Elkjøp to introduce Phonehouse-concept in Norway

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Elkjøp Express stores in Norway get a new profile and are rebranded to “Phone House”.

”With this new investments we take a further step in telecom,” says director Jaan Ivar Semlitsch.

This means both Norway and Sweden will have the same small urban concept in operation.

Last summer Elkjøp owner Dixons Retail merged with Carphone Warehouse, creating Dixons Carphone in the UK. This was followed by a Swedish conversion of the subsidiary Phonehouse chain where 130 stores was rebranded to Elgiganten Phonehouse.

In Norway, a similar small store vconcept already existed in the Elkjøp chain with 22 Elkjøp Express stores. Now all Express stores in Elkjøp are undergoing a transformation and change its name to Elkjøp Phonehouse.

This will consolidate the brand concept in Scandinavia. Finland and Denmark does not yet have anything similar.

”The mobile phone is becoming increasingly important for us Norwegians, and at Phonehouse we will give our customers mobile expertise exactly where they move every day, in central urban areas and shopping centers. The new stores will have an even wider range than before with solutions and products from different brands and operators, as well as knowledgeable staff who truly can mobile. Prices will obviously be as low as in our larger stores,” says CEO Elkjøp Nordic, Jaan Ivar Semlitsch.

In addition to mobile phones the stores will also have a wide variety of goods such as tablets, activity bracelet, headphones and smart watches.

”Elkjøp is selling 2.5 million phones annually, and while telecom market in general has struggled lately we have seen incredible growth. We also know that many Norwegians think new mobile technology can be difficult and would like expert help of specialists. Phone House stores’ location and availability will make it easy and quick to get such help,” says Semlitsch.

Elgiganten in Sweden has also said the concept will be used for improved services and availability such as click & collect.