Every day for the past 15 months, 90 electricity customers have chosen to cancel their contract with energy and telecom giant Norlys Energi.

This has been felt in the electricity business at Norlys, which has lost a total of 40,000 customers in just over a year according to Danish daily Jyllandsposten, which spoke to Mads Brøgger, CEO of Norlys Energi.

In recent years, a veritable war has broken out in the electricity market, with many new electricity companies emerging and competing for customers with campaigns and offers.

This development has meant that Norlys has lost customers to its competitors.

”As you know, we have well-functioning competition in the electricity market,” says Brøgger to Jyllandsposten, not hiding the fact that the loss of customers annoys him.

Therefore, Norlys Energi has also decided to reduce its current three electricity products to two and at the same time abolish on-account charges for fixed-price customers.

This comes at a time when Norlys A/S is also planning radical changes to the structure of the cooperative.

At the same time, Niels Duedahl, CEO of Norlys Group, has opened up the possibility of selling minority shares in the subsidiaries to help finance the energy group’s growth ambitions.

English edit: Catherine Brett