Elgiganten launches conversion of 79 Phone House stores

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A year after the big deal – now Elgiganten officially rebrands their Phone House stores in Sweden.
For seven weeks, the chain will grow by 79 stores and take the market leading electronics chain into malls and city centers with a mobile and omnichannel concept.
“We will change the consumer electronics market in Sweden,” says Niclas Eriksson, CEO of Elgiganten.


Elkjøp Group grew by two billion in the Nordic region last year when the Swedish Phone House chain was added after half the financial year – following the Dixons Carphone merge in the UK. In Sweden Elgiganten now reports a growth of  590 million SEK, corresponding to 6.9 percent, and thus a record turnover of 9.1 billion SEK for the fiscal year 2014/2015.

Elgiganten says particularly the strong growth in B2B and Kitchen  and the establishment of the new service and service concept, Know-how, contributed. That has also cost some investments.

During September and October a substantial roll-out of new retail network with 79 stores located in malls and city centres will take place throughout Sweden.
In time for the holiday shopping season Elgiganten will have 157 stores and pick up-points in Sweden.

“Availability and flexibility are important to customers and the fact that they can reach us both in department stores, via our website or our Customer centre is an absolute strength. Opening 79 stores in malls and city centers is a further strengthening of our presence and proximity to customers. Now it’s even easier to visit us. I dare to say that we will change the consumer electronics market in Sweden as it is today, ” says Niclas Eriksson.

The range of the Phone House stores has been broadened with a focus on the mobile lifestyle; with mobile phones / smartphones, headsets, speakers, docking stations, tablet and mobile accessories.
“The telecom market is growing strongly and the mobile phone is becoming increasingly important for the Swedes. Through the merger of Elgiganten and Phone House, we have a market leading position in telecommunications. We have strengthened our purchasing power and the ability to get better conditions and price pressure in all directions. Elgiganten Phone House will assist customers with specialist expertise and a wide range of products for the mobile lifestyle, “says Niclas Eriksson emphasizing the prices will be the same regardless if concept.

Initiations of the new stores are starting week 38 in the Stockholm area and ends week 44 in the North of Sweden.