Today, Oura announces our retail expansion into the Nordics with Elkjøp, the largest electronics retailer in the Nordic region. Starting this week, Oura Ring, in both Heritage and Horizon styles and all sizes, is available in-store at 100+ locations in Norway, Sweden, Denmark, and Finland and online, with plans for further expansion in the coming months.

“Oura was founded in Finland so expanding our retail roadmap to the Nordics is an exciting and meaningful step for the brand,” said Doug Sweeny, chief marketing officer, Oura. “We know that Elkjøp shoppers across the region are early adopters when it comes to technology, so we’re excited to partner with Elkjøp to provide an impactful in-store experience and introduce more people to discover the life-changing power of Oura.”

All Elkjop stores will carry select Oura Ring styles and sizes. The in-store experience offers:

  • Accessibility across the region: Oura Ring will be available in four regional Elkjøp store brands: Elkjøp and Elkjøp Phonehouse stores in Norway, Gigantti stores in Finland, Elgiganten stores in Denmark, and Elgiganten and Elgiganten Phonehouse stores in Sweden.
  • In-store sizing: For the first time in a large-scale format, Elkjøp shoppers in Norway, Finland, Denmark, and Sweden can size themselves in person before purchasing to ensure the perfect fit.
  • Education: Oura’s dynamic in-store presence will bring the brand and product to life through visual displays that showcase the features of Oura Ring and the value of Oura Membership.
  • Shop-in-shop experience (coming late May 2024): Vantaa’s Gigantti store in Tammisto will feature a larger Oura experience that includes dynamic videos, a timeline of Oura’s history, educational information, and the ability to see and touch all Oura Ring SKUs.

“Our customers are increasingly looking for ways to use technology to improve their lives, especially when it comes to health and wellness,” said Hans Trolläng, chief commercial officer, Elkjøp. “Oura is an established leader in health wearable technology and we’re excited to be its first large-scale brick-and-mortar retail partner in the Nordic region.”

For more information on store locations that carry Oura Ring and to shop, visit: