Elko completes refurbishment of all eight Iceland stores

Elko has finished upgrading all eight of its Iceland stores, with the refurbished Grandi store in Reykjavík opening before the weekend, mbl.is reports.

The electronics retailer began renovating its stores one by one in 2020. Dagbjört Vestmann, head of stores, told Morgunblaðið the aim was to create a more welcoming and comfortable experience for both customers and staff.

“Instead of focusing on quantity, we want customers to have a better and more enjoyable environment in which to browse products,” she said. “If you come to look at headphones, for example, you should feel a little as if you are entering a specialist headphone shop.”

Vestmann said the renovation model came from Norwegian company Elkjøp, which operates 400 stores across the Nordic countries. Iceland is the first country in the Elkjøp chain to complete renovations at all its stores. Elko operates as an Elkjøp franchise.

Looking ahead to the Christmas shopping season, Vestmann said mobile phones were likely to be popular. Vibration plates, which users stand on and which can improve circulation in the feet, are also gaining popularity. She expects ice-cream makers, a popular product last year, to sell well again.

This is the third opening at Elko’s Grandi store in which Vestmann has been involved. She was its first store manager when it opened in 2010, took part in renovations in 2016 and is now head of the retail division. Elko has 280 employees.