Pricer AB, is a Swedish company active in the field of electronic shelf labels (ESL). The company offers system solutions where price and store information on the shelf edge is communicated from the store's central price register.

Today, the company's products are mainly sold to the grocery and retail stores operating in the markets in Japan, Western Europe and the USA. The industry is estimated to have delivered over 100 million Electronic Shelf Label (ESL) labels to more than 13,000 stores by mid-2014. Today, new segments are being expanded to retail, such as electronics and construction.

History

The company was founded by Erik Danielsson, who was previously director of Pharmacia [1]. The company was founded in Uppsala in 1991 in connection with an acquisition of licensing rights in the Nordic countries for a patent on electronic price labeling from Swiss Unigraf AG. On October 8, 1996, the company was introduced on the Stockholm Stock Exchange's O-list. Today Pricer is traded on Nasdaq OMX's list for smaller companies in Stockholm.

In 1998, a sales collaboration with the company Ishida is started in the Japanese market and in general sales of Pricer's ESL system are increasingly taking place through independent partners.

In November 2003, the head office was moved from Uppsala to Sollentuna. When, in January 2004, the company received an order from French Carrefour, the world's second largest retail chain, Pricer's share rose by 150 percent in a single day. In 2012, the head office moved to Västra Järnvägsgatan 7 in Stockholm.

Today, after the acquisition of one of the leading competitors Eldat Communication Limited, Pricer is today the world-leading ESL supplier with a market share of 60 percent.