Senz SERF85EW refrigerator

Brand Origin and History

Senz is a private label brand specifically created for and owned by Power International Media (Power AS), a prominent Nordic electronics retailer. The brand was established to provide a cost-effective alternative to premium global appliance brands, focusing on functional design and value for consumers in Norway, Denmark, Finland, and Sweden.

Manufacturing and Production

As a private label entity, Senz does not own its own manufacturing facilities. Instead, production is outsourced to various Original Equipment Manufacturers (OEMs). The majority of these products, including refrigerators and cooling units, are manufactured in China, utilizing large-scale production facilities that serve multiple international brands. This allows the brand to offer competitive pricing within the Nordic market.

Ownership and Distribution

The brand is under the ultimate ownership of Power AS, headquartered in Lørenskog, Norway. Power AS operates a massive network of retail stores (formerly known in many regions as Expert) across Northern Europe. By controlling the Senz brand, Power International Media ensures a streamlined supply chain and exclusive distribution within their own retail channels, such as Power and Punkt1.