The Expert electronics chain, a fixture in Denmark since 1964, will cease to exist after the summer, rebranding all its stores under the Punkt1 banner. The move consolidates two brands under a single identity.

Punkt1, primarily known for selling white goods, will expand its reach to include electronics, creating a unified retail experience for consumers. The company cites the integration of electronics and white goods, particularly with the rise of Wi-Fi connectivity and Smart Home technology, as the driving force behind the decision.

Simon Frølich, director of both Expert and Punkt1, stated that the distinction between the two brands has become irrelevant as most stores already offer both electronics and white goods.

Punkt1 was established in 2003 through the merger of ServiceRingen, Snehvide, and Elkøb, and has since become a prominent white goods retailer in Denmark. Following the merger with Expert, Punkt1 will operate 34 stores nationwide.