Salling Group is one of Denmark's largest retail groups and is behind chains such as Netto, Føtex, Bilka, Rimi, the BR toy stores, and Salling department stores. The company also operates franchise networks for brands like Starbucks, Carl's Jr, Hugo and Boss in Denmark.
Recently, the company has been expanding rapidly, including through the purchase of Rimi Baltic from Ica for 14 billion Swedish krona and the acquisition of thirty Coop stores.
Now, the company has chosen to shift its focus from physical retail to e-commerce through the acquisition of Proshop.
Customers are increasingly buying their electronics and other consumer goods online, and we want to be able to offer them the best prices, the strongest range and the fastest delivery," says Anders Hagh, CEO of Salling Group.
Award-winning player in eight countries
Proshop was founded in Aarhus, Denmark, and sells everything from home electronics and gaming equipment to toys, household products and beauty items. The e-commerce retailer operates in eight European markets and is a familiar name to Swedish consumers.
The company has previously been awarded as E-commerce of the Year in the Swedish market in Prisjakt's competition, and has been ranked in several of Ehandel.se's compilations within digital visibility. The company has also built an efficient logistics apparatus and invested heavily in automation, something the new owner now wants to leverage.
Proshop has shown for many years how technology, logistics and customer insight can be translated into good customer experiences. These are skills we are happy to invest further in and benefit from across Salling Group," says Anders Hagh.
The sellers in the deal are founder Poul Thyregod and the Norwegian investment fund A. Wilhelmsen. Poul Thyregod will remain in the CEO position and will also retain a minority shareholding in the company.
The acquisition is expected to be completed in the autumn, provided it is approved by the relevant authorities. For Proshop, the new owner is seen as a major asset for the next stage of the company's journey.
An increasingly complex and international e-commerce requires greater investment and strong partnerships. With Salling Group, we get an owner who shares our ambitions, thinks long-term and has a great understanding of customers and retail. This gives us even better opportunities to continue to grow and develop the business from Aarhus," says Poul Thyregod.
Billion-kronor turnover and independent future
Despite the change of ownership, the e-commerce retailer will continue to operate as an independent company. The strategy, management and organization will therefore remain in their current form and the existing plans to develop range and logistics will not change.
In 2025, the online store generated a turnover of over 4.4 billion Swedish krona and the company currently has 400 employees. Salling Group, at the same time, employs around 70,000 people in several different countries.
What has made Proshop successful should be preserved. Our ambition is primarily to support the continued development of the company, so that customers continue to experience high quality, great choice and efficient digital commerce," says Anders Hagh.