New Gorenje agreement includes Skousen’s franchise network

Skousen’s franchise network will be covered by a new Nordic supply agreement between Whiteaway Group and Hisense Nordics. The Gorenje agreement spans the group’s stores, online shops and sales to business customers in Denmark, Sweden and Norway. According to Whiteaway Group, it will give customers a wider choice, faster access to new products and a five-year warranty on Gorenje products.

A shared agreement across the Nordic region

Whiteaway Group announced the agreement on 5 November 2026, describing it as the most comprehensive supply agreement in the group’s history. Its partner is Hisense Nordics, the company behind the European domestic appliance brand Gorenje in the Nordic region.

The agreement formally takes effect on 1 July 2027. It is therefore an announced change to future supplier arrangements, rather than an agreement already formally in force. This date matters for stores and customers when distinguishing between the new agreement and the terms that apply to purchases made now.

The partnership covers three markets: Denmark, Sweden and Norway. Whiteaway Group says the agreement gives it the widest range of Gorenje products on the market in those three countries. This is the group’s own description of its range’s market position, and the announcement does not specify how many products it will include.

Skousen is included in the wider agreement

For Denmark’s franchise sector, the link to Skousen is central. Whiteaway Group sells domestic appliances and household products through both online shops and Skousen’s franchise network. According to the group, the new agreement covers sales across all its brands, stores and online shops, as well as sales to business customers.

The agreement is therefore not presented as an isolated initiative for one online shop or a single store. It has a broader scope, bringing physical stores together with the group’s other sales channels. Skousen is thus part of the overall framework for the new Gorenje partnership.

The announcement concerns a shared supplier partnership, not new Danish franchise stores or a change in ownership of existing stores. Its significance for the franchise network lies in the product range and customer terms that Whiteaway Group associates with the agreement. The announcement does not describe specific changes to individual franchisees’ purchase prices, margins or local product ranges.

A wider range and a five-year warranty

Whiteaway Group highlights three main benefits for customers: a wider choice, faster access to new products and a five-year warranty on Gorenje products. The range is also intended to become more readily available to both consumers and business customers.

The five-year warranty is a specific feature of the group’s announcement. However, it should be read alongside the timetable: the agreement formally starts on 1 July 2027. The announcement does not set out the detailed warranty terms or clarify how the warranty will apply to purchases made before that date. The announcement alone is therefore not a basis for promising the same terms on every purchase made now.

The wider range and faster access to new products are likewise expected customer benefits highlighted by Whiteaway Group. The announcement does not include specific delivery times or a product list. For customers, the distinction matters: an agreement covering a broad product range indicates the scope of the partnership, but does not establish stock availability or delivery times for a particular item at a particular store.

From a Nordic framework to local customer conversations

The agreement brings several customer channels under the same supplier partnership. Consumers can find Gorenje products through stores and online shops, while sales to business customers are also covered. This combination of markets and sales channels defines the agreement, rather than any single local launch.

For franchisees, the practical priority is to confirm the details before turning the new agreement into promises to customers. In particular, this means establishing which products will be available locally, when they can be delivered and how the announced warranty terms should be explained. The shared agreement provides an overall framework; the published announcement does not answer every question about an individual sale.

Practical takeaway: Treat 1 July 2027 as the agreement’s formal start date, and confirm product availability, delivery and warranty terms before making specific promises to customers.