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SAS takes over GO

22nd February 2008 Print
SAS has purchased the Reitan Group's shares in the travel company GO, and will thereby become the principal shareholder in the company. The distribution agreement between GO and the Reitan Group will remain as is.

GO was launched in the Norwegian market in May 2007, and sells travel through the SAS and AVIS/Budget websites and Since its launch, GO has realized that the willingness to change in the market was not as high as the company had hoped. Consequently, last autumn management decided to adapt the operations to take this into account. The final phase in this restructuring is now being implemented, with SAS taking over as principal shareholder.

"As owners, the steps we are now taking is a phase in streamlining competency and focus," says Robin Kamark, Senior Vice President Airline Commercial at SAS, and Board member of GO.

Kamark says that SAS is experienced in travel and it is natural for the company to take full control of the further development of GO. At the same time, the distribution agreement with the Reitan Group is very important for SAS.

The Reitan Group says that due to the very strong development of its core operation, Reitan has decided to reduce its involvement in smaller related operations. As a result of this, the Reitan Venture operation will be discontinued. It is therefore also natural for Reitan to entrust the further development of the concept and the company GO to SAS.

"Although GO itself received a more difficult start than expected, we continue to have confidence in the concept," says Kamark, and emphasizes that the cooperation with the Reitan Group on distribution is an important condition for success.