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GN Store Nord A/S
GN Store Nord makes hearing aids and audio and headset products, sold under brands like ReSound and Jabra, to customers in over 90 countries.
GN Store Nord is a Danish company that makes two kinds of products that both, at heart, help people hear better. One half of the business builds hearing aids, sold mainly under the ReSound brand, for people with hearing loss. The other half makes headsets and audio gear under the Jabra brand — the earbuds you might wear on a call, the headset a customer-service agent wears all day, and the speakerphones and video cameras that make conference rooms work.
The hearing-aid side is where the real money and the real competition live. GN sells these through hearing-care clinics and audiologists, not directly to shoppers in most cases. The person with hearing loss usually pays, sometimes with help from insurance or a government program. GN competes with a small club of global rivals — Sonova, Demant, and WS Audiology (the last is private) — and the fight is over who can make a device that sounds natural, stays hidden in the ear, and connects cleanly to a phone. GN's pitch has leaned hard on that last part: its ReSound aids were early to stream sound straight from iPhones, and the company keeps pushing on rechargeable batteries and better speech-in-noise performance, which is the thing hearing-aid users complain about most. Jabra is the more visible brand for most people. It sells headsets to businesses and consumers, and it is a strong player in the office headset and video-conferencing market, a business that boomed when everyone started working from home. That is also where it gets uncomfortable. The consumer earbud market is brutal, crowded with cheap rivals and giants like Apple, and Jabra has had to fight for shelf space and margin. In recent years GN has leaned on its enterprise headset and video business, where customers like call centers and big companies buy in bulk and replace gear on a schedule.
The business matters because hearing loss is common and growing as populations age, and because the hearing-aid market, long cozy and expensive, is slowly opening up. Regulators in the United States now allow over-the-counter hearing aids, which lets new low-cost players sell directly to consumers. That is both a threat and an opportunity for GN — it could win new customers who would never have walked into a clinic, or it could see its premium prices squeezed. GN has also spent heavily on buying back its own shares in recent years, a sign management thinks the stock is undervalued, though investors have watched the Jabra division closely for signs of slowing growth. The company's fortunes now hinge on whether it can keep winning in hearing aids against deep-pocketed rivals while defending Jabra in a headset market that keeps getting more competitive.
Saved answer · last researched 12 Nov 2026