Gandalf Distribution Launches Easyride, a New Nordic Electric Scooter Brand

(IN BRIEF) Gandalf Distribution AB, part of ELKO Group, has launched Easyride, a new Nordic electric scooter brand developed in partnership with NAVEE and set to go on sale in early March 2026 under the label “Powered by NAVEE”. Designed specifically for Nordic conditions, Easyride focuses on safety, simplicity and regulatory compliance, offering features such as 20 km/h top speed, up to 25 km range, dual braking, IPX5 water resistance and app connectivity, with full Nordic service support via Elcare Nordic. The launch marks Gandalf Distribution’s move into brand creation, combining its regional market expertise with NAVEE’s manufacturing capabilities to deliver a tailored, accessible and reliable micromobility solution.

(PRESS RELEASE) RIGA, 9-Feb-2026 — /EuropaWire/ — Gandalf Distribution AB, part of the ELKO Group, has unveiled Easyride, a new Nordic electric scooter brand designed to simplify urban mobility while prioritising safety, reliability and regulatory compliance. Developed in partnership with NAVEE as manufacturing collaborator, Easyride is set to enter the Nordic market in early March 2026 under the co-branding label “Powered by NAVEE”.

The launch represents a strategic step for Gandalf Distribution as it moves beyond distribution into brand development, building a product range tailored specifically to Nordic conditions and consumer expectations. Drawing on years of experience supplying electric scooters from established international manufacturers, the company identified a gap in the market for a locally focused brand that balances accessibility, performance and responsible use. Easyride is positioned to address this unmet demand by combining proven engineering with Nordic design principles.

The brand targets primarily younger riders while also appealing to parents seeking dependable, user-friendly mobility solutions for everyday travel. Its identity and messaging framework have been shaped in collaboration with the creative agency Spoon, ensuring a clear emphasis on simplicity, smart mobility and safe riding.

Jonas Österbacka, Head of Brand Acceleration at Gandalf Distribution AB, said that the collaboration with NAVEE brings together robust technical capability with a distinctly Nordic brand experience. He highlighted that the timing of the launch ahead of the spring season would give retailers a compelling and commercially attractive product range to offer customers.

The Easyride portfolio has been developed with a strong focus on practical performance and safety. Key features include maximum speeds of up to 20 km/h, a range of up to 25 kilometres on a single charge, and motor power of up to 500 watts to ensure smooth and responsive acceleration in urban environments. Additional safety and usability elements include a dual braking system, IPX5-rated water resistance, maintenance-free tyres, an interactive display and companion app support.

All Easyride models comply fully with Nordic regulatory standards and come with a two-year warranty. For aftersales service and maintenance, Gandalf Distribution is working with Elcare Nordic, which provides established support processes across Sweden, Norway, Finland and Denmark.

Sharon Wang, Head of Global Sales & Marketing at NAVEE, welcomed the partnership, describing Easyride as an important milestone in NAVEE’s Nordic localisation strategy. She noted that the collaboration leverages the complementary strengths of both companies to deliver scooters specifically adapted to local riding conditions and consumer needs.

Easyride has been created by Gandalf Distribution in close cooperation with NAVEE, combining Gandalf’s deep understanding of the Nordic market with NAVEE’s engineering and manufacturing expertise. The result is a brand that aligns with local regulations, weather conditions and rider expectations while maintaining high standards of quality and performance.

Gandalf Distribution, founded in 1984 in Malmö, Sweden, has been part of the ELKO Group since 2017 and continues to position itself as a leading distributor of IT and consumer electronics in the Nordic region. ELKO Group, established in Riga in 1993, now operates across 14 European countries with more than 1,100 employees, serving as a major player in the European technology distribution sector.

About Easyride and NAVEE

Easyride is a Nordic electric scooter brand focused on safety, simplicity and smart mobility. The brand is created by Gandalf Distribution and developed in close collaboration with NAVEE, a long-standing vendor partner to Gandalf Distribution and an established manufacturer of electric scooters. NAVEE brings proven engineering expertise and production capabilities, while Gandalf Distribution contributes deep Nordic market knowledge, ensuring products that meet local regulations, expectations and riding conditions.

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About Gandalf Distribution

Gandalf Distribution is a Nordic distributor of IT and consumer electronics products. The company was founded in 1984 in Malmö, Sweden, by a group of veterans from the Swedish IT industry, who were also fans of Tolkien’s works. Since 2017, Gandalf Distribution has been part of the ELKO Group, and our goal is to be the best distributor for both resellers and vendors operating in the Nordic IT and consumer electronics market.

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About ELKO Group

ELKO Group is a leading European distributor of IT and consumer electronics products. The company was founded in 1993 in Riga, Latvia, by four young IT students and has since grown into an international player with subsidiaries in several countries, including the Nordic region and Central Europe. ELKO Group operates in 14 European countries and employs more than 1,100 people.

Gandalf Distribution Launches Easyride, a New Nordic Electric Scooter Brand

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