Elkjøp Nordic As

What Elkjøp Nordic As does

Elkjøp Nordic AS is the largest consumer electronics retailer in the Nordic region, operating 412 physical stores across Norway (Elkjøp), Sweden (Elgiganten), Denmark (Elgiganten), and Finland (Gigantti), with franchise operations extending to Iceland (Elko), the Faroe Islands (Elding), and Greenland (Pisiffik). Founded in 1962 as a buying cooperative of 33 Norwegian dealers and listed on the Oslo Stock Exchange in 1993 before being acquired by Dixons Group plc (now Currys plc) in 1999, the group employs approximately 10,000 colleagues and is headquartered in Nydalen, Oslo. Elkjøp Nordic AS is a wholly-owned subsidiary of publicly listed Currys plc, which employs over 24,000 people across six countries.

The company sells consumer electronics, mobile phones, computers, white goods, domestic appliances, and kitchen products (Epoq) through omnichannel retail, complemented by adjacent service brands: Elcare (centralized electronics repair at the Kongsvinger facility, approximately 275,000 products repaired per year), Knowhow (technical support), New Start (refurbished products, launched 2023), and the BUILD custom gaming PC concept (launched November 2024). The Elkjøp Loyalty Club has more than 6 million members across five Nordic countries, and an Elkjøp Fund addresses digital exclusion. The technology stack integrates e-commerce personalization (Algolia), behavioral analytics (ContentSquare, Hotjar), marketing automation (Braze), and identity (Keycloak, Azure AD B2C) on proprietary retail platforms serving each Nordic market.

Revenue is generated primarily through one-time retail sales of new electronics, with growing contributions from B2B sales, support and repair services (Elcare, Knowhow), the Loyalty Club data/marketing channel, and the New Start refurbished product line. FY24/25 turnover was 47.67 BNOK with EBIT of 1,019 MNOK and a Circular Share of 3.61%, with a stated 2028 target of 5% of revenue from repairs and circular services. The business is operating against two near-term regulatory events: a June 2026 €1.8M Norwegian Datatilsynet GDPR fine tied to the Loyalty Club, and Norwegian Competition Authority scrutiny of the announced Eplehuset acquisition.

Name

Elkjøp Nordic As

Legal name

Elkjøp Nordic AS

Website

https://elkjopnordic.com

Company type

Public

Founded year

1962

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Elkjøp Nordic AS is the largest consumer electronics retailer in the Nordics, operating 412 stores and leading e-commerce platforms across Norway, Sweden, Denmark, and Finland, serving 6 million loyalty club members. It is a wholly-owned subsidiary of Currys plc and supplements retail with Elcare repair, Knowhow support, and the New Start refurbished product line.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (4492)

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Consumer Electronics & Appliances Marketplaces (CRAFABAD)

akta.pro secondary industry

Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers) (CRACAJAG)

Keywords

• Consumer electronics retail
• Omnichannel retail platform
• Electronics repair services
• Home appliances retail
• Mobile phone retail

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Electronics Sales: Retail sales of consumer electronics, mobile phones, computers, white goods, domestic appliances, and kitchen products (Epoq brand) to consumers and businesses through 412 stores and online platforms.
2. Services and Support: Services linked to consumer electronics products including repair services (Elcare), support services (Knowhow brand), and installation services.
3. Loyalty Program: Membership-based loyalty club generating value through member engagement and data, with over 6 million members across Nordic markets.
4. Circular Services: Repair, refurbished product sales (New Start concept), and recycling services aimed at achieving 5% of revenue by 2028.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Elkjøp Nordic is the largest consumer electronics retailer in the Nordic countries, selling consumer electronics, mobile phones, computers, white goods, domestic appliances, kitchen products (Epoq), and related services through 412 physical stores and major e-commerce sites across Norway (Elkjøp), Sweden (Elgiganten), Denmark (Elgiganten), Finland (Gigantti), and franchise operations in Iceland, the Faroe Islands, and Greenland. The offering is enhanced by the Elkjøp Loyalty Club (6+ million members), Elcare electronics repair services, Knowhow technical support, the proprietary BUILD custom gaming PC concept, and the New Start refurbished product program.

Product overview

Elkjøp Nordic operates a multi-brand omnichannel retail platform across the Nordics, with distinct regional brands serving Norway (Elkjøp, Elkjøp Phonehouse), Sweden (Elgiganten, Elgiganten Phonehouse), Denmark (Elgiganten), Finland (Gigantti), Iceland (Elko), Faroe Islands (Elding), and Greenland (Pisiffik). The company serves customers through more than 400 physical stores and online platforms. Beyond new product sales, the portfolio includes Elcare (electronics repair workshop), Knowhow (technical support services), Epoq Kitchens (appliances and cabinetry), New Start (refurbished products), and BUILD (custom gaming PC concept). The Elkjøp Fund complements the commercial offerings with digital exclusion initiatives. The group sells consumer electronics, mobile phones, computers, white goods, domestic appliances, and related services to both consumers and businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Elkjøp / Elkjøp Phonehouse (Norway) Omnichannel consumer electronics retail brand in Norway, selling electronics, mobile phones, computers, white goods, and appliances through physical stores and the elkjop.no online store; Phonehouse stores specialize in mobile phones and related services.
• Elgiganten / Elgiganten Phonehouse (Sweden) Omnichannel consumer electronics retail brand in Sweden, selling electronics, mobile phones, computers, white goods, and appliances through physical stores and the elgiganten.se online store; Phonehouse stores specialize in mobile phones.
• Elgiganten (Denmark) Omnichannel consumer electronics retail brand in Denmark, selling electronics, mobile phones, computers, white goods, and appliances through physical stores and the elgiganten.dk online store.
• Gigantti (Finland) Omnichannel consumer electronics retail brand in Finland, selling electronics, mobile phones, computers, white goods, and appliances through physical stores and the gigantti.fi online store.
• Elko (Iceland, franchise) Franchise electronics retail brand in Iceland, serving consumers through Elko stores and the elko.is online platform as part of the Nordic retail network.
• Elding (Faroe Islands, franchise) Franchise electronics retail brand in the Faroe Islands serving consumers through Elding stores and the elding.fo online platform as part of the Nordic retail network.
• Pisiffik (Greenland, franchise) Franchise electronics retail brand in Greenland serving consumers via Pisiffik stores and the pisiffik.gl webshop (Elgiganten online storefront).
• Elcare Electronics Repair Workshop Centralized electronics repair service that processes approximately 750 products per day (around 275,000 per year) at the Kongsvinger facility, providing repair as an alternative to replacement for consumers and supporting Elkjøp's circular-economy goals.
• Knowhow Technical Support Technical support and service brand offering customer support, troubleshooting, and service plans for electronics purchased at Elkjøp Nordic stores across the Nordics.
• Epoq Kitchens Kitchen product line including kitchen appliances and cabinetry solutions, sold through Elkjøp's Nordic store network for residential customers.
• BUILD Custom Gaming PC Concept Custom gaming PC configurator service that lets customers assemble their own gaming systems with expert-selected compatible components, addressing the dedicated gaming market and lowering barriers to custom PC building.
• New Start Refurbished Electronics Refurbished electronics program offering pre-owned and renewed consumer electronics as a sustainable alternative, targeting price-conscious and environmentally aware Nordic consumers.
• Elkjøp Loyalty Club Membership-based loyalty program spanning Nordic markets with 6+ million members offering benefits, data-driven personalization, and recurring member value tied to Elkjøp's electronics retail operations.
• B2B Sales for Business Electronics Direct B2B sales of consumer electronics, mobile phones, computers, and technology solutions for business customers, including volume procurement and business-specific technology offerings.

Quantifiable outcome

• Operating profit increased by over 50% in first half of 2024/25
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Feature3 records

Partnerships

One partnership is on record.

• Currys plccoreStrategic or Co-development PartnerElkjøp Nordic AS is a wholly-owned subsidiary of Currys plc, a leading multinational consumer electrical and mobile retailer and services company. Together, Elkjøp Nordic and Currys are market leaders in the UK & Ireland and throughout the Nordics. Currys employs over 24,000 people in six countries.

Scale indicators14 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• NetOnNet: NetOnNet is a major Swedish online and big-box consumer electronics retailer owned by Komplett Group, directly competing with Elgiganten in Sweden on price, range and online convenience.
• Currys plc: Direct parent and sister business. Currys plc is the UK & Ireland equivalent of Elkjøp Nordic, sharing the same consumer electronics retail model, omnichannel platform, and group-level sourcing, technology and strategic roadmap. The two businesses are operationally tightly coupled.
• Power (Power.no / Power.se): Power is one of the largest consumer electronics and home appliance retailers in Norway and Sweden, operating big-box stores and a strong online platform. It is the most direct head-to-head competitor to Elkjøp/Elgiganten in the Nordic markets.
• Komplett Group: Komplett is a leading Norwegian e-commerce-first consumer electronics and computer retailer with operations across the Nordics. It competes directly with Elkjøp's online platform, particularly in computing, gaming, and B2B channels.
• Expert (Expert.no / Expert.se / Expert.fi): Expert is a Nordic buying group and brand for independent consumer electronics and home appliance retailers across Norway, Sweden, Finland and Denmark. It competes with Elkjøp in the same categories via a franchise/dealer model.

Broad incumbents

• MediaMarkt / Saturn: MediaMarkt is Europe's largest consumer electronics retailer (operating under the MediaMarkt and Saturn brands), with presence in the Nordics. It is a broader incumbent offering similar product categories with significant scale advantages and a comparable big-box store model.
• Best Buy (US benchmark): Best Buy is the closest US analogue: a large omnichannel consumer electronics specialty retailer facing similar pressures from online competition, vendor direct-to-consumer shifts, and category maturation. Useful as a public-market comparable for margin trajectory and capital allocation.

Regional players

• Elkjøp Phonehouse stores (legacy / mobile specialty competitors): Phonehouse and similar mobile-specialty chains (e.g. Tele2 stores, Telia stores) compete with Elkjøp's Phonehouse sub-brand on mobile phones and accessories across the Nordic region, often with carrier-aligned retail.

Emerging players

• Amazon (Nordic operations): Amazon operates marketplaces in Sweden, Denmark, Norway and Finland selling consumer electronics directly and via third-party sellers. It is a growing structural threat to Elkjøp's online share and pricing power, particularly in small-ticket CE categories.
• XXL ASA: XXL is a Nordic sporting goods and outdoor equipment retailer with growing overlap in connected devices, headphones, smartwatches, and gaming hardware. While primarily a sports retailer, it competes for share of consumer electronics wallet in Norway, Sweden and Finland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/elkjop
• LinkedInlinkedin.com/company/elkjop-as-part-of-dsgi-plc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 records

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 Elkjøp Nordic As