Therefore he lays hands on Amazon Marketplace - IDG.se

From Komplett’s CEO Ole Vinje, it is clear that he is very pleased with the acquisition, which was presented yesterday, when it emerged that the Norwegian group bought Swedish Webhallen from British Dixons for 140 million crowns.

class=”paragraphIntro”> The main reason to the purchase is of course to strengthen the muscles in the fight against other retailers.

– The is all the time about the volume of this business. Our idea is to strengthen its position in Scandinavia and we see that the business model Webhallen selected has been a hit on the Swedish market, he says.

One way strengthen its position in Scandinavia is to copy Webhallens multichannel model with both site stores. Ole Vinje also talk about that it’s about to take out synergies in purchasing, especially when it comes to certain products.

Complete’ve done one Swedish acquisition earlier , when it bought inWarehouse. Ole Vinje says that he himself was not present when inWarehouse purchased, and points out that there is a lot that can be done differently.

– inWarehouse turnover about SEK 150 million today, and is smaller now than it was in its time. We have learned of the affair a nd has a totally different approach now. We will not integrate into Webhallen in Complete, but it becomes a separate division that continues to evolve by Webhallens team in Stockholm. Thus we chose strategy based on what today’s companies, he says how Webhallen will complement Complete.

– We have seen on Amazon Marketplace for several years, and see it as a very successful business. They have been very successful on the Swedish market, with a young line. That we wish to continue.

In Sweden tussle Complete partly with the major retail chains, but the main competitors are other e-retailers Amazon Marketplace, Inet and Hut. And just like many others on the Swedish consumer electronics market has been tough for Complete.

– We have lost money in recent years, because it is a very tough market in Sweden. It does of course Webhallens ram page even more impressive. Again, we want to take their multichannel concept in the other Scandinavian countries too, and look at all possibilities where we can find group synergies.