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Reitan (company)
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Reitan (company)
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Reitan AS, formerly known as Reitangruppen (Reitan Group), is a Norwegian conglomerate comprising three business areas: Reitan Retail, Reitan Eiendom (Reitan Real Estate) and Reitan Kapital.

Key Information

Reitan's head office is at Lade Gaard in Trondheim, Reitan's cultural and financial center. Reitan Retail and Reitan Kapital has its operational center in Oslo, while Reitan Eiendom is based in Trondheim.

Reitan had a turnover in 2018 (including franchise sales) of 95 billion NOK, and employs 38,000 people in Scandinavia and the Baltic region. Reitan's mission is to manage strong and independent business areas in retailing and real estate.[2]

History

[edit]

The company started in 1948 when Ole Reitan opened the O. Reitan Kolonial store in Nonnegata in Trondheim.

In 1972, Ole's son Odd Reitan started his own shop. He had returned from his education at the Retailing institute (Kjøpmannsinstituttet, now BI Retail) in Bærum outside Oslo, and started the shop Sjokkpris ("shock price") in St. Olav's street in Trondheim. Father and son ran the business together as partners, and more shops were opened during the 70s. Based on an idea from abroad, Odd Reitan then established the retail chain REMA 1000 (REitan MAt, "Reitan food") in 1979. The chain concept consisted of a standardised range of goods (in principle 1,000), a simple shop design and low prices. REMA 1000 was a breakthrough for discount grocery chains in Norway.[3]

In 1994, the first REMA 1000 store opens in Denmark.[4] In 1995, Reitan Eiendom is established.

In 2000, Rema 1000 and Narvesen merges. In coming years Reitan takes control over Reitan Narvesen AS and in 2004 Reitan Convenience is in charge of the brands Narvesen and 7-Eleven. In 2006, Reitan buys Hydro Texaco in Norway and Denmark and establishes a focused corporate structure based on the Uno-X and YX station networks in each country. In 2007, Reitan Convenience cooperates with Shell and the convenience part of the gas stations becomes 7-Eleven. In 2012, Reitan Convenience buys R-Kioski with stores in Finland, Estonia and Latvia and Lietuvos Spauda in Lithuania. In 2016, the fifth business area, Reitan Kapital is established. In 2017, The first YX/7-Eleven opens in Norway. In 2019, Reitan Convenience buys Caffeine Roasters with stores in Estonia, Latvia and Lithuania. In 2019, after three years of refurbishing, Odd Reitan fulfill his childhood dream by opening Britannia Hotel, a five star hotel in Trondheim.[5]

In 2021, Reitangruppen changed its name to Reitan. At the same time, five business areas became three: Reitan Retail, Reitan Eiendom and Reitan Kapital.[6][7]

References

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Reitan (company)

View on Grokipedia
from Grokipedia
Reitan AS is a privately held Norwegian conglomerate and holding company, founded in 1948 by Ole and Margit Reitan with the opening of their first retail store in , . Owned by the Reitan family, including key figures , Ole Robert Reitan, and Magnus Reitan, the company practices active ownership through independent subsidiaries and operates across the Nordic and Baltic regions. It comprises three primary business areas: Reitan Retail for retailing, Reitan Eiendom for property management and development, and Reitan Kapital for financial services and investments. The company's flagship subsidiary, Reitan Retail, is a leading value-driven retailer established in 1974 and headquartered in Oslo, employing approximately 46,000 people across 3,500 outlets in seven countries, including , , , , , , and (as of 2024). Reitan Retail focuses on discount grocery, convenience stores, and mobility services, with prominent brands such as REMA 1000 (a low-price grocery chain launched in 1979), Narvesen, 7-Eleven, Pressbyrån, R-kioski, and Uno-X. Notable expansions include the 2023 acquisition of stores in by REMA 1000, enhancing its market position in grocery retail. Reitan AS emphasizes , ethical operations, and societal impact, with initiatives to reduce emissions, , and sales in its chains. Formerly known as Reitangruppen, it has grown from a single store into one of Norway's largest private companies, prioritizing customer experiences, employee well-being, and long-term value creation.

Overview

Company profile

Reitan AS is a Norwegian conglomerate headquartered in , , operating as a private company with an active ownership model that fosters independent business units. The company was founded in 1948 as a single grocery store in by Ole and Margit Reitan, evolving into a major conglomerate by 2025 through strategic expansion across . Reitan's operations emphasize retailing in grocery, convenience, and mobility sectors, alongside management and capital investments, all centered in the Nordic and Baltic regions. In November 2025, Reitan Eiendom merged its portfolios with Aspelin Eiendom to form a new company. Reitan Retail is preparing for a potential on the in 2025. As of 2024, the company employs approximately 46,000 people systemwide, reflecting its significant scale in the region. Its retail segment reported systemwide sales exceeding NOK 132 billion in 2024, underscoring its economic impact.

Core values and mission

Reitan's vision is to be recognized as the most value-driven company in , focusing on delivering low prices, operational efficiency, and respect for employee dignity across its operations. This guiding principle underscores the company's commitment to practical commerce that benefits all stakeholders while maintaining a down-to-earth approach to . Central to Reitan's mission is creating sustainable value for , employees, owners, and through active and responsible , with a that "the is our ultimate boss" applied universally to prioritize needs in . The company emphasizes job creation and impact, employing over 46,000 and contributing to local economies in the Nordic and Baltic regions. Additionally, Reitan integrates into its core operations, aiming to minimize environmental impact and promote responsible practices throughout its . In May 2025, Reitan Convenience received the NACS Convenience Retail Award for . Reitan's value-driven culture is embodied in eight fundamental principles that guide daily operations and long-term strategy:
  • We stick to our business model
  • We keep high moral standards
  • We are committed to being debt-free
  • We encourage a winning culture
  • We are positive and proactive
  • We talk with each other, not about each other
  • The customer is our ultimate boss
  • We work for fun and profit
This culture is rooted in frugality and innovation, evident in no-frills store designs that emphasize cost efficiency and simplicity, such as those in the Rema 1000 discount grocery chain, while fostering employee growth through trust-based leadership and proactive problem-solving.

History

Founding and early years

Reitan was founded in 1948 by Ole Reitan, who opened a single traditional grocery store named O. Reitan Kolonial on Nonnegata in , . The venture, co-established with his wife Margit Reitan, emerged in the immediate post-World War II era, a time of economic recovery and rebuilding in , where local grocers played a central role in community supply chains. During the and , the business remained focused on retail, operating as a single-store enterprise amid Norway's gradual economic stabilization and growth following wartime . Family involvement was integral from the outset, with Ole Reitan managing daily operations behind the counter, fostering a value-driven approach that emphasized personal service and community ties. Their son, , born in , grew up immersed in the store environment, which laid the groundwork for his later contributions. By the early 1970s, , after completing his university studies, joined the family business and began introducing principles of cost that would underpin a discount-oriented model. In 1972, he opened his first independent store in , emphasizing low prices through streamlined operations and limited assortments of essential goods, marking an early shift toward in family-run retail. This approach built on the foundational cost-conscious practices established by Ole while adapting to evolving market demands. Toward the late 1970s, the Reitan operations began diversifying into basic convenience goods, prioritizing high-turnover essentials to enhance accessibility and affordability for local customers. This strategic focus on core products, combined with ongoing family oversight, positioned the business for broader national expansion while maintaining its roots in efficient, community-oriented retail.

Expansion into retail chains

In 1979, launched , Norway's first discount grocery chain, opening the inaugural store in and drawing inspiration from efficient German models such as to emphasize low prices through streamlined operations and limited product assortments. During the 1990s and early 2000s, Reitan expanded into retail by merging with in 2000, creating one of the Nordic region's largest and networks with a focus on urban locations and quick-service offerings. In the mid-2000s, the company entered partnerships to operate stores, integrating the brand into its portfolio starting with developments on YX service stations around 2006 to enhance 24-hour accessibility and food-to-go options. Reitan also ventured into mobility services in the 2000s through the acquisition of the Uno-X network in , building on earlier fuel station interests to scale operations with over sites in by combining sales, car washes, and convenience elements under a unified brand strategy. This diversification contributed to rapid domestic growth, with Reitan's retail formats surpassing 1,000 stores in by the early 2000s, driven by aggressive store openings and efficiency measures that solidified its market position. Internationally, Reitan initiated expansion with the opening of its first store in in 1994, adapting the discount model to local preferences while prioritizing cost control and . By the 2000s, the company extended into , introducing operations near the Norwegian border in 2003 and growing convenience brands like and Pressbyrån through targeted acquisitions and franchise partnerships to capture cross-border and urban demand. Odd Reitan's overarching strategy of low-margin, high-volume retail and operational rigor underpinned these moves, enabling scalable growth across formats.

Reorganization and modern developments

In early 2021, Reitangruppen underwent a significant reorganization, changing its name to Reitan AS and streamlining its structure from five business areas to three independent units: Reitan Retail (formerly Reitan Handel), Reitan Eiendom, and Reitan Kapital. This aimed to enhance operational focus and agility, with Reitan Retail handling discount grocery, convenience, and mobility operations; Reitan Eiendom managing property assets; and Reitan Kapital overseeing financial investments. The changes took effect following the announcement in November 2020, positioning the company for clearer strategic direction under family leadership. As part of its real estate diversification, Reitan Eiendom spearheaded the reopening of the historic Britannia Hotel in in April 2019 after a three-year, approximately 1.5 billion renovation funded by . The project restored the 19th-century landmark into a five-star luxury hotel with 246 rooms, emphasizing and high-end to broaden the group's portfolio beyond traditional retail properties. Following the , Reitan intensified its sustainability efforts starting in 2020, updating its strategy in 2023 to prioritize net-zero emissions by 2050, reduced value chain emissions by 43% by 2030, and healthier product offerings across chains like and . These initiatives included mapping product , cutting salt and sugar in assortments, and expanding charging at Uno-X Mobility stations. In December 2022, Reitan Retail agreed to acquire 114 stores and three distribution centers from in , with the transaction approved by Danish competition authorities in August 2023. This move significantly expanded REMA 1000's presence in the Danish market to over 400 stores, enhancing its competitive position in discount grocery retail. By 2023, Reitan Convenience, part of Reitan Retail, expanded its footprint in the , achieving record growth in and through brands like and Caffeine Roasters, with systemwide sales reaching NOK 16.5 billion across nearly 1,800 stores in the Nordics and Baltics. This included strengthening convenience offerings and integrating local chains to capture amid rising consumer demand for accessible retail. Complementing these efforts, digital transformations accelerated, featuring app integrations for loyalty programs and in chains such as and Reitan Convenience; for instance, partnerships with SymphonyAI enabled cloud-based and store operations, while Cloud supported experiences and for personalized marketing in and . In 2024 and 2025, Reitan responded to persistent —reaching peaks of around 7.5% in by late 2022—through price stability measures, including via electronic shelf labels at stores, which enable up to 2,000 adjustments per day during peak periods to maintain competitiveness. Additionally, in April 2025, Reitan Retail acquired co-ownership in the Spenn digital loyalty currency alongside Norwegian and , enhancing cross-brand payment and rewards integration to foster amid economic pressures. These steps underscored Reitan's adaptation to market volatility while leveraging its discount model for resilience.

Business areas

Reitan Retail

Reitan Retail was established in early 2021 as the central pillar of the Reitan Group's operations following a corporate reorganization that streamlined its business areas into three main units. This division integrates the company's discount grocery, convenience, and mobility segments, enabling a cohesive approach to retail activities across diverse formats. By consolidating these operations, Reitan Retail has positioned itself to leverage synergies in procurement, operations, and customer engagement, fostering efficient growth in competitive markets. The division's strategy emphasizes low-cost, high-volume sales through a franchise-based model that prioritizes operational simplicity and customer value. A key element involves extensive use of private labels, which allow for competitive pricing while maintaining quality, particularly in the discount grocery segment where such products form a significant portion of offerings. This approach is supported by approximately 3,500 outlets spanning seven countries in the Nordic and Baltic regions as of 2024, enabling scale economies and localized adaptation. Reitan Retail's principles of being close to customers, simple in execution, and responsible in practices guide daily operations, ensuring alignment with broader goals of accessibility and sustainability. To enhance efficiency, Reitan Retail employs a value-driven model integrated with robust optimizations, including centralized hubs in that streamline distribution for its grocery and convenience networks. These efficiencies reduce costs and improve product availability, contributing to the division's resilience amid market fluctuations. As the Reitan Group's largest business area, Reitan Retail generates the majority of overall revenue, underscoring its dominant role in driving the company's performance with a primary emphasis on the Nordic-Baltic market.

Reitan Eiendom

Reitan Eiendom, established in as part of the Reitan Group, manages a diverse portfolio of commercial properties across , focusing on retail tenants, logistics, industrial spaces, and hospitality assets. The division develops and owns properties in key urban centers such as , , and , emphasizing long-term value creation through sustainable practices and strategic partnerships. As of 2021, Reitan Eiendom held ownership interests in approximately 1.52 million square meters of property, a figure that has grown through acquisitions, including the 2024 purchase of 64 retail properties in in collaboration with partners. Key assets encompass shopping centers and hubs supporting retail operations, alongside properties like the Britannia Hotel in , a five-star establishment that reopened in 2019 after extensive renovation and features 224 rooms and suites. These holdings provide essential infrastructure for the group's retail activities while diversifying into high-value urban and industrial . The company's strategy centers on long-term leasing arrangements, particularly with Reitan Retail tenants, to secure strategic locations and control operational costs amid market fluctuations. Post-2020, Reitan Eiendom has prioritized investments in sustainable buildings, aligning with an updated group-wide framework that targets reductions in emissions, , and waste, while advancing ESG reporting and risk assessments for . By generating stable rental income from its property assets, Reitan Eiendom contributes to the overall diversification of the Reitan Group, offering a buffer against retail sector volatility and supporting balanced growth across areas. This approach underscores the division's role in fostering long-term and value-driven development.

Reitan Kapital

Reitan Kapital AS, established in 2016 as an within the Reitan Group, serves as the financial arm responsible for managing and growing the group's surplus liquidity through a diversified, global portfolio. Headquartered in , , it operates with a long-term perspective, focusing on preserving and enhancing financial assets for the Reitan and the broader group. Following the 2021 reorganization of the Reitan Group, which streamlined operations into three areas—Reitan Retail, Reitan Eiendom, and Reitan Kapital—it plays a key role in supporting the group's overall and strategic financing needs. The division handles and venture investments alongside broader , emphasizing evidence-based approaches grounded in academic and data-driven decision-making. The of Reitan Kapital centers on active ownership in companies aligned with the group's values, while maintaining a balanced allocation typically comprising a significant portion in equities and fixed-income securities, with limited alternatives. It employs a structured five-step process: , , manager selection, , and reporting, with a strong reliance on index-based global investments to mitigate and ensure . The division actively manages group and debt financing, limiting illiquid assets to no more than 20% of the portfolio to preserve flexibility. This approach prioritizes long-term value creation over short-term gains, contributing to the development of financial analyses and white papers based on its experiences. Reitan Kapital's portfolio includes stakes in startups and opportunities, reflecting a selective focus on innovative sectors. Notable investments include a Series A-II round in TouchNetix, a Swedish touch firm enhancing retail interactions, completed in November 2022 for $12 million, and a long-term holding in NORBIT ASA, a Norwegian company, since 2017. While smaller in scale compared to the group's retail operations—with assets representing a fraction of the 104 billion annual store turnover—it has shown growth since 2020, and increasingly targets Nordic innovation sectors such as and sustainability-aligned ventures by 2025.

Operations

Geographic reach

Reitan maintains its primary operational base in , where it operates 1,357 stores across its discount grocery, convenience, and mobility segments as of the end of 2024. The company has expanded internationally since the 1990s, beginning with its entry into in 1994 through the launch of stores. Further growth occurred in through the acquisition of the Pressbyrån convenience chain, followed by entries into , , , and in 2012 through the purchase of and related assets. By 2025, Reitan's footprint spans seven countries in the Nordic and Baltic regions: , , , , , , and . Reitan adapts its strategies to regional market dynamics, emphasizing discount grocery formats like primarily in the of and to appeal to price-sensitive consumers. In the —, , and —operations focus more on convenience retailing through brands such as and local adaptations, catering to urban mobility and quick-service needs with over 455 stores in the . This tailored approach includes localized models, initiatives like adoption, and product assortments aligned with local preferences, such as healthier options and reduced in convenience offerings. Operating across both EEA and EU markets presents challenges, including regulatory differences such as competition authority oversight and emerging EU directives like the Due Diligence Directive (CSDDD), which require enhanced and environmental due diligence. Post-COVID disruptions and geopolitical tensions have prompted adaptations, including greater localization of sourcing to mitigate risks like in high-risk supplier regions and weak labor protections in the Baltics, alongside investments in transparent procurement and practices. International operations significantly contribute to Reitan's growth, of its total systemwide sales of 132,111 million in 2024, driven by expansions like the 2022 acquisition of over 100 stores in . This diversification beyond supports overall revenue resilience amid economic pressures.

Key brands and subsidiaries

Reitan's primary grocery brand is , a discount chain focused on low prices and efficient operations, operating over 1,000 stores across and . The chain emphasizes a limited assortment of high-quality, responsibly sourced products to serve everyday shopping needs in urban and suburban areas. In the sector, Reitan operates several prominent brands tailored to on-the-go consumers. , with approximately 360 outlets in , , and , provides 24/7 access to snacks, beverages, and quick meals, often located at transportation hubs and urban centers. , a newsagent and chain with approximately 370 stores primarily in and extending to the Baltics, offers newspapers, products, and light groceries in high-traffic locations like train stations. In , operates around 350 stores, specializing in bakery items, coffee, and essential goods as a franchise-driven network. Reitan's mobility division includes Uno-X and YX, which manage over 800 fuel stations with integrated convenience services across the Nordic region. In 2024, YX stations were rebranded to Uno-X where co-located with convenience stores. Uno-X focuses on unmanned, low-cost fueling options, while YX provides full-service stations, both supporting vehicle refueling and retail sales of automotive products and snacks. Among other subsidiaries, Caffeine Roasters operates as a coffee-focused under Reitan Convenience, with outlets in the Baltic countries, , and , serving barista-style beverages and light food items following its full acquisition in 2018. Reitan Convenience and Reitan Mobility are fully owned entities within Reitan Retail, overseeing the group's and fuel station operations respectively.

Leadership and ownership

Executive leadership

Odd Reitan serves as the Chairman and of Reitan AS, the parent company of the Reitan Group, where he has overseen the strategic vision and expansion since the 1970s. As a co-owner, Reitan emphasizes a hands-on approach rooted in his early career in family grocery stores, guiding the group's focus on retail efficiency and Northern European growth. Ole Robert Reitan, son of , has been the of Reitan Retail since the 2010s, directing operations across supermarkets and convenience stores in the Nordics and Baltics. Under his leadership, Reitan Retail has prioritized international expansion and customer-centric innovations, such as loyalty programs, contributing to sustained revenue growth in discount grocery segments. Magnus Reitan, another son of , acts as of Reitan Kapital since 2016 and serves on the boards of Reitan AS, Reitan Retail, and Reitan Convenience, influencing investment strategies and operational oversight. His role underscores the group's evidence-based while aligning with family-driven priorities. Key subsidiaries feature specialized leaders, including Mariette Kristenson as Managing Director of Reitan Convenience, who has driven market adaptations in convenience retail since 2021. Kristin Genton holds the position of for both Reitan AS and Reitan Retail, managing fiscal strategies amid regional expansions. The Reitan Group's executive leadership embodies a values-based style, focusing on employee care and long-term , with integrated through family involvement in core roles. This approach ensures continuity in the privately held structure, where family members hold pivotal positions across business areas.

Ownership and family involvement

Reitan AS is a wholly owned by the Reitan family, with no public and no involvement from external investors. The primary owner is , who founded and built the group into a major retail conglomerate; as of November 2025, his is estimated at $6.8 billion, largely derived from his stake in the company. Family governance emphasizes continuity across generations, with second-generation members holding key leadership positions to ensure alignment with the company's core values. Odd Reitan's sons, Ole Robert Reitan and Magnus Reitan, play central roles: Ole Robert serves as CEO of Reitan Retail, overseeing operations including the grocery chain, while Magnus leads Reitan Kapital as CEO and serves on the boards of Reitan AS and Reitan Retail, providing strategic oversight. As of 2025, Ole Robert Reitan and Magnus Reitan together own 67% of the shares in Reitan AS. This structure supports a long-term holding strategy focused on sustainable growth within the family-controlled entity, avoiding dilution through outside capital. Succession planning within the Reitan family prioritizes preserving competence and values, with the second generation actively involved in operations to facilitate a smooth transition. The family has established mechanisms such as defined benefit plans to support employee welfare, reflecting a commitment to long-term employee security as part of broader efforts. Philanthropic activities include targeted donations, such as Odd Reitan's 2013 contribution of 2 million Norwegian kroner to support media initiatives, though the family maintains a low-profile approach to giving. The Reitan family's active ownership model involves direct oversight of subsidiaries to align operations with ethical and efficiency-driven principles, fostering while maintaining strategic cohesion across the group's areas. This hands-on approach underscores the family's dedication to value-based management without reliance on external bodies.

Financial performance

Revenue and growth metrics

Reitan Group's was NOK 149 billion in 2024, driven primarily by its retail operations, which recorded NOK 132 billion in systemwide sales—a 5.7% rise from NOK 127.7 billion in 2023. This performance reflects the company's franchise-heavy model, where systemwide sales capture the full scale of retail activity across its networks. Key growth drivers include steady like-for-like sales increases averaging 3-4% annually between 2020 and 2025, bolstered by international expansion that has contributed 20-30% to overall growth through acquisitions and market entries in the Nordics and Baltics. These factors have enabled resilient expansion amid varying economic conditions, with international operations enhancing diversification and revenue streams. Profitability remains solid, with retail operating margins at 3-4%, supported by efficient franchise management. For 2025, Reitan anticipates approximately 6% growth as of the 2024 report, fueled by economic recovery and a strategic push into digital sales to capture evolving consumer preferences.

Workforce and store network

Reitan Retail employs approximately 46,000 people across seven countries in the Nordic and Baltic regions, including Norway, Denmark, Sweden, Finland, Estonia, Latvia, and Lithuania. The company maintains a value-driven culture that promotes low employee turnover by emphasizing trust-based leadership, comprehensive training, and opportunities for career progression, enabling employees to advance from entry-level roles to management or franchise ownership. This approach includes the internal Value Academy, which delivers philosophy- and values-based training to leaders at all levels, fostering resilience and proactive decision-making. Reitan prioritizes diversity and inclusion through initiatives like targeted gender balance goals—aiming for 40% female representation in management and franchisee roles by 2025—and partnerships for immigrant integration programs. In Norway, where the workforce is largely unionized under organizations like Handel og Kontor, Reitan focuses on ethical labor practices, including fair pay mapping, safe workplaces, and support for work-life balance to enhance employee satisfaction and retention. Reitan's store network encompasses approximately 3,500 outlets across its operations as of 2024, with more than 2,000 located in alone. This includes over 1,000 discount grocery stores primarily in and , more than 1,750 convenience stores under brands like , , and Pressbyrån, and around 800 Uno-X mobility stations offering fuel, car washes, and integrated retail services. Supporting this network, Reitan operates centralized warehouses and distribution centers in the , such as those managed by Reitan Distribution A/S in , to efficiently supply stores and external customers. By 2025, the company has continued investments in sustainable infrastructure, notably expanding EV charging at Uno-X sites, building on 410 charging points installed by the end of 2024 to support the transition to electric mobility.

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  60. https://www.reitanretail.no/en/about/reports
  61. https://www.finansavisen.no/handel/2025/03/28/8253470/kraftig-resultatvekst-for-reitan
  62. https://cdn.sanity.io/files/z1voeyrb/production/34008b322a06d7ee0901d57578582d0cf82c32ce.pdf
  63. https://irshare.eu/wp-content/uploads/2024/07/EN-trade-unions-in-norway_1417369566.pdf
  64. https://growjo.com/company/Reitan_Retail
  65. https://www.globalconvenience.com/features/reitan-convenience-gets-closer-to-customers-in-nordics-and-baltics/
  66. https://warehousinglogisticsinternational.com/dematic-secures-e50m-automation-contract-for-reitan-distribution-a-s-a-subsidiary-of-rema-1000-a-s-denmark/
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