Competitive Landscape
Europris Accelerates Urban Expansion as Rusta Gains Ground
The competitive landscape for general merchandise stores in Norway remains highly concentrated, with Europris dominating with a 64% value share in 2025. However, the level of concentration decreased over the review period, as Europris’s share declined from 67% in 2020 to 64% in 2025, while Rusta increased its share from 13% to 18% in the same period.
Dollarstore Exit Reshapes Nordic Retail Landscape
A significant structural change is anticipated with the exit of Dollarstore in 2026, following years of underperformance and unsuccessful attempts at repositioning. NorgesGruppen’s decision to close all Dollarstore outlets, including its online store, removes a low-price non-food competitor from the landscape, with this expected to benefit established players like Europris and Rusta.
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Overview:
Understand the latest market trends and future growth opportunities for the General Merchandise Stores industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the General Merchandise Stores industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The General Merchandise Stores in Norway report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of General Merchandise Stores in Norway?
- Which are the leading retailers in General Merchandise Stores in Norway?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
General Merchandise Stores in Norway
Key Data Insights
General Merchandise Stores Summary
Europris Expands City Concept to Meet Demand for Accessible Essentials
Rusta Leverages Pop-Ups and Showrooms to Boost Urban Engagement
Europris and Dollarstore Offer Expanded Assortments
Flying Tiger Copenhagen Deepens Youth Engagement
Europris Accelerates Urban Expansion as Rusta Gains Ground
Dollarstore Exit Reshapes Nordic Retail Landscape
Country Reports Disclaimer
The following categories and subcategories are included:
General Merchandise Stores
- Department Stores
- Variety Stores
General Merchandise Stores
The aggregation of department stores and variety stores.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our General Merchandise Stores research and analysis database.
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