts for E-Wheels E2S models, tool batteries from Milwaukee, Bosch, Makita and other brands, power banks, small electronics including TV mounts and projector screens, and spare parts. All products carry a 2-year warranty and are tested and refurbished by the company's own technicians. Brands stocked include AEG, Electrolux, Bosch, Siemens, Samsung, LG, Whirlpool, Miele, Asko, Beko, Hisense, Gram, Vestfrost, and over 50 other manufacturers. The company also offers business-to-business surplus inventory purchasing and sells surplus stock to consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Used Washing Machines

Quantifiable outcome

• Customers save 40-70% compared to new retail prices
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• BringminorChannel Partner/ Reseller/ DistributorBring provides logistics and home delivery services for Norsk Ombruk orders across mainland Norway. Orders are delivered via Bring's courier network within 3-5 business days.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Power: Norwegian consumer electronics and home appliance retailer owned by Power International. Comparable in Norwegian white goods retail channel, with overlapping customer base but focused on new product sales rather than refurbished.
• Komplett: Leading Norwegian online electronics retailer. Broadly comparable in Norwegian e-commerce for consumer electronics and white goods, but new-product focused; competes for the same household replacement demand that Norsk Ombruk addresses with refurbished alternatives.
• Elkjøp: Nordic consumer electronics and home appliance retailer with stores across Norway. Comparable in Norwegian white goods retail, but Elkjøp primarily sells new appliances; its growing refurbished offering overlaps with Norsk Ombruk's positioning.
• Amazon Renewed: Amazon's certified refurbished program for consumer electronics, computers, and home goods. Overlaps with Norsk Ombruk in refurbished marketplace sales, but operates as part of a much broader retail platform without specialization in white goods.

Direct peers

• Decluttr: UK-based refurbished consumer electronics and media reseller. Similar circular commerce model and certified refurbishment, with comparable trust-building through warranty and quality grading.
• Reebelo: Singapore and Germany-based refurbished consumer electronics marketplace. Comparable in circular economy proposition and certified refurbished model, with similar focus on consumer trust and warranty-backed products.
• Rebuy: German refurbished consumer electronics marketplace that buys and resells used devices. Comparable in circular commerce and certified refurbishment, though Rebuy is more focused on small electronics and media rather than large appliances.
• AfB Shop: European social enterprise refurbishing and reselling IT hardware and electronics across Germany, Austria, and other markets. Comparable to Norsk Ombruk in professional refurbishment and warranty-backed resale, though focused on IT rather than white goods.
• Back Market: French-headquartered refurbished electronics marketplace operating across Europe. Closely comparable to Norsk Ombruk's circular commerce and certified-refurbishment model, though Back Market focuses on consumer electronics and mobile devices rather than white goods. Both offer certified refurbished products with warranty.
• Gazelle: US-based refurbished consumer electronics retailer that buys and resells used devices with warranty. Comparable circular commerce model and certified refurbishment process, though US-focused and primarily mobile/small electronics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=ao2AUse9DNg
• Facebookfacebook.com/Norskombrukas
• LinkedInlinkedin.com/company/norsk-ombruk-as
• Instagraminstagram.com/norskombruk/?hl=nb
• Xx.com/norskombruk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Norsk Ombruk