Remaining Fona stores in Denmark to become part of Elgiganten

Heritage brand name to disappear after nearly a century

After 90 years, the troubled electronics chain Fona is about to be taken over by Elkjøp Nordic, which owns Elgiganten.

Ekjøp Nordic announced today that it will buy Fona’s remaining 10 stores and that the brand name Fona will be retired.

“We are going to re-profile the stores as Elgiganten,” Jaan Ivar Semlitsch, the president of Elkjøp Nordic, told DR Nyheder. “The Fona brand will be retired.”

And then there were 10
Semlitsch said that all previous Fona customers would be welcome to contact Elgiganten with any questions they may have.

Elgiganten is only taking over the 10 stores that remained open after Fona had already been cut to the bone. Once its warehouses are emptied, the 46 other locations will be sold off.

“We see Fona’s 10 stores as a supplement to our e-commerce efforts,” said Semlitsch. “And we get 10 shops in good locations throughout the country.”

The name-change is expected to be completed within a year.

It is unclear how the impending sale will affect an announcement over the weekend that Fona would start selling goods at a 10 percent discount today, raising the discount by 10 percent every week until it reaches 70 percent.

 

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