What SRX does

SRX ehf. is an Icelandic private limited company founded in 2005 and headquartered in Reykjavík (Lágmúli 8, 108 Reykjavík). The company operates as a trading house, wholesale supplier, and official brand distributor, functioning as a one-point-of-contact for retailers and brand owners seeking access to the Nordic and broader European market. Its operating model is structured around three pillars: Trading (back-to-back consignment of large volumes), Wholesale (bulk and just-in-time purchasing with own warehouse and logistics for stock goods distribution), and Distribution (official brand representation with local partner presence in Scandinavia, Germany, and Poland).

The product portfolio spans thirteen disclosed categories, including Brown Goods (TV and audio), White Goods, Gaming, Personal Care, Home Care, E-Mobility (electronic scooters), Mobile and Accessories (phones, tablets, smartwatches, headphones), Health Products, Healthcare, BBQ Products, Food/Non-Food consumer goods, SDA (small domestic appliances), Hygiene, and the in-house Magnea brand. Go-to-market combines direct B2B sales engagement with a channel-partner motion, leveraging own warehouse and logistics infrastructure, experience-intensive purchasing staff, and established listings at all major retailers and e-tailers across the Nordics.

Revenue is generated across all three pillars on a transaction-based B2B model with quote-based pricing; specific pricing, margin, and revenue figures are not publicly disclosed. The company self-describes as AAA-rated with a solid financial basis and 20+ years of operating history, serving small and medium-sized enterprises, major retail chains, and international brand owners. Ownership is private with no disclosed institutional investors, and the management team includes a General Manager (Hafsteinn Máni Guðmundsson), COO (Jón Ingi Einarsson), Sales Manager (Daði Andersen), Purchasing Manager (Birgir Ólafsson), and a four-person Board of Directors chaired by Finnur Árnason.

Name

SRX

Legal name

SRX ehf.

Website

https://srx.is

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

SRX ehf. is an Icelandic wholesale, trading, and distribution company serving retail chains, SMEs, and brand owners across the Nordics, Germany, and Poland with consumer electronics, household goods, and food/non-food products.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Trading: Back-to-back trading with major consignments. Goods are purchased and immediately resold to pre-approved customers. Also purchases large consignments for placement in central warehouse, resold in smaller quantities.
2. Wholesale: Bulk purchasing and wholesaling of consumer electronics, brown goods, white goods, gaming, personal care, home care, e-mobility, health products, and food/non-food products to small and medium-sized companies and retail chains primarily in the Nordics.
3. Distribution: Official distributor for powerful brands, bringing them to market via well-established distribution setup. Listed with major retailers and e-tailers in Scandinavia, Germany, and Poland. Introduces brands to new customers and markets through local presence.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

SRX is an Icelandic wholesale, trading, and distribution company that supplies consumer electronics, mobile products, e-mobility, gaming, personal care, home care, and food/non-food goods to retail chains, SMEs, and brand owners across the Nordics, Scandinavia, Germany, and Poland. The company operates through three pillars: Trading (back-to-back consignment of large consignments), Wholesale (bulk purchasing with own warehouse, pick-and-pack, and daily supplies), and Distribution (official brand distribution with listings at major retailers and e-tailers).

Product overview

SRX is an electronics wholesale and distribution company operating three interconnected business segments: Trading (back-to-back large consignment trading), Wholesale (stock goods distribution with own warehouse and logistics), and Distribution (official brand distribution in Scandinavia, Germany, and Poland). The company's product portfolio spans consumer electronics including Brown Goods (TV & Audio), White goods, E-Mobility (electronic scooters), Mobile & Accessories (phones, tablets, smartwatches, headphones), Gaming, and Personal care/Home Care products. SRX also trades in Health Products, Healthcare, BBQ Products, Food/Non-Food goods, and distributes Magnea, SDA, and Hygiene products. The business model combines in-house warehouse and logistics with a global supplier network to serve Nordic retail chains and SME customers.

Differentiator

Problem solved

Functional benefit

Brands

• Magnea: Product category brand within SRX's portfolio of electronics and consumer goods.

Products and services

• Trading Back-to-back trading of large consignments of electronic products and food/non-food products across international markets, serving major retail chains in the Nordics. Uses own capital to relocate large consignments and market knowledge to identify trending products.
• Wholesale Bulk and just-in-time purchasing with own warehouse and logistics setup, providing stock goods across all product categories for small and medium-sized companies and retail chains in the Nordics. Offers pick-and-pack and daily supply services at competitive prices.
• Distribution Official brand distribution service bringing products to market via established distribution setup and local partners in Scandinavia, Germany, and Poland. Listed with all major retailers and e-tailers, providing go-to-market planning for brand owners.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Supplier and Producer NetworkcoreOthersSRX cooperates with a large network of suppliers and producers worldwide to ensure access to hundreds of well-known brands. They maintain long-standing and close relations with multiple producers and brand holders, receiving substantial part of goods directly from these partners.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ScanSource: US-headquartered broadline technology distributor with European presence. Comparable mix of consumer electronics, mobile, and adjacent categories distributed through reseller and retail channels.
• Westcoast: UK-based IT and consumer electronics distributor serving retail and reseller channels. Comparable mid-sized regional distributor with similar product mix and retail-chain customers.
• EET Group: Pan-Nordic IT/AV/consumer electronics distributor headquartered in Denmark with strong retail-chain presence. Closest geographic and product-line comparable to SRX's Nordic electronics wholesale model.

Broad incumbents

• TD SYNNEX: Global IT distributor formed by the merger of Tech Data and SYNNEX. Comparable distributor-to-retailer model with similar product categories and a pan-European footprint.
• Ingram Micro: Global IT and consumer electronics distributor with broad vendor and reseller relationships. Operates at vastly larger scale but competes for the same brand-distribution mandates in Europe.
• Esprinet: Italian-listed pan-European distributor of IT and consumer electronics, serving retailers and resellers across multiple geographies. Comparable B2B wholesale-distribution model serving retail chains.
• Arrow Electronics: Global electronics distributor with significant European operations. Comparable broadline distribution model serving B2B customers, though with greater enterprise/industrial focus.
• ALSO Group: Major European IT and consumer electronics distributor with operations across multiple countries. Comparable in product breadth and channel model, but at substantially larger scale than SRX.

Others

• Sonepar: Global leader in B2B distribution of electrical products, lighting, and related solutions. Adjacent distributor serving retail/professional channels across Europe with comparable scale and multi-country footprint.
• Rexel: French-listed global distributor of electrical, lighting, and related products. Comparable European multi-country wholesale-distribution model serving trade and retail customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/srx.is

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 SRX