In 2003, Ahvidevarer.dk is founded in the backroom of a kitchen store – becoming the first pure online seller of white goods in Scandinavia.
In 2008, we changed our name to Whiteaway and established a 15.000 M2 storage facility in Denmark – the largest white goods warehouse in Scandinavia to date.
In 2011, we acquire the renowned white goods brand Skousen and their more than 50 stores across Denmark – making us a multi channel organization.
In 2014, Heartland – the holding company representing the interests of of the Holch Povlsen family and Bestseller, aqcuires 46% of Whiteaway Group.
In 2016, we acquire the the Swedish brand Tretti – and gains 65 new Swedish colleagues located in Stockholm.
In 2018, our founder and CEO Johannes Gadsbøll, steps down as CEO and continuous as chairman of the board.
In 2024, the renowned Danish company Bolind, Danish reseller solely targeting housing associations and the Danish reseller of home appliances, Hvidevare Grossisten became part of Whiteaway Group.
Both acquisitions further strengthened our business-to-business activities.
In 2023 we set out on a quest that will set the pace until 2026 – to bring comfort and joy to all Nordic homes by guiding towards the right home appliance choices.
Our fundamentals are our three P’s – we care for our People, our Partners, and our Planet.
