Our strategy until 2023 is named Core+

At our core, we are a sourcing & services company. At the same time we capture two powerful trends in our markets: Digital and green. That is our +


Dive deeper into our strategy and targets

Digital Together

Solar is a digital business. We have the highest digital order share. We have successfully upgraded both our webshop and our warehouse management systems. Everyone has improved their digital skills – and with Covid-19, we have learned to work together digitally in new ways. Our digital mindset is a clear strength in helping our customers to be more productive. Not least in the years to come.

Green Together

We have worked with sustainability for many years, and we want to make a big effort in running a responsible and sustainable business – reducing waste and saving energy. At the same time, our customers are increasingly involved in green projects: installing new climate & energy solutions like heat pumps, EV chargers and Solar panels. Green is a big business opportunity for Solar.

Our four focuses

Core+ builds on our solid progress in recent years, with stronger execution of better business. We focus on 4 strategic ‘growth and profit drivers’ – Industry, Trade, Climate & Energy and Concepts.


We know the Industry segment. We have long served selected sub-segments with an industry-deep approach. Industry customers appreciate the breadth and depth of our product assortment, our strategic guidance as well as our digital integrated services. All of which leads to long-term contract relationships. These are strategic partnerships based on our joined ability to create continued improvements and productivity gains.


Our concepts embody our deepest insights into customer needs within Installation, Industry and Trade. Every segment, in which we want to play a significant role, is supported by a Solar concept. In its essence, concepts power our sourcing as well as supporting the service-led sales of products from our strategic suppliers.

Climate and energy

Solar is already well established in the sale of green products and sustainable solutions, and aims to grow substantially in the coming years. This goes especially for the fields of heat pumps, EV charging, photovoltaic and energy storage, as well as helping to educate the installers of tomorrow at the Solar School.


A large and growing customer segment, including DIY stores and e-tailers, no longer entirely source their materials from installers or from traditional wholesalers. With our digital business model, broad and specialised assortments, particularly within energy efficiency and sustainability, we can attract these customers through a proactive sales approach.

Industry focus

More than 27% of core revenue derives from Industry, which comprises four subsegments: Infrastructure, Maintenance, Repair & Operations (MRO), Original Equipment Manufacturers (OEM) and Marine & Offshore.

Industry customers appreciate the breadth and depth of our product assortment as well as our digital integrated services, which leads to long-term contract relationships.

To the right are two examples of our efforts in the industry segment.

Read our Q1 2021 report
Infrastructure Large technical company outsources stock to Solar

The Danish technical company, Kemp & Lauritzen, is responsible for the operation and maintenance of the electricity grid in Konstant Net's supply area, which covers large parts of Eastern Jutland. It requires heavy and specialised products such as supply cables and transformers. To save time and resources, the company has outsourced part of their stock to Solar.

Read the case
Offshore Odfjell Drilling: Digitising the supply chain

During on- and offshore projects, time of delivery is crucial. Because of tight deadlines, it can be expensive and time-consuming when goods are delayed. Engineers might only be available for a certain time and if the goods fail to arrive on time, an alternative timetable has to be put in place.

Read the case


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