Norway – stable market with a focus on local stores

Norway is Alligo’s second largest market, with a market size of approximately MDNOK 20. The Norwegian market is characterised by a customer mix with a strong focus on industry, energy and larger corporate customers. The market also includes a significant share of small and medium-sized companies and presence across several industry segments, with particular focus on oil and gas as well as fishing and aquaculture.

Market and customer mix

The Norwegian market is characterised by a customer mix with high exposure to industrial customers and energy businesses, complemented by small and medium‑sized companies across several industries. Demand is largely driven by industry and the oil and gas sector, resulting in a different market dynamic compared with other Nordic markets.

Market dynamics are influenced by investments within energy, industry and infrastructure, which generally contribute to relatively stable demand over time. At the same time, parts of the construction and small‑business segments are more sensitive to economic cycles.

Competition has intensified through continued consolidation among larger players and expansion by both industry specialists and discount retailers.

Sales and channels

Sales in Norway mainly take place through the concept brand Tools, via a combination of stores and direct sales. Direct sales are particularly important for larger industrial customers, while stores play a central role for small and medium-sized companies.

The combination of local presence and customerfocused sales contributes to good market coverage and strong customer relationships

Revenue and profit – Norway 2025

Revenue in Norway amounted to MSEK 2,541 (2,670). Performance was influenced by variations between industry segments, where demand from industrial customers and the oil and gas sector contributed to relative stability, while other segments were more sensitive to economic conditions.

Sales performance varied between channels, with direct sales continuing to play an important role for larger industrial customers, while stores remain central for small and mediumsized companies. The acquisition of the product media company Respond Profilering & Firmagaver AS contributed to an increase in the number of stores to 61 (58).

Adjusted EBITA amounted to MSEK 108 million, corresponding to an adjusted EBITA margin of 4.3% (3.9). The improvement was driven by completed acquisitions and implemented costadjustment measures.

Focus areas – Norway 2026

• Strengthen sales and assortment management
• Increase sales activity
• Establish a more favourable customer mix through a higher share of small and medium‑sized companies