Hagar

Bónus opened its first store in 1989 at Skútuvog 13 in Reykjavík, offering significantly lower prices than competitors. Since then, it has grown to operate 33 stores, with 20 in the capital area and 13 in major rural towns.

Eldum rétt is an online grocery service launched in 2013, providing pre-portioned meal kits with recipes and ingredients to simplify home cooking and family meal preparation.

Surveillance ensures the company’s legal interests in security and asset protection.

Aðföng is a procurement and distribution hub for retail and wholesale markets, supplying Bónus, Hagkaup, Olís, and Stórkaup stores. Founded in 1993 as Baugur ehf by Bónus and Hagkaup, it later rebranded as Aðföng in 1998 and relocated to Skútuvog 7.

Haga has reduced prices on around 1,000 products in Bónus and Hagkaup by 2% until year-end, covering a broad selection of household essentials like dry goods, frozen foods, dairy, beverages, cleaning supplies, and personal care items.

Around 600 products from the Danish retail group Salling Group have been added to Bónus shelves in recent months, spanning basic essentials to organic and eco-friendly items. The partnership expands Bónus’s product range and offers more affordable choices.

Haga has lowered prices on approximately 1,000 products in Bónus and Hagkaup by 2% until year-end, including a wide range of household essentials such as dry goods, frozen foods, dairy, beverages, cleaning supplies, and personal care items. In Bónus, these price cuts account for 15–20% of store inventory, with no planned increases during this period.

At the latest general meeting, PriceWaterhouseCoopers ehf (PWC) was appointed as Haga’s auditor.

Haga’s board has established an audit committee to review financial information and disclosure practices from management. It ensures that reports on the company’s operations and status are reliable and reflect its true condition.

Eiríkur is chairman of Haga’s board, first elected in January 2019. He holds a B.Sc. in economics from the University of Iceland (1991) and studied finance and international economics at Vanderbilt University (1992–1994). He is also CEO of Kaldbaks ehf and previously served as CEO of Slippsins in Akureyri (2015–2021) and as Samherji’s board chairman (2005–2023).

Olís, founded in 1927, is the oldest company in the Haga group. It specializes in fuel and oil product sales, as well as convenience goods and services for drivers, including wholesale and B2B services for industries like fishing, construction, and logistics.

Haga operates a group of companies in Iceland and the Faroe Islands, primarily in grocery retail, related wholesale, and fuel sales. The group aims to provide outstanding service, sell quality goods at fair prices, and have a positive impact on the environment and society.

SMS is a leading retail cooperative in the Faroe Islands, founded in 1977. It operates eight Bónus discount stores, the Miklagarður supermarket in Þórshöfn (selling groceries, specialty items, and toys), four smaller grocery stores under the Mylnan brand, and a bakery and pastry production facility.

Haga operates a group of companies active in Iceland’s food, specialty goods, and fuel retail markets.

Haga’s board aims to return excess profits to shareholders, beyond what is needed for growth and maintenance, each year.