Merger of Pennans ehf. and Smári ehf.

The Competition Authority has been reviewing the merger of Pennans ehf. and Smári ehf.


Penninn is a retail company that sells, among other things, books, stationery and school supplies, and operates both retail and wholesale. Smárar, on the other hand, has operated the furniture store Habitat.


In the opinion of the Competition Authority, the merger is subject to merger control under Article 17 of the Competition Act, as the turnover thresholds of the provision are met. However, the Competition Authority's investigations do not indicate that the merger will harm competition. In light of this, the Authority considers that there is no reason to take further action regarding the merger under section 17 of the Competition Act.