Merchants of home appliances – with our customers closest at heart

Our values

As proud merchants, our customers and our people are at the very core of our DNA. We are passionate about our business and we want to grow it together. And our goal is clear. We want to deliver the best possible customer experiences. We think ‘customer first’ in everything we do.

We are guided by values more than a strict set of rules and procedures. Why? We believe that a common set of values give us the best chance of navigating situations that are oftentimes dynamic and complex. This is our compass:

It’s about people

We are reliant on having happy customers. Something we can’t achieve without the dedicated people who work here.

Create growth

We are driven by growth. We benchmark our performance against the very best and our goal is to do even better.

Build open and honest relations

We prioritise open and honest relations across Whiteaway Group, with our customers, vendors, and other collaborators.

Do more with less

We must be able to sell at the lowest price, why our commercial nous is key. Growing the business profitably excites us.

Be humble

We celebrate our successes. Success is not a laurel to rest on, success is a springboard to new heights.
Our Quest

Bring comfort and joy to all Nordic homes by guiding towards the right home appliance choices

Our beginning and end

A customer first mindset

Customer experience and trust are at the heart of our business. We strive to deliver a personalised experience for each of our customers.

You can expect us to go the extra mile and go beyond set procedures to improve our customers’ experience.

Our responsibility

Caring for our people and our planet

We believe in the importance of taking a wider responsibility to the society around us, which is why we also assess our efforts and impact in relation to environmental, social and governance issues. We are inspired by the 10 principles of the UN Global Compact in the areas of the environment, human rights, labour and anti-corruption.

The environment is at the top of our agenda in relation to our suppliers, logistics set-up, disposal of used products and how we reduce overall energy consumption in our offices and franchise stores.

We want to contribute to the wellbeing of our employees by providing equal opportunities and a values-based workplace that promotes employee engagement and satisfaction.

Growth is our game.

But honestly

Growing people is the trophy.