Aurora Group A/S

Vision and Mission

Accessories for consumer electronics is our business, and we create value for Nordic customers through innovative concepts, products, services and competitive prices. We want to be a strong business partner in the Nordic market and known for our concepts and services, trusted for our people, and admired for our speed of innovation.

The Company

Aurora Group was formed in 1999 through the merger of Rudolph Schmidt A/S, Denmark (1915), OSK Elektrotilbehør AS, Norway (1937), Ortoconnex AB, Sweden (1981), and Teletarvike Järvinen Oy, Finland (1982). In 2006 Norwegian tCom AS (1995) joined the Group and in 2010 our activities was complemented by Swedish white goods brands, Hanestrom (1999) and Gameo (1930).


We know the pulse of our market

Today Aurora Group is the leading distributor of accessories for the consumer electronics market in Northern Europe with nearly 100 years of experience and with operations in 10 countries. Distribution is centralized in Jönköping and partly Lilla Edet, Sweden. All back-office and support functions are placed in Copenhagen, Denmark.


Our business model

Aurora Group is primarily working within Brown Goods, White Goods, Home Office & Entertainment and Telecom and is adding value in 3 vital areas:
Brand management and Marketing is primarily focusing on a number of strategic brands that are exclusive to Aurora Group. These brands are well-known brands or upcoming brands finding their way into retailers and e-tailers in Northern Europe. We also operate a handful of own trade brands as well as the brands most common in the retail market. Brand management is handled by a number of category managers that are also supporting our key account managers in the countries through customer visits, product and concept presentations, product training and technical support.
Logistics is fully managed by Aurora Group through a warehouse facility in Jönköping, Sweden. We offer day-to-day delivery to customers in Northern Europe and we daily monitor the quality of our logistics services, including transportation, through appropriate KPIs. Our systems support is based on Microsoft Dynamics AX and we offer fully integrated EDI solutions to our customers. Our web shop offers easy ordering for customers that are not supported by own ordering systems.
We are supporting our customers in local languages through customer service centers in Norway, Sweden, Finland and Denmark.
In-store execution is vital to the business of our customers. We have 25 sales consultants working with our retailers in Northern Europe supporting the in-store activities presenting our concepts and products in an optimal way, training the in-store staff in selling the products and following up on store sales-through. In-store execution is carefully coordinated with chain offices, when appropriate.

The combination of brand management, marketing, logistics and in-store execution is core to the success of our customers and to Aurora Group.


Inside Aurora Group

A successful company is relying on its people. We are explicitly working with programs to enhance motivation and employee satisfaction.
Clear goals and objectives for all parts of our organization combined with well-defined responsibilities set the framework for the daily operations for our colleagues. We operate systematic with feedback and appraisal systems – top-down and bottom-up.
Our values are: Customers orientation – Responsibility – Leadership is everyone’s business.
Operationally we work with well-defined processes and use lean principles to improve our daily work.


Aurora Video Presentation

DistIT AB acquires, owns and develops distributors within accessories for IT, Mobility, Home Electronics, Networks and data communications in the Nordic and Baltic countries.

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