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Strategic e - commerce acquisition of Norway's largest online toy store Fredrikstad , 30 June 2021 : Europris is acquiring 67 per cent of Lekekassen Holding AS ( Lekekassen ) - Norway's largest player in online shopping for toys - for NOK 501 million . Through this acquisition , the company will be entering a strategically important product category which is growing rapidly online , as well as further strengthening its expertise in e - commerce . The agreed purchase price is final , and the acquisition will be settled in cash . Europris has a pre - emptive right to acquire the remaining shares in Lekekassen . Lekekassen is one of the fastest growing online retailers in Norway , with almost 10,000 products online . It achieved total revenues of NOK 545 million and EBITDA of NOK 94 million in 2020 , and both revenues and earnings have continued to grow in 2021. Lekekassen entered the Swedish market with the ToySpace.se brand in 2019 , reaching revenues of approximately NOK 100 million in 2020 . The excellent performance of the Lekekassen technology platform makes the online toy store a highly scalable business , and Europris also sees the potential to develop improved digital customer solutions faster and more cost - effectively on this platform . Espen Eldal , CEO of Europris , comments : " We are very enthusiastic about the acquisition of Norway's largest online toy store and its strong e - commerce organisation . Toys represent a clear growth category for Europris , and Lekekassen's products will contribute to higher growth and a better customer experience in our stores . In addition , we see the opportunity for significant synergies through joint purchasing of goods and services . " Lekekassen was established in 1945 by the Skalleberg family in Grimstad in the Aust - Agder county . The business consisted exclusively of physical retail stores until 2013 , when the Lekekassen.no e - commerce business was established . This was named " Newcomer of the Year " by Prisjakt.no , Norway's leading consumer product comparison service , in its first year of operation , and has maintained its strong position with consumers ever since . Andreas Skalleberg , CEO of Lekekassen , comments : " We have been proud retailers for generations , but we recently started a search for an industrial partner who can support further development and expansion of our family business . We have connected well with the Europris team and their corporate culture , and we are very pleased to team up with them . We look forward to continuing to grow our business across Scandinavia as we join forces with Norway's largest and most successful discount variety retailer . " Lekekassen has a strong management team in place , and Andreas Skalleberg will remain CEO and owner of 33 per cent of Lekekassen . Espen Eldal will take on the position as chair of the board . For additional information , see the attached investor presentation . Europris and Lekekassen will hold a joint presentation on Wednesday 30 June at 10.00 CEST . The presentation will be held in English as a Teams meeting with Q & A . The link to the meeting will be available on the company's website : https://investor.europris.no/events-and-presentations/events-and-presentations/ For further inquiries , please contact : CEO Espen Eldal , Europris , espen.eldal@europris.no , +47 48 29 24 24 CFO Stina Charlene Byre , Europris , stina.byre@europris.no , +47 41 10 58 08 About Europris : Europris is Norway's largest discount variety retailer by sales . The group offers its customers a broad range of quality own brands and brand - name merchandise . Its merchandise is sold through the Europris chain , which consists of a network of 268 stores throughout Norway . Of these , 240 are directly operated by the group and 28 operate as franchise stores . The group's headquarters are located in Fredrikstad , Norway .