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Bónus is an Icelandic no-frills supermarket chain of Hagar. Bónus operates 24 stores in Iceland and four 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. Within just a few years, the chain became the biggest supermarket chain in Iceland. In 1992, another Icelandic supermarket, Hagkaup, bought a 50% stake. In 1998 the chains merged, but keeping their separate identities, to form Baugur Group. Bónus and Hagkaup are now both owned by Baugur Group's subdivision Hagar.

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  1. Bónus is always written with an accent on the “o”.

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