The Bookseller.com

11th October 2008

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Adlibris makes Danish debut

01.07.08 Nils Bjervig

The Danish online bookselling market is set for a shake-up following the arrival of the feisty Swedish etailer Adlibris. The Danish site recently went live with 2.5m titles "in stock", and follows the company's expansion into Norway and Finland, having opened in its native Sweden in 1997. It now boasts that it is Scandinavia's largest online bookseller.

The widely expected move has raised questions over the future of many small Danish online booksellers, even though a number are run by Danish publishers. Magnus Dimert, managing director of Adlibris International, admitted that the arrival of his company could push out smaller players, adding that it had ambitions to become number one. But, he said: "We are not opening with an aggressive attack in Denmark. The idea is to do things more slowly but surely."

Dimert maintained that its books would be between 30% and 50% cheaper than books sold through the high street, and that it would undercut its main online competitors by as much as 10Kr on delivery charges. "People have to be able to find what they are looking for. And they have to be happy with our prices. The delivery charge is an important part of this. We want to offer the cheapest option in all areas," said Dimert.

Dimert said the company was "concentrating on the Scandinavian countries". He added: "Our aim is to become Denmark's largest internet supplier of books and it would be nice, of course, if in three years' time we'll be in the same position in Finland."

Adlibris was founded in 1997, and was acquired by Bonnier in 2004.

Retail International online Bonnier Sweden Nils Bjervig Adlibris Denmark