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A few words about us

Focus Nordic is the largest distributor of photographic products in the Nordic region. Our range includes many of the strongest brands, both in terms of cameras, binoculars and accessories. In addition, there are many products under our own brand Focus.

The company was founded in January 2010 following the merger of Focus Trading AB, Westheimer A/S and Aronsen A/S. Our head office and warehouse is located in Gothenburg Sweden, with sales offices in Copenhagen Denmark, Oslo Norway and Helsinki Finland.

Focus Nordic AB has an estimated turnover of around EUR 50 million.

Company history

Focus Nordic was founded following the merger of Focus Trading AB, Westheimer AS and Aronsen AS. All three companies were big in their respective countries before the merger, which occurred January 1, 2010.

Westheimer A/S was founded in 1955 by Paul Westheimer, who was among the first to import Japanese cameras to Europe. The main brands for about 50 years were Canon and Minolta. But the number of brands grew rapidly, especially when his son Mikael Westheimer took over the management.

Focus Trading AB was founded in 1984 by Thomas Wernbo, who is now CEO of Focus Nordic Group (Focus Nordic AB). It all started in Mullsjö with sales of projection screens, but the number of products and brands rapidly grew, and a move to the Gothenburg area was a natural step.

Thomas Wernbo - CEO of Focus Nordic Group Focus Nordic Personell

Aronsen A/S of Norway was founded in 1989 by Knut Aronsen and has been one of the most well known and established actors in Norwegian photography since the late 1950's.

The merger also included Focus Image Nordic OY, that the three companies jointly own. The Finnish sales company was founded in 2007.

In 2012 Focus Nordic start up sales activities on Island

In 2013 Focus Nordic start up sales in the Baltic countries.

In 2016 Focus Nordic start up sales in Poland.

Contact us

Business concept

Our business concept is to have an effective distribution directly from our own warehouse, supplying retailers in the Nordic region with the best products. By big purchases for the entire Nordic region, the best prices, both on products and freight are negotiated.

In our quest to be as complete as possible, we currently have 80 different brands, of which many are "hardware", such as cameras, video cameras, lenses and binoculars. Our goal is characterized by a familiar spirit of personal commitment, competence and flexibility.

Business Social Compliance Initiative

At Focus Nordic, we take an active stand for good working conditions and a good social situation of our suppliers worldwide.

Through our membership of the Business Social Compliance Initiative (BSCI), we support the organization's code of conduct. It should include ensuring that suppliers respect human rights and complies with applicable laws and regulations.

For us as an importer and agent, it is important that the products we sell are produced in an ethically, socially and environmentally responsible manner. Thanks to the cooperation in BSCI we will have better opportunity to put force behind the demands we place on our suppliers.

Business Social Compliance Initiative is an inter-industry cooperation between European companies. Over 700 companies have joined and uses a common code of conduct, aimed at improving working conditions and social situation of member companies suppliers.

Read more about BSCI

Environmental work

Focus Nordic are members of the the organizations El-kretsen (Sweden) and ERP (Denmark), which is nationwide collection and recycling systems for electronics and batteries. You can learn more about these organizations on the links below.

We also try to actively reduce the use of paper and unnecessary packaging materials. This is done for example by more and more invoices and quotes sent out by email. Our warehouse staff are also working to minimize unnecessary packaging, and recycle materials where possible, and using paper instead of plastic as protection.

Read more about El-Kretsen

Read more about ERP-Denmark


Focus Nordic was early in the industry as we have already in 2003 made ​​it possible for our customers to place orders online. Our registered customers in every country have access to our web shop where they can see our entire product catalog, prices, inventory levels and place orders. In 2010, we took another step with our newly developed Nordic Web platform that simplifies the customer's business and offers a variety of new functionality.

New technologies such as EDI also allows us to integrate with customers, suppliers and other partners in an efficient manner, saving both paper and administration and provides overall simplified processes.




"The Business Social Compliance Initiative is a leading business-driven initiative for companies committed to improving working conditions in the global supply chain.
We unite 700+ companies around a development-oriented system applicable to all sectors and sourcing countries."


ElKretsen Logotype

"El-Kretsen is the business sectors service company for collection and recycling of electrical and electronic products. El-Kretsen offers a nationwide recycling system with approximately 1000 collection sites. The system covers all of the product groups subject to the legislation and provides good service to those discarding old products."

"Together our affiliated customers represent almost the entire Swedish market for new electrical and electronical products and portable batteries." Visit

ERP Denmark

ERP Denmark Logotype

"The European Recycling Platform (ERP), is a compliance scheme set up to ensure cost-effective implementation of the Waste Electrical and Electronic Equipment (WEEE) Directive and the Waste Battery Directive through innovative waste management strategies for the benefit of participating member companies, their customers and the environment." Visit