samkaup
Samkaup hf. is an Icelandic grocery retailer operating 20+ physical stores under the Nettó, Kjörbúðin, and Krambúðin banners, serving general consumers through direct retail sales supported by the Nettó App loyalty program and 2% store credit rewards.
- Company typePrivate
- Founded-
- HeadquartersKópavogur, Iceland
- Headcount1–10
- GTM typeB2C
- OfferingServices
What samkaup does
Samkaup hf. is an Icelandic grocery retail company operating a multi-banner physical store network under the Nettó, Kjörbúðin, and Krambúðin brands. With more than 20 store locations spanning the capital area (Reykjavík, Kópavogur, Hafnarfjörður, Mosfellsbær), West Iceland (Borgarnes), North Iceland (Akureyri, Húsavík), East Iceland (Egilsstaðir), South Iceland (Selfoss), and the Westfjords (Ísafjörður), the company operates one of the most geographically distributed retail footprints in Iceland, including a 24/7 location in Reykjavík's Mjódd district and extended-hours stores (07:30-23:59) at multiple sites.
The digital layer centers on the Nettó App (rebranded from the Samkaupa app in May 2026), which functions as a unified loyalty card, store credit (inneign) manager, payment integration, digital receipt storage, and wallet-addable barcode tool. Members of KSK, KB, KASK, or KÁ loyalty programs earn 2% store credit on purchases at all three banners, with credit expiring after two years. Supporting digital products include electronic gift cards (Rafræn gjafakort, minimum 2,500 ISK, valid two years), a recipe platform segmented by dietary preferences and cuisine, a health and wellness editorial featuring Icelandic athletes and trainers, and a bi-annual sponsorship grant program (Styrkir) for community organizations. Customer service is operated from Kópavogur with a legal address in Reykjanesbær.
Revenue is generated entirely through direct retail grocery transactions on a pay-as-you-go unit-pricing model with periodic promotional discounts. The customer base is horizontal—general Icelandic consumers for daily grocery and household needs—supplemented by a non-revenue community sponsorship function. The company self-attests GDPR compliance under Icelandic data protection law (Persónuverndarlög) with documented retention policies for surveillance footage (3 years) and accounting records (7 years per accounting law no. 145/1994). No funding rounds, M&A activity, AI capabilities, or external investors are disclosed in the source material.
samkaup firmographics
Firmographics- Name
- samkaup
- Legal name
- Samkaup hf.
- Website
- https://netto.is
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Samkaup hf. is an Icelandic grocery retailer operating 20+ physical stores under the Nettó, Kjörbúðin, and Krambúðin banners, serving general consumers through direct retail sales supported by the Nettó App loyalty program and 2% store credit rewards.
- Ownership category
- akta.pro rank
samkaup industry classification
Industry- Product category
- Grocery Retail
- NAICS
- Grocery and Convenience Retailers (4451)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Value-Oriented Traditional Supermarkets (Non-Club) (CRAHAAAF)
Keywords
Where samkaup is headquartered
LocationHeadquarters
- HQ city
- Kópavogur
- HQ country
- Iceland
- HQ region
- Europe
Offices23 records
Markets served
samkaup business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail Grocery Sales: Direct retail sales of food and household products through physical store locations across Iceland. Revenue generated from customer purchases at point of sale in Nettó, Kjörbúðin, and Krambúðin stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
samkaup product offering
Product offeringCore offering
Samkaup hf. operates a multi-banner grocery retail network in Iceland under the Nettó, Kjörbúðin, and Krambúðin store brands, with more than 20 physical store locations nationwide. Sales of food and household products are made directly to consumers through self-service and counter checkouts, supported by the Nettó mobile app that serves as a digital loyalty card, store-credit (inneign) accumulator, and digital receipt system.
Product overview
Samkaup hf. operates a multi-banner grocery retail network under Nettó, Kjörbúðin, and Krambúðin brands across Iceland. The primary customer-facing digital product is the Nettó App—a unified loyalty and payment platform that replaced the Samkaupa app in May 2026. The app integrates a digital loyalty card (Nettó Kort), balance/credit management, receipt storage, and payment functionality usable across all three store banners. Supporting digital offerings include electronic gift cards (Rafræn Gjafakort), a recipe platform with dietary and cuisine filters, a health and wellness grant program (Styrkir), and a store locator with real-time opening hours.
Differentiator
Problem solved
Functional benefit
Products and services
- Grocery retail stores (Nettó, Kjörbúðin, Krambúðin)
Quantifiable outcome
- 2% store credit earned on all purchases with membership (KSK, KB, KASK, KÁ)
- +1 more outcomes
Companies that use samkaup
Customer profileSegments2 records
Ideal customer profiles1 record
samkaup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
samkaup partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Biobóndan (Gunnar Bjarnason)minorLocal organic potato farmer supplying Nettó with organic potatoes grown in Austur-Landeyjar. Farmer obtained organic certification in 2022 and conducts experiments with different potato varieties. Products sold under Biobóndan brand in Nettó stores.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
samkaup competitors and assessment
Company assessmentBroad incumbents
- Coop Sverige: Sweden's largest grocery cooperative with nationwide store network and loyalty program (Coop Mer). Comparable to Samkaup in retail format and loyalty-driven retention mechanics.
- Lidl: International hard-discount grocer with stores in Iceland. Direct competitor to Nettó's value banner on price-led grocery, and a comparable benchmark for efficiency and private-label execution in the Icelandic market.
- ICA Gruppen: Major Nordic grocery incumbent (Sweden) operating ICA supermarkets, Maxi (hypermarket), and Nära/Dollarstore formats. Useful peer for multi-banner grocery strategy and private-label economics relevant to Samkaup.
- Kesko: Finnish grocery incumbent operating K-Market, K-Supermarket, and K-Citymarket banners. Comparable multi-banner Nordic grocery operator relevant for portfolio strategy benchmarking.
Direct peers
- Hagkaup: Icelandic supermarket chain under Hagar hf. competing in the same grocery retail category as Nettó, with nationwide store coverage and overlapping assortment. Operates as a mainstream/full-line supermarket banner, the closest direct competitor to Samkaup's Nettó banner.
- Kjörbúðin: Samkaup's own subsidiary grocery banner operating in Iceland. Included for completeness as an internal banner rather than an external peer — same operator, differentiated positioning within the portfolio.
- Krónan: Icelandic mid-market supermarket chain owned by Hagar hf. Directly competes with Nettó and Kjörbúðin on price and assortment in the same physical-store format across Iceland.
- Bónus: Iceland's leading discount supermarket chain, owned by Hagar hf. Most price-aggressive competitor to Nettó's value-positioned banner; highly comparable on business model and target shopper.
- Krambúðin: Samkaup's local-neighborhood grocery banner. Internal peer sharing the same loyalty infrastructure and supplier base as Nettó, with smaller-format positioning.
Regional players
- Costco Iceland: Membership-warehouse grocery operator serving the Icelandic market. Competes on bulk-value grocery assortment in the same Iceland-only territory, but with a fundamentally different club-store format.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
samkaup social profiles
Digital presencesamkaup compliance and trust
Trust signalCompliance1 record
samkaup financial estimates
Financial estimateRevenue estimate
Valuation estimate
samkaup leadership team
Management profileNumber of profiles
samkaup subsidiaries and ownership
Company hierarchySubsidiaries2 records
samkaup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
samkaup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about samkaup
What does samkaup do?
Samkaup hf. operates a multi-banner grocery retail network in Iceland under the Nettó, Kjörbúðin, and Krambúðin store brands, with more than 20 physical store locations nationwide. Sales of food and household products are made directly to consumers through self-service and counter checkouts, supported by the Nettó mobile app that serves as a digital loyalty card, store-credit (inneign) accumulator, and digital receipt system.
Is samkaup a public or private company?
samkaup is a private company. It is classified as unknown and is currently operating.
When was samkaup founded?
samkaup was founded in -1. It employs 1 to 10 people.
Where is samkaup based?
samkaup is headquartered in Kópavogur, Iceland, in the Europe region.
How does samkaup make money?
One revenue line is on record: retail Grocery Sales.
Who are samkaup's main competitors?
Broad incumbents on record are Coop Sverige, Lidl, ICA Gruppen and Kesko. Direct peers are Hagkaup, Kjörbúðin, Krónan, Bónus and Krambúðin. Costco Iceland is listed as a regional player.
Does samkaup have an API?
No public API is recorded for samkaup.
What industry is samkaup in?
samkaup's product category is Grocery Retail. Its primary akta.pro industry code is CRAHAAAF, Value-Oriented Traditional Supermarkets (Non-Club). Its NAICS code is 4451 and its SIC code is 5411.