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Expert to re-use ”Power”-label for Danish megastores

Expert wipes the dust of their abandoned label Power for the upcoming mega stores in Denmark.

Now the home electronics chain looks for staff for their first four to five openings in the Copenhagen and Odense area.

Staff for the first new Expert megastores are now being recruited. More than 100 employees, like salespeople, cashiers and store managers, is wanted according to

The flow of job postings also reveal the name of the new store chain, “Power”, which Expert  will market under the brand name “Power Houses”.

The new chain logo is adorned with an orange arrow head to signal attachment to the Experts traditional shop signs.

Power was the name of a Swedish electronics chain in early 00’s. Norwegian Expert ASA bought it from the Swedish co-operative KF, and as Swedish Expert was acquired in 2006 – Expert ASA chose to relabel it to Expert Stormarknad, meaning Expert Megastore. This was also the time when the competition went rough in Sweden as Media Markt made their entrance. Expert chose to go for bigger stores to increase its competitiveness, but ended up bankrupt in 2012.

Now, the history is repeating itself in Denmark as Expert is set to open 25-28 megastores. Elgiganten has 29 – and a successful experience from this situation in Sweden. Time will tell whether the chain has made its homework from Sweden. Most of the management is recruited from Elkjøp/Elgiganten.

According to Computerworld and Børsen, the first store opens in September in a previous Tæppeland in Glostrup near Copenhagen, more shops will follow during autumn and winter in the upcoming Big-storcenter in Herlev, next to Elgiganten in Rosengårdcentret in Odense and two yet unknown adresses in København og på Frederiksberg.

”We’ll be extremely visible when we launch and get customers we don not have today,” says CEO Jesper Boysen to Børsen.

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