The merger between Aurora and Deltaco was completed during the year. Aurora and Deltaco were two of DistIT’s subsidiaries that historically worked in the Nordic markets in parallel with, among other things, separate sales and administration structures. In 2022, the companies merged to form the new company “Aurdel”. Aurdel has been owned by DistIT Services AB since October 2022

The purpose of the merger of these two major Nordic players was to create a new, stronger company with an expanded range of products and smarter service offerings and logistics solutions. In total, Aurdel gathers over 30,000 products, including own brands such as Deltaco and L33t Gaming. Among Aurdel’s B2C and B2B customers are a number of major retailers such as Elgiganten, Dustin, Komplett and POWER. Sales take place both in physical stores and in digital channels, such as e-retailers and other digital marketplaces.

In addition to scalability, the merger means a common ERP system, range and inventory, smart logistics solutions, a common service company and that all-purpose expertise is now gathered in one place. In this way, Aurdel can reach more customers and create even better, faster and smoother customer experiences as well as technical solutions around the Nordic region and also in the Baltics. Aurdel will be a good platform for organic growth and the company is well equipped to meet market movements. The new company Aurdel has the capacity and conditions to help many customers with many different types of problems in a simple way, and we therefore believe that we will increase our market share in the Nordic market significantly.

Aurdel’s business concept is to offer an attractive and up-to-date range of products and accessories in IT and consumer electronics. The range consists of both own and external brands. Furthermore, the company has cost-effective offerings with additional services in concept and marketing, a high level of service and availability of products, as well as competent, dedicated and service-conscious employees with a great interest in technology. The vision for the company is to create value for customers and external brand owners, and to become the obvious business partner in Europe with a particular focus on the Nordic and Baltic countries

Aurdel can achieve economies of scale through size and specialization, have specialized employees and a high level of market knowledge, and provide quick and relevant feedback to customers and external brand owners.

The combination of offering both relevant private label products (EMV) and external brands in niche product categories that are in demand in both physical and digital channels creates additional sales with customers.

The merger of Aurora and Deltaco creates even larger product and brand catalogs to offer. With a third-party logistics solution, companies can offer reliable and efficient distribution with daily deliveries throughout the Nordic region to stores, central warehouses or directly to end customers via drop shipping. Aurdel has a good platform to grow organically.

Private label products (EMV) include a basic range in several product lines and the companies create and update innovative concepts as well as assortments in areas such as gaming, smart homes, electric car charging, security and offices. The product categories include multiple price and product ranges and manage control of final prices to ensure the right margin structures. Examples of private label products are DELTACO™, DELTACO Gaming™, L33T Gaming™ and Panzer™.

External brands cover all focus categories and are developed separately to maintain up-to-date and complete brand portfolios. The companies also offer advanced marketing and concept services. Examples of external brands are Aarke, Ubiquiti and Kingston

EBIT for 2023 was charged with items affecting comparability relating to restructuring, inventory rationalization and allocation to inventory reserves totaling SEK 53 million.