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.

Cases from Annual Report 2021

Concepts - Solar Light

Perfect lighting on the padel court

Solar has been involved in supplying the lighting to a number of padel centres in Sweden. The most recent is Gislövs IF following the association’s decision to turn the former gymnastics hall into an indoor training centre and padel court.
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Solar School

The demand for heat pumps sends electricians on courses

The green transition is increasing the demand for heat pumps from private consumers as well as companies. This means higher standards for electricians and their training.
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Industry - Solar Services

Vending machines support a more efficient working day

Danish Crown Foods' Maintenance Department in Vejle has leased vending machines through Solar. With a special access key, employees can retrieve various items, which saves time, reduces costs, and makes the working day more efficient.
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Dutch company makes its mark thanks to Solar's products

Gijsberts BV has been working with Solar for more than 25 years because of our fast delivery, availability and unique own label products, which enable them to stand out from their competitors.
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Strategic focus - Climate & Energy

Caring for the environment is important to Solar and to our customers.

Our Climate and Energy strategic focus area ensures that our customers have access to the correct assortment and receive the relevant training, guidance and technical support.

Climate & Energy comprises a diverse customer base that includes industrial enterprises, public buildings and private home installations.

Read our Q3 2021 report
Climate & Energy

New rooftop with integrated solar panels generate green electricity

The Swedish Kinds diocese has installed ‘BuildingApplied Photovoltaics’ (BAPV) supplied by Solar. As well as generating electricity, the solar panels also serve as roof tiles.

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Climate & Energy

Warehouse Vejen expansion with a green mindset

A major expansion and optimisation of the warehouse at Solar’s head office in Vejen is underway, applying a broad portfolio of our Climate & Energy products.

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Strategic focus - Concepts and Trade

Customers, markets and the demands presented to us are constantly changing.

As a sourcing and services company, we have to be ready to adapt to shifting circumstances. Trade and Concepts are good examples of how we do this.

Read our Q2 2021 report

Optimised inventory with Smart Supply and Solar Plus

When EL:CON in the town of Fredericia in Denmark, grew out of their premises, they built a new, larger and upgraded unit on the same site. For the new storage facility, they decided to install Solar Smart Supply, which has provided them with a better overview and resulted in substantial savings.

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Efficient supplies of heat pumps to the end user

Bauhaus’ stores and webshop contain heat pumps and accessories. With overall responsibility for logistics, Solar handles both the storage and delivery of heat pumps and ships them directly to customers.

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Strategic focus - Industry

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
Industri - 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.

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Industri - 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.

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