Reitan Retail Takes Part Ownership in Norwegian’s and Strawberry’s Reward Currency Spenn

Norwegian Air Shuttle has today announced that Reitan Retail has taken an ownership stake in Spenn, the reward currency established by Norwegian and Strawberry in November 2024.  Each company will now hold a one-third stake in Spenn.

Reitan Retail Takes One-Third Stake in Norwegian And Strawberry's Reward Currency, Spenn - Courtesy Norwegian Air Shuttle/Mynewsdesk

On Tuesday (April 29, 2025), Norwegian Air Shuttle announced that Reitan Retail has taken a one-third equity stake in Spenn, the reward currency established by Norwegian and Strawberry in November 2024.  Each of the three partners will now hold a one-third stake in Spenn, and Norwegian, Strawberry, and Reitan Retail will further develop Spenn with the goal of becoming the most widespread discount currency in the Nordic region.  With the addition of Reitan Retail, the partnership will now offer an attractive combination of retail, flights and hotels.  Reitan Retail is a leading retail company in the Nordic and Baltic regions, operating within grocery, convenience and mobility.  The company’s Norwegian brands include REMA 1000, Narvesen, 7-Eleven and Uno-X Mobility.

In Tuesday’s announcement, Reitan Retail’s CEO, Ole Robert Reitan, said,

“Reitan Retail aims to create the best customer experiences in people’s everyday lives, at home and on the go.  We see significant potential in combining our own loyalty initiatives with a broad alliance, which will give our customers flexibility and countless choices, says CEO of Reitan Retail, Ole Robert Reitan.

“Our existing loyalty programs remain, and Spenn wants to make them even better.  Initially, we will connect our Norwegian brands, the first one planned for around the turn of the year. Later, the ambition is to introduce other countries and brands.”

Also commenting on the addition of Reitan Retail as a Spenn co-owner, Norwegian’s CEO, Geir Karlsen, said,

“Ever since we started talking to Strawberry about developing a new reward currency, the goal has been to create additional value for our members.  When Reitan Retail joins as a partner in Spenn, I am convinced that we will take a significant step forward in the development of both our own loyalty program Norwegian Reward and the value of Spenn as a reward currency.  This will give Norwegian, Strawberry and Reitan Retail customers even more and better opportunities in the future. We are looking forward to that.”

Strawberry’s Founder and Owner, Petter A. Stordalen, added,

“The ambition has always been to create a reward currency that combines simplicity with freedom of choice.  When Norwegian, Strawberry and Reitan Retail commit to using Spenn as the new Nordic reward currency, we are delivering on that customer promise.  With retail, airlines and hotels as Spenn owners, we are creating a fantastic kinder egg for our members, and we look forward to further developing Spenn together with Reitan Retail.”

Since launching in late 2024, Spenn has connected 100 brands across the Nordics.  Currently, customer can earn Spenn when shopping brands such as Villoid, Homely, Hurtigruten, Farmasjet, BliVakker, Samsung and Adidas.  Today’s announced agreement with Reitan Retail is subject to regulatory approval, which is expected during summer 2025.

Source: Norwegian Air Shuttle / Mynewsdesk