On Thursday, the Danish white goods group Whiteaway Group, which owns, among others, the online store Tretti and the retail chain Skousen, presented its annual report for the broken financial year 2025/2026. The financial statements show that the group increased its total turnover by 11 percent to almost 2.9 billion Danish kroner. At the same time, operating profit before depreciation (EBITDA) strengthened by 56 percent to 76.4 million Danish kroner.
We are pleased with the results. We have implemented our strategy with focus, and it has delivered results in all three markets. At the same time, we are aware that many parts of our business can still be strengthened. The market remains tough, so we maintain focus and continue to work tirelessly, says Group CEO Jonas Hald Johansen in a comment to the financial statements.
Combines online with physical stores in Sweden
The Swedish market constitutes an important part of the growth during the past year. In Sweden, the group's turnover increased from 647 million to 709 million Danish kroner. The company already has an established position in Swedish e-commerce through the online store Tretti and Skousen's digital sales channel.
During the year, the group also took the step into physical retail in Sweden to build an omnichannel model. As Ehandel.se reported in the spring, Whiteaway Group entered into a collaboration with Kökscentrum, which meant that 13 previously Elon-affiliated stores in Scania, Småland and Stockholm joined the chain. All 13 stores were officially inaugurated under the new name Skousen Kökscentrum on October 22nd.
It is important to us that all markets are well represented, both in management and among the employees in the group. We must be close to our customers, both in our stores and at headquarters. If we lose contact with our customers, we also lose our place in the market, says Jonas Hald Johansen.
Strengthens logistics and platform
To be able to handle a larger volume in both Sweden, Denmark and Norway, the group has implemented several structural changes during the financial year. Among other things, a new central warehouse for smaller household appliances has been commissioned in Danish Taulov, which supplies all three Nordic markets. In addition, the group has implemented a new common e-commerce platform and a new point-of-sale system for the physical stores.
We have created a good foundation in the Nordics, and that has enabled us to work with growth-promoting initiatives that make it easier to scale up the business. This has meant major changes for many of our employees, our franchisees and the staff in the stores, but it also provides a stronger foundation for the continued development of our company, says Jonas Hald Johansen.
In total, Whiteaway Group currently operates 11 online stores and 92 physical stores in Scandinavia. Going forward, the focus is on consolidating the new structures and continuing to grow within the core business in the Nordic market.
We have a strong position in the Danish market and are continuing to work to strengthen our position in the rest of the Nordics. Our goal is still to be specialists in white goods. That is where our strength lies, and where we can create the best results for our customers and our business, concludes Jonas Hald Johansen.