Overview
Power is one of the Nordic region's largest consumer electronics and home appliance retailers, with close to 300 stores in Norway, Denmark, Finland and Sweden and online shops in all four countries. It sells TVs, computers, phones, gaming, white goods, small appliances and kitchens. For an electronics or appliance brand, Power is a major retail partner across the Nordics.
Who is behind Power
Power International is Norwegian-owned, by Awilhelmsen AS (the Wilhelmsen family's investment company) and Dolphin Invest AS, controlled by Øivind Tidemandsen. Power grew out of the former Expert chain, which it rebranded and expanded: the Power brand started in Denmark in 2015, then opened stores in Finland, launched online in Sweden and arrived in Norway in 2017. In autumn 2023 Power bought MediaMarkt's 29 stores in Sweden, and MediaMarktSaturn received a 20% stake in Power Sweden in return. Power now has close to 300 stores and around 5,000 employees, and reported revenue of about NOK 20 billion in 2024.
Growing in Sweden
Sweden is Power's newest market. It has converted the former MediaMarkt stores to Power and plans to open at least ten more stores in Sweden, including in Halmstad. Power's Swedish management says the business is on its way to profitability, which MediaMarkt never achieved there. Power invests in physical stores because many customers want advice on complex products, and a large share of online orders are picked up in store.
What the shopper sees
Power combines large stores with online sales, competitive prices, campaigns such as Black Week with price guarantees, and services such as kitchen design, installation and business sales, including professional products for offices and hospitality.
How brands can work with Power
Power works with brands as a retailer, buying products for its stores and online shops. A brand approaching Power should be ready with:
- Electronics, appliances or kitchen products with clear demand in the Nordics.
- Nordic-language product content and packaging, including Norwegian, Danish, Finnish and Swedish.
- EU and Norwegian compliance, such as CE marking, WEEE, energy labels and Norwegian requirements.
- Campaign support, since promotions and peak seasons drive a large share of sales.
- Reliable supply for a large store network.
Why Power matters for brands
Power is one of only a few retailers with a strong presence in all four main Nordic countries, which lets brands reach a large share of Nordic electronics shoppers through one partner.
How eBrands looks at Power
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 Power could sit alongside the channels you already use, we are happy to talk it through. See also our Elgiganten / Elkjøp / Gigantti page.
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