Business model

The Group's Ecosystem

Kjell & Company is a strong omnichannel platform with service points and warehouses in prime locations, while Av-Cables targets a cost-conscious audience online. The group’s sourcing company, based in China, enables fast and efficient product development and sourcing, ensuring product safety and quality. With a strong focus on private labels in both Kjell & Company’s and Av-Cables’ assortments, the right conditions are created for developing new, proprietary products and making the latest innovations available to consumers quickly and cost-effectively. Through the group’s partnerships for third-party distribution of its private labels, a broader reach and distribution are also achieved towards both consumers and businesses.

Focus on Accessories and Private Labels

As society and people’s daily lives become increasingly digitalized, new and growing needs arise for Kjell Group’s products and services. Continuous updating of the product range and cutting-edge knowledge are therefore central to the business and provide a clear competitive advantage. A direct consequence of our service focus is that we operate almost exclusively within accessories rather than electronic capital goods. This has many advantages, such as higher gross margins and lower competition. Kjell & Company is the market leader in Sweden in everyday technology. This has enabled the business to develop high-quality private labels that are appreciated by customers. Kjell & Company is the market leader in consumer electronics accessories in Sweden, and Av-Cables has industry-leading customer satisfaction in Denmark within the same category.

Path to the Customer

The online channel kjell.com and Kjell & Company’s physical presence with 146 service points form a combined platform for the company’s experts to provide the best available service in the channel the customer chooses. The service and product range are complemented by a set of matching services, such as click-and-collect and repair. Regardless of the platform, Kjell & Company’s products in Sweden and Norway are delivered directly to the service point or from the service point to the customer, and for Av-Cables, directly from the warehouse, often within a day and sometimes within an hour if the products were purchased online.

By making the customer offering increasingly seamless, from service and online ordering to the physical meeting, customers’ technology needs are best met. Av-Cables offers everyday technology products online, with fast delivery from the 4,300 square meter warehouse in Jutland. The 30,000 products largely complement Kjell & Company’s range of nearly 10,000 items. The companies will collaborate to further strengthen their offerings on respective online platforms and in Kjell & Company’s 146 service points in Sweden and Norway.

The power of digitalization is stronger than any other economic cycle, and as the complexity of technology increases, our role as knowledgeable advisors also becomes more important.

Andreas Rylander, VD Kjell Group

Partnerships for Broader Distribution

Kjell Group is also growing through selected partnerships where alliances create mutual value. Since autumn 2020, the “store-in-store” concept “Kjell & Company Express,” featuring a curated assortment from the group’s own product brands, has been available across the Nordic region to broaden reach and distribution. Today, the partnership concept has been implemented in all Circle K stations in Sweden as well as in selected 24SJU stores.

People at the Core

Many within the company have spent their entire careers in the group, and the majority of Kjell & Company’s store managers started at the company as salespeople. This ensures that the strong corporate culture, the “Kjell spirit,” continues to thrive.

For Av-Cables and Kjell & Company to have the most satisfied customers on the market, it is also extremely important that we help nurture employees’ genuine interest in technology and knowledge and that everyone is motivated and enjoys their work. That’s why we have established our own school—Kjell Academy. Here, dedicated teachers conduct training, create e-courses, films, and books. The main purpose of the school is to secure internal competence and thus always be relevant to our customers. Much of what Kjell Academy produces is also published for our customers.

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