Europris (ERPSY) is a Norwegian discount retailer which went public in the summer of 2015 and its shares have experienced an important drop since 2017. It runs more than 250 large stores with a great variety of products in all the territories of Norway. What makes this drop interesting is the apparent recovery of some financial metrics and the favorable competitive environment of the Scandinavian retail sector. This research starts with other successful stories in Sweden, a market with some similarities from the point of view of the geography, population and culture.