From e‑commerce to brick‑and‑mortar: Coolshop has gone physical

After more than 23 years as a pure online giant, Coolshop has taken a significant step. In late November 2025, the company opened its first large physical retail universe in Northern Jutland.

Coolshop, one of Scandinavia’s best‑known webshops, has taken a significant step into the physical retail world with the opening of the company’s first large store in Nørresundby — an inspiring 1,500‑square‑meter universe. The opening has firmly placed Northern Jutland on Denmark’s retail map.

After several years of preparation, Coolshop has opened the doors to its brand‑new physical store — directly connected to their massive headquarters on Loftsbrovej in Nørresundby.

An opening celebration on a true Coolshop scale

When Coolshop opens something, they do it in style. A massive opening party was arranged for the new store, with a long line of several hundred excited customers. The event featured everything from free hotdogs, churros, goodie bags and cookies to a DJ, supercars in the parking lot and, of course, heaps of special offers.

The city’s mayor, Lasse Frimand Jensen (S), led the official inauguration. In true Coolshop fashion, the ceremony featured a gigantic World of Warcraft sword — perfectly timed in the week leading up to Black Friday itself.

The new store spans nearly 1,500 square meters, bringing everything for the whole family together in one place — across categories such as games & movies/gaming, beauty, toys, electronics, an outlet, and even a hair salon.

It’s all about bringing customers closer to both the products and the personal guidance, while the entire enormous online assortment of more than 40,000 items sits just behind the wall — ready to be ordered directly from the store.

When an order is placed, the item is picked from the warehouse immediately, and a key part of the concept is that the waiting time never exceeds 10 minutes. While customers wait, they can relax with a cup of coffee in the cozy CoolUnite café, play a round on the outdoor 9‑hole mini‑golf course, or get their hair done at the salon.

The beginning of something new and big

— At the same time, we’re opening the doors to everything Coolshop Store has to offer: a mini‑golf course, café, gaming station, make‑up stand, hair salon, play area — a store packed with experiences you won’t find anywhere else. This is the beginning of something big, the Coolshop team says.

— With an investment in the double‑digit millions, this is far more than a traditional store opening. It’s a place where we can meet our customers at eye level and show that they are the heart of everything Coolshop does, says Mark Nielsen, CEO of Coolshop, in a press release.

On the shelves, customers will find digital price tags that keep everything from beauty and toys to electronics and the latest gaming trends fully aligned with the webshop. Coolshop also offers EU price matching, allowing customers to shop with confidence and be sure they’re getting the best price.

The store is designed with interactive zones and environments where visitors can experience quality designs, explore toy universes, and test gaming setups. As an added bonus, there is a roughly 200 m² outlet area where customers can make unique finds among selected products at especially attractive prices.

Digital price management as a competitive advantage

One of the ambitions behind the new store universe is to combine the best of online shopping and in‑store experiences, brought together in a single cohesive world.

A key element of the concept is therefore the digital price tags, delivered in collaboration with Delfi Technologies, an IT company specializing in retail technology.

The digital price tags make it possible to work with prices in real time, ensure consistency between the online shop and the physical store, and react quickly to the market. It’s operational efficiency, data discipline and transparency — translated into physical retail.

Information that cuts through the noise

Coolshop consistently works with digital price tags in multiple formats — from small, discreet labels for accessories to large, eye‑catching displays on islands where a single tag gathers information for several products. The result is a calmer visual expression and a clearer overview at the moment of purchase.

Campaigns and special offers are highlighted with signal colors like yellow and red, cutting through the in‑store noise and directing the customer’s attention exactly where the decision is made.

The result is fewer manual workflows, significantly fewer errors, and a pricing experience that consistently reflects Coolshop’s online logic. For customers, it all adds up to one thing: complete clarity and complete confidence — even in the physical store.