Elkjøp Nordic has officially announced its acquisition of Eplehuset, a prominent retailer with 25 locations across Norway, marking a significant development in the country's retail landscape. Although the purchase price remains undisclosed, negotiations for the acquisition have reportedly been underway since spring 2025. The deal is contingent upon approval from the Norwegian Competition Authority, indicating that regulatory insights will play a crucial role in the finalization of this transaction.

In a press release, Fredrik Tønnesen, the CEO of Elkjøp, expressed admiration for Eplehuset's established culture and loyalty among Apple customers, highlighting that the brand has achieved a 'gold standard' in consumer experience. Tønnesen noted that Elkjøp is typically cautious about acquiring other companies, often declining such offers, but felt an immediate engagement with Eplehuset that warranted this purchase. This acquisition not only reflects strategic growth for Elkjøp but also an intent to enrich the customer experience further by leveraging Eplehuset's unique attributes.

Elkjøp reassured consumers that Eplehuset’s brand and operational methods will remain intact post-acquisition, promising to nurture the qualities that have made Eplehuset distinct in the market, such as their exceptional customer service and deep product knowledge. This decision suggests a commitment to continuity for Eplehuset's customers while potentially expanding Elkjøp’s market reach in the tech retail sector through enhanced services and expertise.