Netto owner Salling Group buys Danish web shop Proshop. Regulators must approve

Salling Group said on 5 October that it will buy Proshop, a Danish online shop based in Aarhus. Danish news agency Ritzau reported the same day that it is the second-largest acquisition in the group’s history. Neither side gave a price.

Proshop sold over DKK 4.4bn of electronics and toys in 2025

Proshop sells electronics, gaming gear, household goods, home furnishings, toys and beauty products. According to Salling Group’s press release, the shop had revenue of more than DKK 4.4bn in 2025 and employs about 400 people. It sells in eight European markets.

The sellers are founder Poul Thyregod and the Norwegian investor A. Wilhelmsen. Thyregod stays on as director with a smaller stake, local news site Recordere reported. Proshop keeps its name, its managers, its strategy and its head office in Aarhus.

Netto owner Anders Hagh makes a big bet outside groceries

Salling Group is best known for the Netto discount chain. Chief executive Anders Hagh told the business daily Børsen that the unusual part is the size of the bet outside groceries, Ritzau reported.

In the press release, Hagh said customers expect the best prices, the widest range and the fastest delivery. The group says the deal should help it improve all three in its online business.

The deal ranks between Tesco Poland and Rimi Baltic

Ritzau compared the deal with Salling’s earlier buys. It is bigger than the 2020 purchase of Tesco’s Polish business for DKK 1.5bn. It is smaller than the 2025 takeover of Rimi Baltic, which cost almost DKK 10bn. Both earlier deals added grocery stores. This one adds a pure online seller.

European online retail is moving in different directions. Rakuten France recently shut its marketplace after 26 years. In the Netherlands, official data showed online sales up 6.2% in August.

Nothing changes for Proshop shoppers yet. The deal needs approval from regulators, and Salling expects to close it in the autumn of 2026. After that, Proshop will run as a separate company inside the group, with Thyregod still in charge in Aarhus.