From the backroom of a kitchen store – this is the story of Whiteaway Group

The beginning

It all started in the backroom of a kitchen store

In 2003, 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.

Retail adventure

From pure online to multi channel approach

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.

Swedish acquisition

Including the renowned brand Tretti to the family

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.

The next step

A new strategic quest for Whiteaway Group

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.

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