About Us


In recent years, SRX ehf. has been one of the largest electronics wholesalers in Iceland mainly focusing on categories such as mobile phones, electronic scooters, headphones, tablets and other popular products on the market.

The company has a strong network and partners around the world, ensuring access to a number of well-known brands. The company’s powerful distribution system increases speed and flexibility when it comes to transporting goods between countries.

The company focuses on a wide range of various electronic devices such as mobile phones, electric scooters, tablets, smartwatches, health products, TV devices, vacuum cleaners, speakers, and grills.

Our company values are built on trust and reliable services, where nothing is impossible.

We are proud of our experienced team that always strives to serve the company’s customers and build long-lasting business relationships.

  • Axel Thorarensen – Customer Service
  • Birgir Ólafsson – Purchasing Manager
  • Daði Andersen – Sales Manager
  • Eydís Ýr Rosenkjær – COO
  • Guðmundur Snorri Sigurðarson – Customer Service
  • Hafþór Gísli Hafþórsson – Customer Service
  • Kjartan Örn Sigurðsson – CEO
  • Ólafur Th. Viðarsson – Customer Service

Board of Directors

kjartan sigurdsson2

Kjartan Örn Sigurðsson

CEO / Board of Directors

Kjartan has extensive experience in international business on both B2B and B2C level and is a senior retail analyst.

He is the CEO of SRX ehf., wholesale company and Verslanagreining ehf., retail analyst firm. Previously he was CEO of Egilsson hf. imports and retail chain, Sales Director of Strax Europe, and Marketing Director of BL.

Kjartan is the Board of Directors of The Federation of Trade and  Services.  Previous positions include board of directors at Skeljungur, Strætó and  Confideration of Icelandic  Enterprise.

Kjartan holds an MBA and BA Political Science from University  of Iceland and has attended executive  education at Yale  School  of  Management and IESE Business School.

ingvi tyr tomasson

Ingvi Týr Tómasson

Board of Directors

Ingvi is a serial entrepreneur who has founded a  number of successful businesses.

He is the founder, board member  and part of the executive team  at Strax Europe.

Ingvi is also the chairman and owner of Tommi´s Burger  Joint, which is an European burger chain with operations in four countries.

gudmundur palmason

Guðmundur Pálmason


Guðmundur has extensive experience in international business, start-up to enterprise development and international contract law.

He is the CEO of Strax AB a publicly traded company that is the third  largest manufacturer and distributer of mobile phone accessories in Europe.

Guðmundur is also Board Director of Enzymatica AB  a Swedish life science company that devvelops and sells helath carre products.

Previous positions include Chairman of Zymetech ehf. and Deputy Board member for MP Bank hf (Kvika Bank).