Salling Group, Denmark’s largest retailer, has agreed to buy Proshop, the Aarhus-based online retailer that employs 400 people and reported revenue above 4.4 billion Danish kroner in 2025. The deal still needs regulatory approval and is expected to close in the autumn of 2026.
Proshop sells electronics, gaming products, household goods, home furnishings, toys, beauty products and other consumer goods in eight European markets. The sellers are founder and chief executive Poul Thyregod and the Norwegian investment fund A. Wilhelmsen. Thyregod will stay on as chief executive and keep a small stake in the business, and the company will remain headquartered in Aarhus.
The acquisition is part of Salling Group’s Aspire ’28 strategy, which targets stronger market positions and growth in digital and online retail. The group already runs several large e-commerce platforms, and Proshop brings additional expertise along with a logistics platform that Salling regards as one of the most efficient in the industry, and those logistics capabilities were a key attraction. Online platforms, data, delivery speed and logistics are becoming more important competitive factors in retail. Salling chief executive Anders Hagh put the case simply: “Customers are buying their electronics and other consumer goods online more than ever before.”
Hagh also said the qualities behind Proshop’s success must be preserved, and the terms reflect that. Proshop will keep its current strategy, organisation and management, and the investments it had planned in stores, technology, assortment, logistics and international expansion will go ahead unchanged. Salling has signalled that it intends to back the business rather than fold it into its existing operations. Thyregod said he built the company with the aim of developing it constantly, adding: “With the Salling Group, we’re gaining an owner who shares our ambitions.”
The purchase gives Salling a larger foothold in categories such as electronics and gaming, where online sales play a major role, and extends its reach into markets outside Denmark through Proshop’s existing operations. It also follows the group’s launch of a new start-up fund worth half a billion Danish kroner, another sign of its interest in digital businesses. The next step is approval from the competition authorities, after which Proshop will continue to operate under its own name and leadership from its base in Aarhus. For Proshop’s 400 employees, the deal keeps the existing leadership and headquarters in place.
