Salling Group acquires Scandinavian e-commerce retailer Proshop

Salling Group, the largest retail group in Denmark, has announced the acquisition of Proshop, a leading Scandinavian online retailer specializing in electronics, gaming, and household goods. The deal is part of Salling Group’s ‘Aspire ’28’ strategy, which focuses on expanding digital commerce and strengthening market positions in new categories.

Under the terms of the agreement, Proshop will continue to operate as an independent company, maintaining its current management, organizational structure, and strategy. Proshop’s founder and CEO, Poul Thyregod, will remain in his position and retain a minority stake in the company. The acquisition involves purchasing shares from Thyregod and the Norwegian investment fund A. Wilhelmsen.

Salling Group CEO Anders Hagh stated that the acquisition aims to meet increasing consumer demand for online shopping by providing better prices, a wider assortment, and faster delivery. The move provides Salling Group with access to eight European markets and a highly efficient logistics platform. The transaction is subject to regulatory approvals and is expected to be finalized during the autumn of 2026.