Overview
Kjell & Company is the Nordic market leader in electronics accessories, selling cables, chargers, smart home products, audio, gaming accessories, components and tools. It runs around 145 stores in Sweden and Norway and online shops in Sweden, Norway and Denmark. For a brand in tech accessories, smart home or consumer electronics, Kjell is one of the most important specialist retailers in the Nordics.
Who is behind Kjell & Company
Kjell & Company was founded in 1988 by three Dagnelius brothers and their father Kjell. It is part of Kjell Group, listed on Nasdaq Stockholm and based in Malmö, which also owns the Danish online retailer AV-Cables. In 2025 Kjell Group's sales were SEK 2,379 million, down from SEK 2,584 million, and the company is in a turnaround under CEO Sandra Gadd. It returned to growth in the second quarter of 2026, with sales up 8.4% and Norway growing more than 20%. Kjell's customer club has more than 3 million members, and its own brands make up a large share of sales.
What the shopper sees
Kjell is known for knowledgeable staff and a large range of around 9,000 products in its stores, many of them kept behind the counter. It has expanded with shop-in-shops in other retailers, for example in IKEA stores, and offers services such as trade-in and repairs.
How brands can work with Kjell
Kjell is a retailer that buys products from brands and suppliers, alongside its own brands. A brand approaching Kjell should be ready with:
- Tech accessories or electronics that fit Kjell's specialist range.
- Nordic-language packaging and content.
- EU and Nordic compliance, such as CE marking, WEEE and battery rules, plus Norwegian requirements.
- Competitive pricing next to Kjell's own brands.
Why Kjell matters for brands
Kjell's stores and loyal customer base make it a strong channel for tech accessories in Sweden and Norway, where shoppers value advice.
How eBrands looks at Kjell
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you want to see how Kjell could sit alongside the channels you already use in the Nordics, we are happy to talk it through.
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