Pizzaofnar.isalso known as Grillkofinn
A specialist store for pizza ovens, grills and outdoor-cooking gear. Vitta is Ooni's official representative in Iceland.
- 5-year warranty on pizza ovens
- Delivery across Iceland
Icelandic distribution & brand partner
Consumer brands, brought toIceland — and made towork here.
Import and distribution, wholesale to Icelandic retailers, and two online stores of Vitta's own.
Reykjavík——:——
- Import
- Wholesale
- Retail
- E-commerce
- Marketing
01The chain
Everything between a brandand its customer.
- 01
Brand
The product and the story behind it.
- 02
Import & distribution
Shipping, customs and stock, handled here.
- 03
Retail network
The shops and channels that carry it.
- 04
E-commerce
Online stores built and run in-house.
- 05
Marketing
Campaigns that create demand, not just awareness.
- 06
Customer
A customer who buys, and comes back.
02Two stores of Vitta's own
Not only supplied to shops. Sold to Icelanders, every day.
MiniPlay.is
A curated store for children's toys and baby products, with a physical shop in Kópavogur.
- Shop in Kópavogur
- Online across Iceland
03Brand portfolio
Imported, sold and looked after in Iceland.
- 01
Ooni
Outdoor cooking
Official distributor in Iceland
- 02
Kamado Joe
Outdoor cooking
Brand sold in Iceland by Vitta
- 03
Little Dutch
Kids & baby
Brand sold in Iceland by Vitta
- 04
Masterbuilt
Outdoor cooking
Brand sold in Iceland by Vitta
- 05
Jollein
Kids & baby
Brand sold in Iceland by Vitta
- 06
Skottsberg
Cookware & knives
Brand sold in Iceland by Vitta
04Capabilities
Six jobs, one company doing all of them.
- 01
Distribution
The whole route into the market: freight, customs clearance, warehousing and delivery. A brand hands over a container and gets a supply line that runs.
- 02
Wholesale
The retailer relationships that decide shelf space, already built and held. Range, pricing and reorder rhythm are agreed per account.
- 03
Brand development
Demand built rather than discounted into existence. One price and one story across every channel, held consistently.
- 04
E-commerce
Two online stores run end to end: product data, merchandising, conversion and customer service. A core capability, not a side channel.
- 05
Marketing
Campaigns, email, social and launch activity, planned around how people here actually buy and measured against revenue.
- 06
Market entry
What entering this market really involves — landed cost, pricing, volumes, timing, compliance — set out first, then run.
05Why Iceland is its own market
Local knowledge is what decides whether a launch works.
01
The buying rhythm is set here
Volumes, launch timing and range depth are planned for this market rather than inherited from a bigger one — set from what the shops and Vitta's own stores actually sell.
02
Relationships decide shelf space
The buyers who decide range and placement are known, and they trust what reaches them. That is what turns a listing into a real position in a shop.
03
Supply is planned, not improvised
Goods arrive on a shipping schedule and stock is held here, so retailers reorder mid-season and customers get delivery in days.
Next step
Looking for a distribution partner in Iceland?
Tell us what you make and where it sells today. You will get an honest read on whether it fits this market, and what the first year would look like.
Useful in a first email
- 01What you make and which ranges travel
- 02Where you sell today, and through whom
- 03Whether anyone represents you here already