Åhléns selects Norna for advanced AI powered Business Intelligence.

Åhléns selects Norna for advanced AI powered Business Intelligence.

Norna, a company specialized in AI powered external Business Intelligence, announces that it has signed an agreement with Åhléns, the leading chain of department stores in Sweden. The purpose of the agreement is to use Norna’s Software as a Service, Norna Analytics®, to deep-dive into Åhléns pricing and assortment position. 

The cooperation will initially cover the department stores own brands in fashion, and successively be expanded to Åhléns full offering within fashion, home decorations and beauty. 

Norna Analytics® is an advanced software that tracks any price and assortment change within any retail sector or geography. It provides customers with insights and increases customer sales and profitability through better decision making and automation. 

In retail Norna Analytics® is used for in-season trading decisions as well as for any strategic assortment and/or price planning. The solution is built by a number of Norna proprietary and state-of-the-art AI cores, who mine and analyze visual and textual data at a very large scale and at a super detail. 

”The pandemic year has shown how important it is to be able to adapt, to take fast decisions and to have a competitive offering. Åhléns is in an intense digitisation phase and to be able to analyse large quantities of data using the latest AI technologies is a natural step for us. Norna offers us unique opportunities avaliable to very few”, says Anna Lönnerstedt, the Business Unit director of Beauty and Home at Åhléns.

Martin Hallander, Chief Commercial Officer at Norna is happy that Norna has been given the trust to support Åhléns in assuring a continued commercial offering and to take the next step in digitisation. ”It is important for most kinds of professional decisions to be able to systematically and repeatedly be able to analyze one’s market position in a covering way. I am sure that the insights that Norna is able to generate will make a difference for Åhléns”, says Martin Hallander. 

For questions, please contact:

Martin Hallander  martin.hallander@norna.ai , or 

Anna Lönnerstedt anna.lonnerstedt@ahlens.se, or visit:


About Norna

Norna is a leading applied Artificial Intelligence company, having developed a number of innovative AI solutions since 2018 to increase the profitabilithy of customers in a number of industries, fashion currently being the main focus area. Norna is growing fast and today engages a manyfold team of skilled IT-developers and industry experts from a number of different countries and cultures. 

About Åhléns

The family business Åhléns was founded in 1899 in Insjön and is today one of Sweden’s strongest brands, having 55 department stores in Sweden and e-commerce through ahlens.se. The Åhléns department store is a marketplace that offers a smart mix of affordable products in an inspiring, easy and accesible way. Åhléns has a turnover of 5,1 billion SEK and each year our 3 000 skilled coworkers hosts approximately 80 million visits. Åhléns Outlet, Beauty Bargain and Designtorget are subsidiaries. Åhléns is part of the retail group Axel Johnson AB. www.ahlens.se.