Together with existing owners Norwegian and Strawberry, Reitan Retail will help further develop Spenn into the most widely used rewards currency in the Nordics. (Image: Strawberry)
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GLOReitan Retail is joining the ownership group of Spenn. Together with existing owners Norwegian and Strawberry, Reitan Retail will help further develop Spenn into the most widely used rewards currency in the Nordics.
With Reitan Retail on board, Spenn now has three equal owners, each holding one-third ownership. The partnership brings together a powerful combination of retail, aviation, and hospitality. Research shows that groceries, fuel and charging, flights, and hotels are the most desired categories for consumers in a rewards ecosystem.
“Reitan Retail aims to create the best customer experiences in everyday life, both at home and on the go. We see great potential in linking our loyalty initiatives with a broad alliance that gives our customers flexibility and endless choices,” said Ole Robert Reitan, CEO of Reitan Retail.
Reitan Retail is a leading Nordic and Baltic retail group operating in groceries, convenience, and mobility. Every day, it serves around 2 million customers through well-known brands, including REMA 1000, Narvesen, 7-Eleven, and Uno-X Mobility in Norway.
“Our existing loyalty programs will remain, and Spenn will make them even better. Initially, we’ll integrate our Norwegian brands, starting around the turn of the year. Later, we plan to roll out in other countries and add more brands,” Reitan said.
The time leading up to launch will be used to develop effective solutions to make Spenn easily accessible to Reitan Retail’s customers.
Spenn was launched by Norwegian and Strawberry in November last year. It simplifies the process of earning and using points across multiple loyalty programs, offering greater flexibility and faster rewards for members.
“Our goal has always been to create a rewards currency that combines simplicity with freedom of choice. With Norwegian, Strawberry, and Reitan Retail now fully embracing Spenn as the new Nordic rewards currency, we’re delivering on that promise. With retail, airlines, and hotels behind Spenn, we’re giving our members a ‘Kinder Egg’ of benefits—and we’re excited to keep developing Spenn together with Reitan Retail,” said Petter A. Stordalen, owner and founder of Strawberry.
Since launch, Spenn has partnered with 100 brands across the Nordics, including Villoid, Homely, Hurtigruten, Farmasiet, BliVakker, Samsung, and Adidas.
“From the beginning of our talks with Strawberry about creating a new rewards currency, the goal has been to deliver more value for our members. With Reitan Retail joining as a partner, I’m confident this takes us a significant step forward—not just in developing our own Norwegian Reward program, but also in strengthening Spenn as a valuable rewards currency. This will give Norwegian, Strawberry, and Reitan customers more and better opportunities going forward,” said Geir Karlsen, CEO of Norwegian.
The agreement will be finalized pending regulatory approval, expected by summer 2025.
Source: Reitan Retail
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