Who owns Bónus?
Bónus is owned by Hagar (Iceland, Nasdaq Iceland: HAGA).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Hagar hf. Consolidated Financial Statements for the year ended 28 February 2026, 29 April 2026. Last checked .
Key facts
- Current owner
- Hagar hf. reported
- Owner HQ
- 🇮🇸 Iceland, Reykjavík
- Origin
- 🇮🇸 Iceland
- Founded
- 1989
- Category
- Home, garden & DIY › Retailer own brands › Grocery own brands
- Parent ticker
- Nasdaq Iceland: HAGA
- Last verified
- · 1 sources
About Bónus
Bónus is the Icelandic discount grocery chain with the pink piggy-bank logo, founded in 1989 and now the price benchmark most Icelandic households shop against. Hagar says its promise is the lowest prices without compromising quality, and it is the larger half of the group's Icelandic grocery business. Stores trading under the Bónus name in the Faroe Islands belong to the group's Faroese arm SMS rather than to the Icelandic chain.
Ownership timeline of Bónus
Where Bónus sits in Hagar
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Hagar ownership tree →
See the full Hagar brand portfolio (11) →
Other brands owned by Hagar
Hagar controls 11 brands on Brandtree, 9 of them in home, garden & diy.
Also in home, garden & diy
Other brands in grocery own brands, and who owns them
The 170 brands in grocery own brands on Brandtree belong to 55 owners. The largest is Cencosud, with 12; Hagar has 5.
| Brand | Owner | Owner based in |
|---|---|---|
| Bretas | Cencosud | 🇨🇱 Chile |
| Lucerne | Albertsons | 🇺🇸 United States |
| City Gross | Axfood | 🇸🇪 Sweden |
| Chalo | Empire | 🇨🇦 Canada |
| Checkers | Shoprite Group | 🇿🇦 South Africa |
| Amanhecer | Jerónimo Martins | 🇵🇹 Portugal |
| K-Citymarket | Kesko | 🇫🇮 Finland |
| Farmer's Market | Loblaw | 🇨🇦 Canada |
About the owner: Hagar
Hagar is a publicly listed company headquartered in Reykjavík, Iceland. Brandtree records 11 brands under its control, and it is listed as Nasdaq Iceland: HAGA.
Hagar is the largest grocery retailer in Iceland and is listed on the main market of Nasdaq Iceland. It runs eight business units at home — 40 grocery stores, 22 Olís service stations, 45 ÓB self-service fuel stations, two warehouses, a production facility, a wholesale store and a specialty store — and owns SMS, the market leader in the Faroe Islands, along with an online alcohol shop in the Netherlands. That makes it central to the price of food in Iceland: when the country argues about the cost of groceries it is largely arguing about Bónus and Hagkaup. Group profit for the 2025/26 year was ISK 7,394 million on EBITDA of ISK 18,129 million.
🇮🇸 Bónus and other Icelandic brands
Brandtree records a controlling owner for 32 brands that began in Iceland. 2 of them (6%) are now controlled by a company headquartered in another country; Bónus is not one of them.
- Air Atlanta Icelandic — Air Atlanta 🇮🇸
- Boli — Bera 🇮🇸
- Eimskip — Eimskip 🇮🇸
- Eitt Sett — Nói Síríus 🇮🇸
- Icelandair — Icelandair 🇮🇸
- Kerecis — Coloplast 🇩🇰
Frequently asked questions
Who is the parent company of Bónus?
The parent company of Bónus is Hagar, a publicly listed company headquartered in Iceland.
Is Bónus Icelandic?
Yes. Bónus originated in Iceland in 1989 and its owner, Hagar, is also headquartered in Iceland.
Is Bónus still owned by Hagar?
Yes. As of 21 September 2026, Bónus is still owned by Hagar. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Hagar hf. Consolidated Financial Statements for the year ended 28 February 2026 — Hagar hf., Annual report, published 29 April 2026; retrieved 21 September 2026.
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