Netonnet announced on Tuesday that it is expanding its range of own brands with the launch of its own laptop series.
The goal has been to offer a clear range where it is easy to find the right level in the different model series Lite, Edge and Pro, says Naila Hedblom, Private Label Manager at Netonnet and Komplett Group.
The laptop brand has been named Centurion. Developing its own brand is also a strategy to navigate the challenges facing the global hardware market.
An own brand gives us better opportunities to manage both supply and pricing over time. It creates more stable conditions and allows us to offer laptops that maintain a competitive level even when the market is more challenging, says Naila Hedblom.
High Demand for Memory
The entire electronics industry is currently experiencing problems with component supply, particularly with regard to memory modules. The development is driven, among other things, by high demand for hardware for AI applications and data centers, which creates price pressure that acts as an uncertainty factor for the market.
Competitor Inet's CEO Erik Wickman described the industry's situation in February:
A hell of a lot of AI servers are being sold globally that are absorbing a large part of the components. That means we currently have a challenge with memory modules.
Komplett Group also confirms in its interim report for the first quarter of the year that the ongoing price increases and limited availability of memory circuits have negatively affected sales, primarily within the gaming and computer components categories.
Internal Challenges for Komplett
The launch of Centurion takes place while the parent company Komplett Group is in a restructuring phase. In February 2026, the group reported a write-down of NOK 536 million for the full year 2025, of which NOK 443 million was directly attributable to the subsidiary Netonnet. The purpose was to reduce balance sheet risk due to a delayed recovery.
Shortly thereafter, in mid-March, CEO Ros-Marie Grusén left her position with immediate effect. In connection with the departure, it emerged that the board of directors was investigating internal whistleblower reports related to the working environment, although the board emphasized that the CEO change was not related to these reports. Vebjørn Torsetnes was appointed new CEO of Komplett ASA on March 16, 2026.
In the quarterly report published on April 30, it appears that the group is now implementing commercial measures to improve profitability, with a particular focus on prioritizing margin quality for Netonnet. As part of the change work, Karl Eckerdal assumed the position of new CEO of Netonnet in February.