Salling Group buys majority stake in online retailer Proshop

Salling Group is buying a majority stake in Aarhus-based online retailer Proshop in a deal worth billions of kroner, DR reports. The purchase is the grocery group’s second-largest acquisition to date and is intended to strengthen its online business.

Salling Group, which operates the Bilka, Føtex and Netto chains, has not disclosed the exact price. Chief executive Anders Hagh said the acquisition is smaller only than the group’s purchase of Baltic grocery chain Rimi for nearly 10 billion kroner.

Proshop recorded turnover of almost 4.5 billion kroner in 2025. The company, founded in 1995, has more than 350 employees and sends about four million parcels a year to eight countries.

Hagh said Salling Group hopes to benefit from Proshop’s online retail expertise. Salling already sells electronics and toys online and wants to expand those activities. He described Proshop as a market leader in online sales in Denmark.

Proshop will keep its own brand, and founder Poul Thyregod will remain as chief executive.