– Despite a fantastic year last year, with double-digit growth in a declining market, we have once again managed to achieve double-digit growth in the latest financial year, says Rune Eriksen, Nordic sales director for Epoq.
– What we are achieving is actually the opposite of the industry as a whole, says Eriksen, highlighting several factors behind the result.
– Range, close proximity to the customer and stores across the Nordic region, combined with good products at good prices.
Annonse
We meet Eriksen together with Nordic category director Marianne Nøkleby at Elkjøp’s training fair Campus Home in May. At The Qube at Gardermoen, the chain welcomes sales staff from across the Nordic region. In the Epoq area, which is the same during Campus Tech as well, sinks, taps and worktops are also on display, as well as white goods, including from Elkjøp’s own brand Epoq.
This is how Rune Eriksen and Marianne Nøkleby show the price level and colours of the fronts. Photo: Stian Sønsteng
– For us, it is very important to teach our sales staff everything about kitchens. Here they get to see all the possibilities we offer, says Marianne Nøkleby.
Confidence and expertise
Rune Eriksen underlines what the training is intended to give the sales staff:
Annonse
– This is an arena that enables the sales staff to give customers the best possible experience when they are buying a kitchen, which is one of the bigger investments they make in their home. That is why it is important that we have knowledgeable sales staff who know our products, understand solutions, understand life at home and give the customer the product they want, Eriksen tells the trade magazine Elektronikkbransjen.
The range he and Nøkleby are presenting consists of 148 different fronts and colours.
Marianne Nøkleby with a Franke mixer tap with boiling water. Photo: Stian Sønsteng
– Here we give the salespeople confidence that these are kitchens with quality, backed by a 35-year guarantee. Epoq is functionality, design and quality that lasts a long time, says Nøkleby.
Warehouse in Jönköping
– One of the most important drivers behind the growth is not visible here in the exhibition halls. It is a warehouse in Jönköping, says Rune Eriksen.
Previously, all orders were sent from a warehouse in Brno in the Czech Republic, and across Europe to Norwegian, Swedish, Danish and Finnish customers.
Annonse
– Our new supply set-up has shortened delivery times, reduced costs and cut the climate footprint. It is a simple calculation: the warehouse is closer to the customer, the customer receives the goods more quickly, it is more cost-effective and it is environmentally friendly, says Eriksen.
The result of the changeover to a central warehouse in Jönköping is reflected in the OTIF figures, On Time In Full, a metric for delivery precision. Nøkleby is clearly pleased:
– Our OTIF figures have increased dramatically in recent years, and we are now delivering at a very high level, which we are very pleased with, says the category director.
At this year’s Campus, Epoq is showing wardrobe solutions for the first time. Photo: Stian Sønsteng
Wardrobes as a new focus
Epoq is now launching wardrobe solutions, and the products are mainly based on the same cabinet frames used in the kitchen range.
– The advantage for customers is that they can choose from all 148 different fronts and colours we have, so they can buy a utility room, wardrobe and kitchen in the same style and the same colours, if they wish, says Eriksen.
Quick to spot trends
He says product development is a strength for Epoq:
– We have many people working with us who look at trends in the market, around Europe and elsewhere in the world. That is why we are quick off the mark when we see new trends emerging, especially in colours. When you buy a kitchen, the colour and design are often the first things you think about, and here we have hit the mark incredibly well, says Eriksen.
Some of the fronts in the standard range. Photo: Stian Sønsteng
Stocked and made to order
The range is divided into two categories: items kept in stock, and items made to order. The stocked items are those with the highest volume, and if a made-to-order item increases sharply in sales, it is moved into the stocked range. Made-to-order items have a longer delivery time, since the fronts are specially made for each individual customer.
– How would you describe the competition in the market?
– It is there, it always will be, and I think that is healthy. We are running our own race, we have our own strategy, and so far it has worked very well for us, says Eriksen.
Nøkleby says Epoq has big plans for the road ahead, but for now they do not wish to share the details.
– If not before, we’ll see each other at Campus next year! Nøkleby smiles.
The article was previously published in the print edition of the trade magazine Elektronikkbransjen no. 3/2026, which was distributed in week 24. Here you can read the article and browse through the digital edition of the magazine. You can read all editions of the magazine digitally, from no. 1/1937 onwards, at elektronikkbransjen.no/historiskarkiv.
