Clas Ohlson has acquired Teknikmagasinet / PhoneLife, a fast-growing Nordic e-commerce company within consumer electronics and lifestyle products. The acquisition strengthens Clas Ohlson’s position within technology, accessories, and innovation, broadening its offering as a leading Nordic retailer.
PhoneLife, founded in 2011, acquired the classic Nordic retail brand Teknikmagasinet in 2024. By combining an iconic brand with a data-driven D2C strategy, the company has rapidly built a scalable e-commerce platform delivering strong growth and profitability. With high brand awareness, a loyal customer base, and a broad range of technology and lifestyle products, PhoneLife has successfully re-established Teknikmagasinet as a modern Nordic consumer brand online.
“We at Teknikmagasinet / PhoneLife are very positive about becoming part of the Clas Ohlson family. Together, we can take the next step in our journey and continue to grow within our core segments. Being able to work side by side with both Clas Ohlson and Spares strengthens our position within technology and accessories, while allowing us to be part of a well-known and respected brand.
We are proud of the profitable growth we have achieved so far and grateful for the confidence placed in us to continue driving the development forward. The structure we have agreed on provides solid conditions for all parties, and as entrepreneurs we are highly motivated to continue building the business even stronger under the Clas Ohlson umbrella.”
Julius Jansson Sleth, VD Teknikmagasinet / PhoneLife
Merge provided strategic advice throughout the transaction
Merge provided strategic advice through the entire transaction process, supporting the sellers in establishing a partnership with strong industrial logic and long-term value creation.
“Merge has been a driving force throughout the process and worked with great determination to ensure the success of the transaction. Their deep understanding of our business and the retail sector, combined with an engaged and well-structured approach, has truly exceeded our expectations. By managing every step with precision and professionalism, Merge helped us find the optimal partner in Clas Ohlson.”
Julius Jansson Sleth, VD Teknikmagasinet / PhoneLife
Two strong Nordic brands shaping the future of retail
The acquisition creates significant opportunities for synergies across assortment, logistics, and digital marketing. Combining Clas Ohlson’s operational strength with Teknikmagasinet / PhoneLife’s agile e-commerce platform strengthens both companies’ positions in a rapidly evolving retail landscape.
“I am very pleased to welcome PhoneLife to Clas Ohlson. With this acquisition, we are advancing our position in exciting product niches that show strong underlying growth. Through PhoneLife and Teknikmagasinet, we are strengthening our presence within technology and accessories, and doing so with an iconic brand such as Teknikmagasinet.
The company has demonstrated strong and profitable growth. Our assessment is that PhoneLife will contribute to increased earnings per share for Clas Ohlson from day one. Another advantage is that, together with the sellers, we have found a structure that provides clear upside for all parties, with the entrepreneurs behind the success continuing to build the company even stronger under the Clas Ohlson umbrella.”
Kristofer Tonström, CEO Clas Ohlson
For Merge, it has been both inspiring and an honour to support such an iconic Nordic brand in this process. Working with a company with such strong recognition and a loyal customer base has been particularly rewarding. The consumer sector is one of Merge’s core focus areas, and this transaction comes at a time when interest in consumer businesses is once again increasing, with a clear rebound in investor sentiment and market activity.
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Press coverage
Clas Ohlson press release – Clas Ohlson acquires Teknikmagasinet – 2025-11-18
“Med Phonelife och Teknikmagasinet stärker vi vår närvaro inom Teknik och tillbehör, dessutom med ett starkt varumärke som Teknikmagasinet.”
Breakit – Clas Ohlson buys Teknikmagasinet – 2025-11-18
“Detaljhandelskedjan Clas Ohlson köper 70 procent bolaget Phonelife, som äger varumärket Teknikmagasinet”
Dagens Industri – Clas Ohlson acquiring Teknikmagasinet is positive news – 2025-11-18
“Prylkedjan Clas Ohlson köper Teknikmagasinets ägare Phonelife samt Reservdelaronline. Di ser affären som positiv”
Ehandel.se – Teknikmagasinet under new ownership – 2025-11-18
“Clas Ohlson fortsätter sin expansion inom reservdelar och teknik. Under tisdagsmorgonen meddelade koncernen att de förvärvar majoriteten av aktierna i e-handlarna Phonelife och Reservdelaronline. Affären innebär bland annat att varumärket Teknikmagasinet får en ny hemvist inom Clas Ohlson-sfären.”
Sterling – Teknikmagasinet acquired by Clas Ohlson – Merge as advisor – 2025-11-18
“Congratulations to PhoneLife | Teknikmagasinet, Clas Ohlson, Eversheds Sutherland and Merge on the successful completion of their transaction.”
