Joker

What Joker does

Joker is a Norwegian neighborhood grocery chain operating approximately 440 stores nationwide as one of the banners under NorgesGruppen, the country's largest grocery retail group. The company is operated through Kjøpmannshuset Norge AS and positions itself around the "Den gode naboen" (The Good Neighbor) concept, serving local communities including rural and underserved areas where larger-format chains do not operate. Roughly 50 of its locations operate as partially remote-controlled 24/7 stores, an unmanned format extension that broadens reach into low-density catchments.

Joker's product surface extends beyond physical retail to include Joker Nettbutikk (online grocery with home delivery and pickup), Joker Handleapp (mobile app), and an integrated cake-ordering service via kakebutikk.no. The company participates in the cross-banner Trumf loyalty program and has layered Joker GLAD, a premium loyalty tier, on top of it. Joker also offers Joker Bedriftskort, a business-account product targeting B2B demand. Delivery is fulfilled through Joker's own online infrastructure and a 2025 partnership with Foodora, while surplus food is redistributed via a partnership with Too Good To Go.

Revenue is generated primarily through physical retail grocery sales, supplemented by online grocery, delivery fees, B2B accounts, and loyalty-driven promotional activity. The business benefits from NorgesGruppen's centralized procurement, logistics, and shared services, which underpin its cost position. Operational modernization is ongoing, including BankID digital identity integration and a conversational chatbot for customer service and food-waste initiatives. The company is privately held and headquartered in Oslo.

Name

Joker

Legal name

Kjøpmannshuset Norge AS

Website

https://joker.no

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Joker is a Norwegian neighborhood grocery chain operating around 440 stores nationwide under NorgesGruppen, serving local communities including rural areas via staffed and remote-controlled 24/7 formats.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Physical Retail Sales: Traditional in-store grocery retail sales across approximately 440 Joker stores throughout Norway. Revenue generated from sale of groceries, fresh baked goods, and other consumer products. Same pricing as online store.
2. Online Grocery Sales (Nettbutikk): E-commerce platform allowing customers to order groceries online for home delivery or in-store pickup. Joker handles order fulfillment, picking, and packing. Home delivery maintains cold chain integrity.
3. Business Accounts (Bedriftskort): Corporate customer accounts with business payment cards, invoicing options, and consolidated receipts. Provides up to 45 days (56 for public entities) interest-free payment terms.
4. Cake Ordering Service: Partner with kakebutikk.no for custom cake orders picked up at Joker stores. Service available at over 300 stores (not available north of Trøndelag).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

No verifiable source material with an attributable source identifier was provided to describe Joker's core offering.

Product overview

Joker is a Norwegian neighborhood grocery chain (~440 stores) operated by Kjøpmannshuset Norge AS under the NorgesGruppen umbrella. The product portfolio centers on physical Joker retail stores (offering fresh baked goods, convenience items, and a partially remote-controlled 24/7 format) alongside a digital ecosystem comprising Joker Nettbutikk (online grocery with home delivery or store pickup) and the Joker Handleapp (iOS/Android). The loyalty layer is the Trumf program, with a Joker-specific premium tier called Joker GLAD offering enhanced Monday bonuses. Additional products include Joker Bedriftskort for business customers.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Up to 7% Trumf bonus on grocery purchases (Trumf Kredittkort + Joker GLAD on Mondays)
• +2 more outcomes

Named customers1 record

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• FoodoracoreChannel Partner/ Reseller/ DistributorFoodora delivers groceries from select Joker stores to customers. Partnership extends Joker's reach to customers who prefer delivery over in-store shopping or pickup.
• Too Good To GominorStrategic or Co-development PartnerSurprise bags of unsold food at discounted prices. Partnership helps reduce food waste while offering budget-friendly options to customers.
• Trumf AScoreGTM or Marketing PartnerTrumf is Joker's loyalty program partner. Joker is a Trumf partner store where members earn bonus on purchases. Joker GLAD is a premium tier offering enhanced Monday bonuses. Trumf handles membership data while Joker manages store-level customer engagement.
• SAS EuroBonusminorGTM or Marketing PartnerTrumf bonus can be converted to SAS EuroBonus points for travel. Offers one-time transfers and automatic transfer options when bonus reaches certain thresholds.
• EssominorGTM or Marketing PartnerEsso fuel stations participate in Trumf program. Customers earn 40 øre/liter in Trumf bonus on fuel purchases at Esso stations.
• Bakehuset (Kakebutikk.no)minorChannel Partner/ Reseller/ DistributorBakehuset produces custom cakes ordered through kakebutikk.no for pickup at Joker stores. Over 300 Joker stores participate.
• Tour of Norway for KidsminorOthersJoker is proud main sponsor of Norway's most beautiful and fun cycling event for children. Demonstrates community engagement and local responsibility.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coop Prix: Coop Prix is Coop Norge's discount neighborhood grocery banner and a direct competitor to Joker across Norwegian urban and suburban catchments. Same neighborhood-store model and same target consumer.
• Bunnpris: Bunnpris is a Norwegian low-price grocery chain operating over 200 stores nationwide. Competes with Joker on discount positioning and rural/small-town coverage in the same Norwegian market.
• Meny: Meny is NorgesGruppen's full-service supermarket banner and a sibling to Joker. Targets the same Norwegian grocery shopper, shares the Trumf program, and competes for basket share with Joker's premium baked-goods and recipe-led positioning.
• Coop Extra: Coop Extra is Coop Norge's larger-format grocery banner. Shares Norwegian grocery shoppers with Joker and competes on price, loyalty rewards, and weekly offers in overlapping catchments.
• Kiwi: Kiwi is NorgesGruppen's low-price grocery banner in Norway. Operates ~750+ stores in the same Norwegian neighborhood-grocery segment with overlapping Trumf loyalty integration, making it the closest direct comparator to Joker within the same parent.
• SPAR Norway: SPAR Norway is a neighborhood grocery chain affiliated with NorgesGruppen's Trumf and Bedriftskort ecosystem. Directly comparable to Joker on store format, rural reach, and franchise-style merchant ownership model.
• Coop Marked: Coop Marked is Coop Norge's mid-sized neighborhood supermarket banner serving small-town and rural Norway. Highly comparable to Joker on geography, store size, and target customer, including corporate-account capabilities.
• Rema 1000 Norway: Rema 1000 is one of Norway's largest discount grocery chains with nationwide franchise-distributed stores. Competes with Joker on price, neighborhood format, and weekly promotional cadence in the same Norwegian market.

Emerging players

• Oda (formerly Kolonial.no): Oda is Norway's leading pure-play online grocery retailer with home delivery nationwide. Overlaps with Joker Nettbutikk on digital grocery and competes for the same Norwegian household shopping basket.

Regional players

• Europris: Europris is a Norwegian discount variety retailer (non-food dominant) that nonetheless competes for low-ticket household spend. Comparable as a Norwegian neighborhood retailer using the Trumf loyalty ecosystem and overlapping physical footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/JokerNorge
• Instagraminstagram.com/jokernorge
• LinkedInlinkedin.com/company/joker-stamsund

Compliance2 records

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 Joker