Find distributors and retail buyers in the Nordics

Identifying the top retail chains in the Nordics where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in the Nordics

The Nordic countries, comprising Denmark, Finland, Iceland, Norway, and Sweden, are known for their high living standards, advanced economies, and well-developed welfare states. These nations feature among the world’s most competitive, innovative, and globalized economies. Business opportunities for foreign companies are abundant, particularly in green energy, technology, healthcare, and sustainable development sectors.

The Nordics are leading in renewable energy projects, digital services, and health tech innovations, providing a conducive environment for investment and collaboration. Their commitment to sustainability, innovation, and social welfare makes them attractive for businesses aiming to invest in stable, forward-thinking markets.

Main supermarket chains in the Nordics

ICA Gruppen – A leading retail company in Sweden, also active in Norway.
Coop Norden – Operates in all Nordic countries, with a significant presence in Sweden, Norway, and Denmark.
Kesko – A major player in Finland, also operating in other Nordic countries through various formats.
S Group – A Finnish retailer known for its supermarket chain as well as department stores and other services.
NorgesGruppen – The largest retail group in Norway, operating several chains across the country.

Other retail chains in the Nordics

The Nordics boast a variety of prominent retail chains known for their expansive presence across the region. In Sweden, H&M and IKEA are globally recognized brands originating from the country, specializing in fashion and furniture/home goods respectively.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

VAlidate the HS-codes you use for shipping

Almost every country or trade block in the world has its own detailing on the international HS-code list. With our report you strongly reduce the risk on misclassifications, delays and higher custom duties than expected.

Tell us what you want to ship and where to and we ask you all relevant questions to get to the most likely code.

Get your HS code VAlidation Report for only € 39

Finding a distributor in the Nordics in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.