Salling Group buys Danish webshop Proshop in its second-largest deal ever
What's the deal? Danish grocery giant Salling GroupDealroom has a profile for this one. Try Dealroom → has acquired ProshopDealroom has a profile for this one. Try Dealroom →, a Danish online electronics retailer, chief executive officer Anders Hagh told Børsen. The parties declined to disclose the price or the size of the stake acquired.
How big? Hagh called it the second-largest acquisition in Salling Group's history. According to Børsen, that ranks it above the group's 2020 purchase of TescoDealroom has a profile for this one. Try Dealroom →'s Polish business for 1.5 billion kroner.
What's the endgame? The move pushes Salling Group deeper into non-food retail. "The special thing is that we are making such a big bet outside groceries," Hagh said (translated from Danish).
Why now? Hagh argued the deal corrects a misperception of the company. "Many see us as a grocery business and forget our significant non-food operation," he said, adding that the group is investing "a significant amount" to build a stronger non-food position (translated from Danish).
The signal: Salling Group's largest-ever deal came in 2025, when it bought Baltic grocery chain Rimi BalticDealroom has a profile for this one. Try Dealroom → for nearly 10 billion kroner. Pivoting its next-biggest bet toward e-commerce and electronics signals a retailer broadening beyond the supermarket aisle.
Read more: berlingske.dk
Image credit: Paul Harrop
