Elkjøp, one of Norway's leading electronics retailers, has announced the acquisition of Eplehuset, a renowned retailer of Apple products. Negotiations regarding this purchase have been ongoing since spring 2025, and Elkjøp confirmed the deal in a press release. Although the purchase price remains undisclosed, it is clear that the move is contingent on approval from the Norwegian Competition Authority, reflecting the regulatory steps necessary for such acquisitions.

Fredrik Tønnesen, the CEO of Elkjøp, expressed admiration for Eplehuset’s culture and service standards, which he believes represent the benchmark for Apple customers. He stated that the decision to purchase Eplehuset was prompted by the unique offerings of the company, differentiating it from other potential acquisition opportunities that Elkjøp typically passes up. This decision signals a strategic shift for Elkjøp as it seeks to expand its market presence in the high-end electronics segment while aligning closely with consumer expectations in the Apple ecosystem.

Following the acquisition, Elkjøp plans to operate Eplehuset stores as standalone entities, ensuring that their existing brand identity, service levels, and customer engagement strategies remain intact. Tønnesen assured customers that the specialization in exceptional knowledge and high-quality service will continue to be their priority. This strategy not only aims to preserve what makes Eplehuset unique but also to potentially enhance Elkjøp's reputation in the premium electronics market in Norway.