WhiteAway

WhiteAway Group A/S, established in 2007 by Johannes Gadsbøll and Esben Gadsbøll, operates as a significant e-commerce entity in the Scandinavian household appliance market. The company originated from an idea in the back room of a kitchen store in Aarhus, Denmark, aiming to simplify the process of purchasing affordable white goods online. It has since evolved into a major online retailer, managing several webshops across Denmark, Sweden, and Norway, including the flagship brand WhiteAway.

The business functions primarily through online direct-to-consumer sales of major household appliances, serving the general public in the Nordic region. Its business model is centered on providing a wide assortment of appliances at competitive prices, complemented by services such as delivery, installation, and disposal of old units. This approach targets consumers seeking convenience and value when purchasing items like refrigerators, washing machines, and ovens. The company generates revenue directly from the sale of these products and associated services through its various online storefronts.

A key milestone in WhiteAway's history was the merger with Skousen, a Danish domestic appliance retailer, in 2011. Subsequently, in 2017, the publicly listed company B&O (Bang & Olufsen) acquired a 28.6% stake in WhiteAway. By 2016, the company reported revenue of DKK 1.6 billion and employed 225 people. The group's brand portfolio includes WhiteAway, Skousen, and Tretti, among others, solidifying its position as a dominant force in the Scandinavian appliance e-commerce sector.

Keywords: e-commerce, household appliances, white goods, Scandinavian retail, online sales, direct-to-consumer, home appliances, Nordic market, appliance retail, consumer electronics