Who owns ÓB?
ÓB 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
- Category
- Home, garden & DIY › Retailer own brands › General merchandise own brands
- Parent ticker
- Nasdaq Iceland: HAGA
- Last verified
- · 1 sources
About ÓB
ÓB is the unstaffed discount side of Hagar's fuel business, 45 self-service pumps scattered around Iceland and priced below the staffed Olís forecourts that run alongside them. Splitting a fuel network into a serviced brand and a cheap automated one is common in the Nordics, and it lets the same company compete at both ends of a small market without undercutting itself.
Ownership timeline of ÓB
Where ÓB 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 general merchandise own brands, and who owns them
The 162 brands in general merchandise own brands on Brandtree belong to 68 owners. The largest is JD Sports, with 15; Hagar has 4.
| Brand | Owner | Owner based in |
|---|---|---|
| Blacks | JD Sports | 🇬🇧 United Kingdom |
| Bebemundo | Corporación Favorita | 🇪🇨 Ecuador |
| Innom | Reitan Retail | 🇳🇴 Norway |
| B&Q | Kingfisher | 🇬🇧 United Kingdom |
| Anko | Wesfarmers | 🇦🇺 Australia |
| Basualdo | Cencosud | 🇨🇱 Chile |
| Bike Republic | Colruyt Group | 🇧🇪 Belgium |
| Arenal | Sonae | 🇵🇹 Portugal |
Every brand in general merchandise own brands and its owner →
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.
🇮🇸 ÓB 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; ÓB 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 ÓB?
The parent company of ÓB is Hagar, a publicly listed company headquartered in Iceland.
Is ÓB Icelandic?
Yes. ÓB originated in Iceland and its owner, Hagar, is also headquartered in Iceland.
Is ÓB still owned by Hagar?
Yes. As of 21 September 2026, ÓB 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.
Report a correction Opens a pre-filled GitHub issue. See our corrections policy.