Bónus

Bónus opened its first store in 1989 at Skútuvogur 13 in Reykjavík. The new store was exceptionally well received by consumers, as prices were significantly lower than had previously been available in the market. Since then, the company has grown steadily and operated 33 stores at the end of the 2025/26 financial year, 20 in the capital area and 13 in major towns and communities around Iceland.

From the outset, Bónus has had a clear objective: to offer consumers throughout Iceland the lowest possible prices at any given time. Bónus has also consistently maintained the same pricing across all of its stores. The key to achieving this objective has been low operating costs, minimal overhead, a focused product range that nevertheless meets all household needs, continuous cost control, and high inventory turnover. The company’s guiding principle has always been to ensure that customers benefit from efficient purchasing and cost-effective operations.

Sustainability and support for the community have also been core principles of Bónus’ operations from the very beginning. For example, the company has sorted plastic, cardboard, and other waste in all of its stores for decades.