What Elon does

Elon is a privately held Swedish retail chain headquartered in Örebro that sells household appliances, consumer electronics, and home products through an integrated omnichannel network of physical stores across Sweden and the e-commerce site elon.se. The company positions itself as Sweden's leading chain for home appliances and home products (Sveriges ledande kedja för vitvaror och hemprodukter) and operates within the Euronics international buying alliance, giving it collective purchasing power over a multi-brand portfolio that includes Miele, Samsung, LG, Bosch, Electrolux, Siemens, Dyson, Hisense, Asko, and more than 100 other brands, alongside two proprietary private labels — Canvac (heat pumps) and Elvita (home and professional laundry appliances).

The product offering is organized around laundry (washing machines, dryers, washer-dryer combos, drying cabinets), indoor climate (air-to-air heat pumps, portable AC, air treatment), kitchen appliances, consumer electronics (TVs, soundbars, mobile phones, laptops), and cleaning (vacuum cleaners, steam cleaners). Service attach includes scheduled home delivery, professional installation, old-appliance recycling, a 5-year warranty program, product insurance, an Elon Club loyalty program with BankID-secured login, customer service via chat/phone/email, and gift cards. Payment options span Klarna Checkout with card, invoice, and 6/12/24/36-month installments, with pricing not publicly disclosed and shown only in cart or in-store.

Revenue is generated primarily through hardware retail sales with ancillary service fees, Klarna transaction economics, and private-label margin uplift from Canvac and Elvita. The customer base is Swedish household consumers (horizontal segmentation), supplemented by an emerging B2B channel (foretag.elon.se). No revenue, headcount, ownership, or funding details are publicly disclosed; operating geographies are limited to Sweden.

Name

Elon

Legal name

Elon

Website

https://audiovideo.se

Company type

Private

Operating status

Operating

Short description

Elon is a privately held Swedish retail chain headquartered in Örebro that sells household appliances, consumer electronics, and home products through physical stores across Sweden and the e-commerce site elon.se, serving Swedish household consumers under the Euronics purchasing alliance.

Ownership category

akta.pro rank

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sale of home appliances and consumer electronics including washing machines, dryers, refrigerators, TVs, air conditioners, vacuum cleaners, and mobile phones. The company sells products across multiple categories from leading international brands.
2. Installation Services: Professional installation services for products such as air heat pumps and other appliances. Includes disconnection of old products and proper setup.
3. Financing Services: Partnership with Klarna to offer installment payment options (6/12/24/36 months) and financing solutions, providing revenue through payment processing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Elon operates as Sweden's leading specialty retail chain for home appliances and home products, selling laundry appliances (washing machines, tumble dryers, washer-dryer combos, drying cabinets), kitchen appliances (range hoods, fridges, freezers), indoor climate solutions (heat pumps, portable AC), consumer electronics (TVs, soundbars, mobile phones, laptops), and cleaning equipment (vacuum cleaners, steam cleaners). The chain combines a physical store network with full e-commerce and bundles complementary services including home delivery, professional installation, recycling of old products, a 5-year warranty program, and the Elon Club loyalty program.

Product overview

Elon is Sweden's leading retail chain for home appliances and household products, operating both online (elon.se) and physical stores across Sweden under the Euronics purchasing alliance. The company offers a broad multi-brand portfolio organized around core product categories: laundry appliances (washing machines, tumble dryers, heat pump dryers, washer-dryer combos, and drying cabinets); indoor climate solutions (air-to-air heat pumps, portable AC, air purifiers, dehumidifiers, humidifiers, and fans); kitchen appliances (range hoods, refrigerators, freezers, cookers/ovens); consumer electronics (TVs, soundbars, mobile phones, laptops); and cleaning appliances (robot vacuums, stick vacuums, canister vacuums, steam cleaners, steamers). The company carries over 100 third-party brands (including Miele, Samsung, LG, Bosch, Electrolux, Siemens, Dyson, Electrolux Excellence, Hisense, Asko, Cylinda, and Panasonic) alongside two proprietary sub-brands: Canvac (air-to-air heat pumps positioned for the Nordic market, from a major global manufacturer) and Elvita (affordable home and professional-grade laundry appliances). Services complement the product range and include home delivery, professional installation, recycling of old appliances, a 5-year warranty program, product insurance, a loyalty program (Elon Club), customer service via chat/phone/email, and gift cards. The product portfolio is unified under a single e-commerce platform and physical store network, with private-label brands providing value alternatives to premium manufacturer brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Laundry Appliances (Tv\u00e4tt & tork) Retail category offering washing machines, tumble dryers, heat pump dryers, washer-dryer combos, and drying cabinets from brands including Electrolux, Bosch, Miele, LG, Samsung, Asko, Cylinda, and Hisense for Swedish households.
• Refrigerators & Freezers (Kyl & frys) Retail category offering refrigerators, freezers, and fridge-freezer combinations including built-in and freestanding models, sold as individual units or bundled packages.
• TV & Soundbar Retail category offering televisions and soundbars featuring brands including LG and Samsung.
• Mobile Phones (Mobiltelefoner) Retail category offering mobile phones and smartwatches, including Samsung Galaxy models, sold online and in physical stores.
• Vacuum Cleaners (Dammsugare) Retail category offering robot vacuum cleaners, cordless stick vacuums, traditional canister vacuums, and central vacuum systems from brands such as Dyson, Ecovacs, Roborock, Miele, and Nilfisk.
• Heat Pumps (Luftv\u00e4rmepumpar) Retail category offering air-to-air heat pumps for heating, cooling, and air purification in homes, vacation homes, and commercial spaces, including WiFi-enabled models with app control and climate zone-adapted variants.
• Portable AC & Air Conditioning Retail category offering portable and fixed air conditioning units for cooling residential and commercial spaces, with options for different room sizes and noise levels.
• Kitchen Range Hoods (K\u00f6ksfl\u00e4ktar & spisk\u00e5por) Retail category offering kitchen ventilation including wall-mounted, ceiling-mounted, built-in, island, and under-cabinet range hoods with extraction or charcoal filter recirculation from Siemens, Electrolux, and other brands.
• Steam Cleaning Products (\u00c5ngreng\u00f6ringsprodukter) Retail category offering steam cleaners and steam mops for chemical-free cleaning of hard surfaces, textiles, and floors, including K\u00e4rcher SC series units and accessories such as microfiber cloths and round brushes.
• Steamers & Steam Stations Retail category offering clothing steamers and steam stations from brands including Tefal, which smooth garments using steam without an ironing board, with ready times from 15 seconds and various steam output rates.
• Grills & Pizza Ovens (Grillar & pizzaugnar) Retail category offering outdoor cooking equipment including grills and pizza ovens for garden and outdoor use.
• Laptops Retail category offering laptop computers from various brands, available in the computers and tablets category.
• Canvac (Private Label Heat Pumps) Elon's own brand of air-to-air heat pumps manufactured by a major global producer, available in base, mid-range, and premium power classes with capacities from 20 m\u00b2 to 200 m\u00b2, featuring WiFi and app control.
• Elvita (Private Label Appliances) Elon's own brand of home appliances including washing machines, tumble dryers, washer-dryer combos, and drying cabinets, positioned as affordable alternatives to premium brands. The Elvita Professional line (PTS/TKS series) serves commercial and industrial laundry use with 400 V electrical connection requirements.
• Home Delivery (Hemleverans) Delivery service bringing purchased products directly to the customer's door at a scheduled time, available across Sweden.
• Professional Installation Professional installation service where technicians disconnect old products and install new ones, offered for major appliances including washing machines, dryers, and heat pumps.
• Recycling Service (\u00c5tervinning) Packaging removal and old product disposal service, taking care of all packaging materials and transporting old appliances for recycling after delivery and installation.
• Gift Cards (Elon Presentkort) Electronic gift cards valid in all Elon and Elon Ljud & Bild stores across Sweden, with remaining balance usable for future purchases; card balance and validity can be checked online.
• Elon 5-Year Warranty Extended 5-year warranty program offered on products, with warranty terms documented in a downloadable PDF.
• Product Insurance (Elon f\u00f6rs\u00e4kring) Product insurance program offering coverage for purchased appliances beyond the standard warranty period.
• Elon Club Loyalty Program Membership loyalty program offering exclusive benefits and personalized offers, with verification via BankID or email login. Members receive access to exclusive deals and member-only promotions.

Quantifiable outcome

• 4.8 out of 5 customer rating for store pickup service based on over 4000 reviews

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core.

• KlarnacoreTechnology or IntegrationPayment services partnership enabling multiple payment options including immediate payment, invoice, and installment plans. Klarna Checkout is integrated into the e-commerce platform allowing customers to pay with Visa, Mastercard, or Klarna's own payment methods including flexible installment options (6/12/24/36 months).
• BankIDcoreTechnology or IntegrationSecure identity verification service used for customer login to Elon Club membership program. Enables customers to securely verify their identity using the BankID mobile application by scanning QR codes.
• EuronicscoreChannel Partner/ Reseller/ DistributorInternational retail chain affiliation providing shared purchasing power, marketing resources, and brand association. Euronics is a global group of independent appliances and electronics retailers. The partnership allows Elon to access competitive pricing and brand partnerships.
• Various Appliance Brands (AEG, Electrolux, Bosch, Samsung, LG, Miele, etc.)coreChannel Partner/ Reseller/ DistributorAuthorized reseller relationships with major appliance and electronics brands including AEG, Electrolux, Bosch, Siemens, Samsung, LG, Miele, Panasonic, Daikin, Dyson, and over 100 other brands. Brands provide product supply, marketing support, and warranty service networks.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Elgiganten: Swedish consumer electronics and home appliance retailer with the largest store network in Sweden. Directly competes with Elon across TVs, white goods, mobile phones, and laptops, with overlapping brand portfolios and similar BOPIS/delivery services.
• MediaMarkt Sweden: Swedish arm of the pan-European consumer electronics and appliance big-box chain. Overlaps directly with Elon's category mix, service offerings, and financing partnerships, and competes for the same Swedish household customers.
• NetOnNet: Swedish low-price online-first electronics and home appliance retailer. Competes with Elon on price transparency and rapid delivery for the same product categories, particularly TVs, white goods, and laptops.
• Power (Power.no / Power.se): Nordic electronics and appliance chain with Swedish stores carrying a comparable multi-brand portfolio. Comparable in store-and-online model, brand assortment, and customer base to Elon, with overlapping BOPIS and delivery infrastructure.
• WhiteAway Group: Danish/Nordic home appliance retailer offering major appliances, kitchen, and laundry products online with delivery and installation services. Closely comparable business model to Elon's with multi-brand portfolio and service attach.
• Coolblue: Dutch/Belgian consumer electronics and appliance e-tailer known for strong service and delivery promise. Comparable to Elon in product breadth (white goods + brown goods), service bundling, and customer-rating-driven positioning.
• AO.com: UK online-first retailer specializing in major domestic appliances with strong service and installation attach. Direct comparability with Elon on category mix, brand assortment, and service-led differentiator.

Broad incumbents

• Euronics Group: International buying group and brand umbrella of which Elon is a member. Comparable as the broader retail network that provides Elon collective purchasing power, marketing resources, and supplier relationships across Europe.

Regional players

• Webhallen: Swedish electronics retailer with strong orientation toward IT, gaming, and mobile, but also carrying home appliances. Operates in the same Swedish market as Elon with overlapping electronics and mobile categories.

Emerging players

• Kitch.no: Nordic online kitchen and appliance retailer with focused assortment in kitchen appliances and white goods. Comparable in product category and service bundling, though narrower in scope than Elon's full multi-category retail model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ELONfilm
• Facebookfacebook.com/elonsverige
• Instagraminstagram.com/elonsverige
• Pinterestpinterest.se/elonsverige
• LinkedInlinkedin.com/company/audio-e-video

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Elon