What Whiteaway Group does

Whiteaway Group (legal entity WhiteAway A/S) is a privately held Scandinavian home appliances retailer headquartered in Aarhus, Denmark, founded in 2003 as Ahvidevarer.dk — the first pure-online seller of white goods in Scandinavia. It was rebranded to Whiteaway in 2008, the same year it opened a 15,000 m² central warehouse that remains the largest dedicated white goods storage facility in Scandinavia. The group is majority-owned by HEARTLAND (the Holch Povlsen family holding company, which acquired 46% in 2014), with founder Johannes Gadsbøll and Ib Nørholm as additional shareholders. The company operates without a public listing.

The business runs an omnichannel model combining 11 branded online shops with 90+ physical retail stores across Denmark, Norway, and Sweden, anchored by a multi-brand portfolio: Skousen (physical retail, acquired 2011), Whiteaway (online flagship), Tretti (Sweden, acquired 2014), Bolind and Hvidevare Grossisten (both B2B, acquired 2024), and Whiteaway Erhverv (B2B project sales, created 2018). It serves three distinct customer segments — private consumers (B2C) via retail and webshops; institutional buyers such as Danish housing associations via Bolind; and trade buyers including electricians, kitchen stores, and construction projects via Hvidevare Grossisten and Whiteaway Erhverv.

The commercial model is hardware resale of white goods and home appliances, with no disclosed subscription, marketplace fee, or SaaS layer. Pricing is per-product and not publicly listed. Reported revenue reached 2.6 Bn DKK in FY2024/2025 (up from 2.3 Bn DKK in FY2022/2023) with EBITDA of 49 MDKK; FY2023/2024 EBITDA was compressed at 8.6 MDKK following an organizational restructuring. The group employs roughly 370+ people across the Nordics and is led by CEO Jonas Hald Johansen (promoted from CFO in March 2024) and Chair Pål Wibe (ex-CEO of XXL ASA and Europris ASA). Recent strategic actions — the Bolind and Hvidevare Grossisten acquisitions, the 2026 Gorenje/Hisense Nordic supply agreement, and the April 2026 launch of Skousen in Sweden via partner Kökscentrum — are positioning the group to extend from a Denmark-centric B2C retailer toward a pan-Nordic, B2B-inclusive home appliances platform.

Name

Whiteaway Group

Legal name

WhiteAway A/S

Website

https://whiteawaygroup.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

Whiteaway Group is a privately held Scandinavian omnichannel retailer of white goods and home appliances, operating 11 online shops and 90+ stores across Denmark, Norway, and Sweden under the Skousen, Whiteaway, Tretti, Bolind, and Hvidevare Grossisten brands, serving both private consumers and B2B trade customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices7 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. Retail Sales (B2C): Sales of white goods and home appliances through 11 online shops and 90+ physical stores across Denmark, Norway, and Sweden. Revenue from direct consumer purchases through Skousen, Whiteaway, and Tretti brands.
2. B2B Sales: Sales to professional customers including housing associations through Bolind, electricians and kitchen stores through Hvidevare Grossisten, and project sales through Whiteaway Erhverv.
3. Wholesale/Distribution: Wholesale distribution of white goods and appliances to franchise partners and other resellers across Scandinavia.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Whiteaway Group is a Scandinavian multi-brand retailer of home appliances (white goods) operating both online and through physical stores. The company sells kitchen, laundry, and cleaning appliances under several brands tailored to consumer and business customers across Denmark, Norway, and Sweden. Beyond retail, it provides delivery, installation, service, and project-based solutions for housing associations, electricians, kitchen retailers, and construction projects.

Product overview

Whiteaway Group is a multi-channel home appliances retailer operating across Scandinavia through 11 online shops and more than 90 stores. The company manages a portfolio of complementary brands: Skousen (physical retail chain with expert advice), Whiteaway (online-first retailer), and Tretti (Swedish specialist). B2B operations are served through Bolind (housing associations), Whiteaway Erhverv (commercial projects), and Hvidevare Grossisten (electricians and kitchen stores).

Differentiator

Problem solved

Functional benefit

Brands

• Skousen: Denmark's most experienced supplier of white goods with more than 90 stores in Denmark, Norway and Sweden. Founded in 1957. Part of Whiteaway Group since 2011.
• Tretti
• Whiteaway
• Bolind
• Hvidevare Grossisten
• Whiteaway Erhverv

Products and services

• Skousen Consumer retail brand and store chain selling home appliances (kitchens, laundry, cleaning) in Denmark, founded in 1932 and part of Whiteaway Group.
• Whiteaway Consumer online shop selling white goods and home appliances in Denmark.
• Tretti Norwegian consumer online shop for white goods and home appliances, part of Whiteaway Group.
• Bolind B2B brand serving housing associations with home appliances, including dedicated account management and project solutions.
• Hvidevare Grossisten B2B brand selling white goods to electricians and kitchen retailers.
• Whiteaway Erhverv Project-based B2B business supplying home appliances and solutions to large construction and renovation projects.
• Delivery and installation service In-house delivery, installation, and assembly service offered to retail and B2B customers for purchased appliances.
• Whiteaway Outlet Outlet concept (online and physical) offering discounted end-of-line and clearance home appliances.

Quantifiable outcome

• 27 million online sessions per year
• +2 more outcomes

Named customers4 records

Segments4 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

Two partnerships are on record, tiered core.

• Hisense Nordics (Gorenje)coreStrategic or Co-development Partner · 30 June 2026Historic Nordic agreement - most comprehensive supplier agreement in company history. Gorenje products will be sold across all Whiteaway Group brands, stores, webshops, and to professional customers with 5-year warranty. Agreement effective July 1, 2027.
• KökscentrumcoreChannel Partner/ Reseller/ Distributor · 17 April 2026Partnership for launching Skousen brand in Sweden through 13 Kökscentrum stores in southern Sweden and Stockholm. Kökscentrum specializes in kitchen solutions and white goods, providing physical retail presence for Skousen in the Swedish market.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Proshop: Danish online-first retailer of home appliances, computers and consumer electronics. Closely matches Whiteaway's Danish e-commerce business (whiteaway.com) in product mix, target consumer, and Danish market footprint.
• Komplett: One of the largest Nordic online retailers of consumer electronics and home appliances, operating primarily in Norway and Sweden. Comparable to Whiteaway in e-commerce-first go-to-market and household appliances focus.
• NetOnNet: Swedish multichannel retailer specializing in home appliances and consumer electronics. Directly comparable to Whiteaway's Tretti and Skousen Sweden operations, with a similar value-oriented positioning and strong online presence.
• Coolshop: Danish multichannel retailer of consumer electronics, appliances, and home products with active webshops across Denmark, Norway and Sweden. Comparable to Whiteaway Group in geography, product breadth, and omnichannel model.
• Euronics: Pan-European buying group and brand for independent consumer electronics and appliance retailers. Highly comparable to Whiteaway's franchise-led Skousen retail network and combined purchasing power across a wide store footprint.
• Elkjøp Nordic: The largest consumer electronics and home appliance retailer in the Nordics; competes head-to-head with Whiteaway across Norway, Sweden and Denmark with similar omnichannel (online + 400+ stores) and category mix centered on white goods. Owned by UK-listed Currys plc, making it a direct benchmark for Whiteaway.
• Power International (Power.no / Power.se): Nordic consumer electronics and home appliance chain with major presence in Norway and Sweden. Closely mirrors Whiteaway's product mix of white goods and small appliances, and is a like-for-like competitor in the Scandinavian appliance market.

Broad incumbents

• Currys plc: UK-listed omnichannel consumer electronics and appliance retailer and parent company of Elkjøp Nordic. Operates a near-identical multi-brand, multi-country omnichannel appliance-retailing model to Whiteaway, providing a public-market comparable for valuation and strategy benchmarking.
• MediaMarkt: Europe's largest consumer electronics retailer, operated by MediaMarktSaturn. Overlaps with Whiteaway in appliance retailing across Europe and Nordic-adjacent markets but operates at a much larger scale with a broader category mix.

Others

• LG Electronics Nordic: Major global white goods and appliance manufacturer whose products are sold through Whiteaway Group's Skousen/Whiteaway/Tretti/Bolind channels. Included as an adjacent ecosystem participant — supplier-side rather than direct retail competitor — shaping what Whiteaway can offer to Nordic consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/whiteaway-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Whiteaway Group