Göteborg · Stockholm · København
NAE Group Sweden

Award-winning retail. Scandinavian roots. Since 1985.

We own and operate online stores, award-winning physical retail, a B2B and wholesale business and proprietary brands — and we are expanding into new e-commerce categories.

Our business Career opportunities
1985
Founded · 40+ years in the business
2×
Retailer of the Year in Europe for our stores
3
Offices in Sweden and Denmark
5
Business areas
The group

Built on long-term ownership, operational know-how and customer trust.

NAE Group Sweden is a privately owned group with customers across Europe. Our core business is in Scandinavia, where we have served customers for four decades. Our roots are in health, wellness and personal care — categories where discretion, quality and service are decisive.

We control the full value chain: product development and manufacturing, purchasing, logistics, e-commerce, physical retail and wholesale. That platform is now the foundation for new e-commerce businesses in adjacent and new categories.

Business areas

Five complementary business areas

01

E-commerce

Online stores serving consumers across Scandinavia and Europe.

02

Retail

Two physical stores, twice named Retailer of the Year in Europe.

03

B2B & Wholesale

Distribution to retailers and partners in the Nordics and Europe.

04

Proprietary brands

Own brands developed and manufactured in-house.

05

New ventures

New e-commerce businesses in new categories.

Archive photo of founder Leif Hagen with colleagues
Founder Leif Hagen. Archive photo.
Our heritage · Founded 1985

Founded by a Norwegian entrepreneur. Run with the same spirit today.

NAE Group was founded in 1985 by Leif Hagen, a Norwegian entrepreneur who started his first mail-order business in Norway in the early 1970s — selling directly to customers' homes long before anyone talked about e-commerce.

Leif went on to build a Scandinavian magazine publishing house, with titles spanning cars, rock music and interior design. His belief in reaching customers directly, with a strong product and great service, still shapes the group today.

  1. Mail order in Norway. Leif Hagen's first business, selling direct to customers.
  2. Founded in 1985. The group is established in Scandinavia.
  3. Media. Magazine publishing and film production.
  4. E-commerce and retail. Online stores and award-winning physical stores.
  5. Own brands. Products developed and manufactured in-house.
  6. Today. A strong Scandinavian base, and building new e-commerce ventures in new categories.
Awards

Our stores, twice named the best in Europe.

Our physical retail stores have been named Retailer of the Year in Europe at the European industry awards.

2026
Retailer of the Year in EuropeAwarded to our retail stores · Source: XBIZ
2022
Retailer of the Year in EuropeAwarded to our retail stores · Source: XBIZ
Strategic direction

Three priorities for the coming years

Strengthen the core

Strengthen our position in Scandinavia through service, assortment and operational excellence.

Grow proprietary brands

Develop and scale own brands across our channels and with B2B partners.

Launch new ventures

Use our e-commerce platform to build new businesses in new categories.

Careers

Current vacancies

Join an established group with an entrepreneurial culture and short decision paths.

Open application

All applications are handled confidentially. In the first interview we present the group's full portfolio of stores, brands and categories, so you have a complete picture before taking the next step. Read how we handle your personal data in our privacy notice for applicants.

Sweden · Denmark

Our offices

Gothenburg harbour at dusk with a tall ship and the Lipstick building

Gothenburg

Stigbergsliden 5B
Göteborg, Sweden
Colourful houses and sailing ships along Nyhavn in Copenhagen

Copenhagen

Kalkbrænderiløbskaj 4
København, Denmark
Riddarholmen in Stockholm at dusk with the church spire reflected in the water

Stockholm

Älvsjövägen 2
Stockholm, Sweden