ELKJØP BUYS EPLEHUSET

– We are enormously looking forward to this, says the CEO of Elkjøp Nordic.

According to the press release, the owners of Hovedhuset AS, which owns Eplehuset AS, have been in talks with the management of Elkjøp Nordic AS since the spring of 2025. They have now agreed that Elkjøp will buy Eplehuset, pending approval from the Competition Authority.

– The parties have agreed not to disclose the purchase price, the press release states.

– I have closely followed Eplehuset for over 20 years and am impressed by the culture they have built. They have created the gold standard for Apple customers. Elkjøp regularly receives offers to buy other companies but almost always politely declines. This time it was different. We were immediately interested, says Elkjøp Nordic's CEO Fredrik Tønnesen in the press release.

Continues as before

Eplehuset is an Apple Premium Partner, with 25 stores across the country. According to the press release, both the brand and concept will remain, and the stores will continue to operate as before.

– With this, Tønnesen assures that Elkjøp has no ambition to swallow the apple, the press release states.

– No, quite the opposite. We will continue and cultivate what makes Eplehuset unique: fantastic knowledge and first-class service. All stores will continue to operate as they do today, and Eplehuset will be established as a separate subsidiary in our group, says Tønnesen.

Eplehuset's largest owners, Bjørn Tore Brevik and Marit Buseth Hovde, are also very pleased according to the press release.

– We have spent almost 25 years of our lives building Eplehuset. The time has come for others to take over, but it has been very important for us in the ownership community to find a good home for the company and our employees. With Elkjøp, we have found a safe, long-term owner with the ability and willingness to build further on our life's work, says Brevik.

Espen Berger remains boss

That key employees wish to continue at Eplehuset has been crucial for Elkjøp, according to the press release.

– Through the process, I have become convinced that key employees in today's management, with Espen Berger, managing director since 2017, at the forefront, are motivated to help write the next chapter in Eplehuset's history. This has been crucial for us. To succeed, we must have the best on the team, and we have that now, says Tønnesen.

– I and the management at Eplehuset have great faith in this change and the opportunities it provides to develop further. Our knowledge, culture, and customer service will continue, and we will still work every day to provide the best Apple experience, now with even greater strength to take new steps forward, says managing director Espen Berger at Eplehuset.

With the acquisition of Eplehuset, Elkjøp strengthens its offer and focus on the corporate market, according to the press release.

– In recent years, we have focused more strongly on the corporate market, and the acquisition is an important step in this work, explains Tønnesen.