DreamHack and Elgiganten Enter Multi-Year Partnership
Elgiganten Appointed Official Nordic Partner in Agreement Through 2022
STOCKHOLM — DreamHack, the premier gaming lifestyle festival, today announced a new partnership with Elgiganten, one of the largest home electronics and appliances retailers in the Nordics. The multi-year agreement has Elgiganten becoming the Official Nordic Partner of DreamHack, focusing especially on DreamHack Summer and DreamHack Winter in Jönköping, Sweden, starting this year and running through 2022.
“This partnership with Elgiganten will not only provide our visitors with a great onsite experience, but also has the possibility to grow into something larger with DreamHack presence at Elgiganten stores throughout Sweden — truly a great opportunity for us and fans alike,” said DreamHack Co-CEO Marcus Lindmark.
“I see great opportunities with our partnership with DreamHack. I believe we can strengthen each other and make Elgiganten stores a natural place were all gaming enthusiasts can meet up all year-round. At Elgiganten we strongly believe in the store experience and this gives us the opportunity to take our store gaming concept to new heights,” said Niclas Eriksson, CEO at Elgiganten.
Elgiganten will have an extensive presence at the Summer and Winter festivals, starting with DreamHack Winter 2020, by running the official festival and merch stores and having a total of five event areas at the festivals, with one featuring a stage setup. Elgiganten is also partnered with the Northern League of Legends Championship (NLC) and a yet to be presented DreamHack initiative. The agreement also means that DreamHack merchandise will be sold at Elgiganten stores across the Nordics along with tickets to DreamHack’s festivals.
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Elgiganten is Sweden's leading retailer of home electronics, appliances and kitchens and is one of the retailers that has the most sales in the retail trade. In 2018, Elgiganten was named “Retail Store of the Year” at the Retail Award Retail Gala, which is organized by Swedish Trade.
Elgiganten was established in Sweden in 1994 and today has nearly 3,200 employees and 176 stores. This also includes our Elgiganten Phonehouse stores, which you will find in city centers and malls across the country. In recent years, gaming has been one of the company's major focus areas. Among other things, they have invested in a brand-new store concept called Gaming 3.0. The new area is built with the customer in focus and has, among other things, a larger range, new product groups and as a customer you can test peripherals and hardware before purchase.
The Elkjøp Group, which includes Elgiganten, is one of the Nordic region's largest retail companies, with operations in Sweden, Norway, Denmark, Finland, Iceland, Greenland and the Faroe Islands. The financial year 2018/2019, the Group's sales amounted to NOK 38.3 billion. In the Nordic region there are a total of 415 stores and approximately 11,000 employees. All department stores in the Nordic region receive their products from the 107,000 sqm Nordic Distribution Center in Jönköping.
The Elkjøp Group is owned by British Dixons Carphone Plc - one of Europe's largest retail electronics retailers.