What Europris AS does

Europris AS is a Norwegian discount retailer operating approximately 289 physical stores across Norway (around 90% company-owned and 10% franchise), supplemented by an e-commerce platform (europris.no) with click-and-collect and home delivery, and a dedicated B2B portal (Europris Bedrift). Founded in Stavanger in 1992 by Wiggo Erichsen and headquartered in Fredrikstad, the company sells a broad assortment of low-priced consumer goods across ten-plus categories including house and garden, leisure, home and interior, kitchen, storage, cleaning, groceries, personal care, pet supplies, and clothing. Approximately 85% of inventory is sourced through its own wholesale operation, enabling direct manufacturer purchasing and bulk volume discounts that support its discount pricing model.

The business is publicly listed on Oslo Børs (ticker EUR) since June 2015, with a secondary Frankfurt listing (fra:2RG). Revenue is generated primarily through one-time retail transactions at physical and online checkout, with B2B sales to offices, municipalities, kindergartens, hotels, and restaurants providing an additional commercial channel offering invoice payment and 30-day credit terms. Underlying technology includes the MER+ loyalty platform, SMS-based customer authentication, and an AI-driven forecasting and replenishment system powered by RELEX that optimizes inventory, waste, and stock availability across the Norwegian store estate.

In 2024, Europris expanded beyond Norway via the acquisition of Swedish discount chain ÖoB, a wholly owned subsidiary currently in turnaround with a stated 2028 target of SEK 5 billion in sales and 5% EBIT margin. ÖoB reported a NOK 157 million full-year 2025 EBIT loss and is undergoing a store remodel program targeting 5–15% sales uplift and 2–4 percentage points of gross margin improvement per store. The combined Nordic group employs 5,001–10,000 people and recorded Q1 2026 total sales of NOK 3.3 billion (+12.3% YoY) with Norwegian like-for-like growth of 14.7% and an EBIT turnaround to NOK 71 million from a NOK 37 million loss in Q1 2025.

Name

Europris AS

Legal name

Europris AS

Website

https://europris.no

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Europris AS is a publicly listed Norwegian discount retailer operating approximately 289 stores across Norway plus the acquired Swedish chain ÖoB, selling low-priced household, leisure, grocery, personal care, and clothing products to mass-market consumers and B2B customers, with AI-driven replenishment via RELEX.

Ownership category

akta.pro rank

Product category

Discount Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331)

akta.pro primary industry

National/Regional Dollar Store Chains (Broadline) (CRAEAAAA)

akta.pro secondary industry

Neighborhood Essentials & Fill-in Shopping Discount Stores (CRAEAJAH)

Keywords

• Discount retail
• Variety store
• Consumer goods
• Household products
• B2B wholesale

Headquarters

HQ city

Fredrikstad

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales - Norway: Physical and online retail sales of discount consumer goods in Norway, including home & garden, leisure, groceries, personal care, and clothing
2. Swedish ÖoB operations: Swedish discount retail chain operations, currently in turnaround phase with ongoing losses but showing improvement
3. B2B Business sales: Sales to business customers including offices, municipalities, kindergartens, hotels, restaurants through dedicated B2B portal and account services

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Europris AS operates a Norwegian discount retail chain selling a broad range of everyday consumer goods—including home & garden, leisure, groceries, personal care, pet supplies, storage, cleaning, kitchen, and clothing—through approximately 289 physical stores across Norway, the europris.no e-commerce platform with Click & Collect, and the B2B Europris Bedrift portal. The company runs the MER+ loyalty program offering member-only deals and also operates the Swedish ÖoB discount chain acquired in 2024.

Product overview

Europris AS is a Norwegian discount retail chain offering a broad consumer goods portfolio across 289+ physical stores, an e-commerce platform (europris.no), and a B2B division (Europris Bedrift). The core offering is a single-brand retail platform selling private-label and branded products across 10+ categories: House & Garden, Leisure, Home & Interior, Kitchen Equipment, Storage, Cleaning, Groceries, Personal Care, Pet Supplies, and Clothing. The company also operates ÖoB, a Swedish discount chain acquired in 2024, with a targeted turnaround by 2028. Key services include MER+ loyalty program (member-only deals), Click & Collect, SMS-based login, and B2B credit accounts. The company uses RELEX for supply chain AI and offers Klarna and Vipps payment integrations on its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• MER: Europris customer loyalty club (MER-kundeklubb) offering exclusive deals, member prices, and special promotions.

Products and services

• Europris Retail Stores Physical discount retail stores across Norway (~289 locations as of 2026), with approximately 90% company-owned and 10% franchise-operated. Stores offer long opening hours, customer parking, and Click & Collect.
• Europris.no E-commerce Platform Online shopping platform offering the full range of Europris retail products with home delivery (via PostNord and Helthjem) and Click & Collect. Integrates Klarna, Vipps, Visa, and Mastercard for payment.
• MER+ Customer Loyalty Program
• Europris Bedrift (B2B Platform)
• ÖoB (Swedish Discount Chain) Swedish discount retail chain wholly owned by Europris, offering a similar low-price assortment of consumer goods across multiple Swedish locations.

Quantifiable outcome

• 14.7% like-for-like growth in Norwegian operations Q1 2026
• +2 more outcomes

Named customers3 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

Integration3 records

Feature1 record

Partnerships

One partnership is on record.

• RELEXcoreTechnology or IntegrationRELEX is a Finnish supply chain optimization company providing AI-driven forecasting and replenishment platform. Europris is one of three Nordic retailers (alongside Stockmann and KICKS) featured in case studies reporting significant improvements including inventory reductions, waste reduction, and improved stock availability following implementation.

Scale indicators10 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Flying Tiger Copenhagen: Danish variety discount retailer selling low-priced household goods, gadgets, and seasonal items. Comparable to Europris on broadline assortment, value pricing, and physical store-led European expansion.
• Rusta: Nordic discount retailer with broad assortment of household goods, DIY, leisure, and seasonal items at low prices. Directly comparable to Europris in merchandise mix, value positioning, and Nordic footprint.
• Clas Ohlson: Swedish-founded variety and discount retailer selling home, hardware, leisure, and personal care products across the Nordics. Highly comparable to Europris in assortment breadth, target consumer, and discount positioning.
• Jula: Norwegian/Swedish discount chain focused on home, hardware, garden, and leisure products. Comparable to Europris on assortment, customer base, and Nordic market overlap.
• Dollarama: Canadian broadline dollar-store chain with private-label-heavy assortment and discount pricing. Comparable to Europris as a national discount variety retailer with a similar unit-economics and category-breadth profile.

Broad incumbents

• Action (Action Holding): Large European non-food discount retailer with thousands of stores across the continent. Comparable to Europris on discount positioning and broadline assortment, but operates at much larger scale and broader geographic footprint.
• Walmart: Global mass-market discount retailer. Relevant broad incumbent benchmark for Europris's broadline assortment and everyday low-price positioning, though at vastly larger scale.
• TJX Companies (TK Maxx): Global off-price retailer of apparel and home goods (operating TK Maxx in Europe). Comparable to Europris on treasure-hunt discount experience and broad assortment of general merchandise, though with stronger apparel bias.

Regional players

• ÖoB (pre-acquisition competitors in Sweden): Swedish discount chain now owned by Europris; standalone Swedish variety discounters (e.g., ÖoB's local Swedish peers in home and variety retail) share assortment overlap and a similar value-driven customer.
• Åhléns: Swedish department store retailer with broad assortment across home, beauty, and clothing. Comparable to Europris's ÖoB strategy in Sweden on assortment breadth, though positioned more mainstream than deep discount.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/europris.no
• Instagraminstagram.com/europris.no
• Xx.com/europris_no
• LinkedInlinkedin.com/company/europris-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Europris AS