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FoundedApril 1989; 34 years ago (1989-04)
Number of locations
31[1] (2022)
Area served
Faroe Islands
ProductsDiscount store
Number of employees
1000[1] (2019)
Bónus Keflavik
17-08-05-Supermarkt-Bonus-Keflavik-RalfR-DSC 2603.jpg

Bónus (Icelandic pronunciation: ​[ˈpouːnʏs]) is an Icelandic no-frills supermarket chain owned by Hagar. Bónus operates 31 stores in Iceland and seven in the Faroe Islands. It follows the no-frills format of limited hours, simple shelves and having a giant fridge instead of chiller cabinets.


Bónus was started by Jón Ásgeir Jóhannesson and his father, Jóhannes Jónsson, with the first store in Skútuvogur street in Reykjavík in April, 1989.[2] Within just a few years, the chain became the biggest supermarket chain in Iceland. In 1992, another Icelandic supermarket, Hagkaup, bought a 50% stake, and in 1993, Hagkaup and Bónus established a joint purchasing company named Baugur.[3] In 1994, the company made its first investment in Faroe Islands.[4]

Bónus and Hagkaup are now both owned by Baugur Group's subdivision Hagar.


  1. ^ a b "Um Bónus". www.bonus.is (in Icelandic). Retrieved December 8, 2019.
  2. ^ Júlíusson, Þórður Snær (January 25, 2019). "Jón Ásgeir snýr aftur" [Jón Ásgeir returns]. Kjarninn (in Icelandic). Retrieved December 25, 2019.
  3. ^ Oliver, Jamie; Goodwin, Tony (2010). How They Blew It: The CEOs and Entrepreneurs Behind Some of the World's Most Catastrophic Business Failures. Kogan Page Publishers. p. 50. ISBN 978-0-7494-6065-5.
  4. ^ Jakobsson, Sverrir; Halfdanarson, Gudmundur (2016). Historical Dictionary of Iceland (3d ed.). Rowman & Littlefield. p. 28. ISBN 9781442262911.

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