Partner Spotlight: Aspire’s Purpose-Driven Approach to Retail Security in the Nordics

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Date: Mar 18 2025

Read Time: 6 minutes

Aspire ehf Iceland was founded in early 2023 by Alastair Kent and co-founder Örn Héðinsson after recognizing a critical gap in the Icelandic retail security market. While working as a telecom consultant, Alastair saw firsthand how difficult it was for Icelandic retailers to receive local support. As an island nation, Iceland faces unique challenges—global brands offer great products, but without a dedicated local presence, retailers often struggle with service and implementation.

From left to right: David Glenn (CEO of InVue), Martin Kannekens, Örn Héðinsson, and Alastair Kent

Upon meeting Martin Kannekens, Regional Director of Sales for the Nordics at InVue, Alastair was introduced to InVue’s innovative solutions. He was impressed not only by the products but also by Martin’s exceptional support—something he knew they could perfect in Iceland. This was the perfect opportunity to bring cutting-edge security solutions to retailers while delivering the high-quality local service they needed.

Believing in the power of InVue’s solutions, he and Örn set out to bridge the gap between exceptional products and reliable, on-the-ground customer support. In just two years, Aspire has become a trusted partner for retailers across Iceland, providing top-tier security solutions backed by unmatched local expertise.

Values That Drive Success

Aspire is built on a foundation of integrity, connection, and purpose-driven impact, with a focus on continuously improving the way business is done. Owner Alastair Kent explains,

“Performance isn’t just about the quality of the security solutions or increasing sales—it’s about how we sell. That means going beyond transactions and building real connections with our customers. It’s about selling with purpose—solving real problems for retailers, whether it’s reducing theft, enhancing store aesthetics, improving the customer experience, or making staff more efficient.”

Meeting Challenges with Innovation

“One of the biggest challenges in the retail security sector is shifting the perception that we’re just salespeople,” says Alastair. “We’re problem solvers.”

Retail theft is a constant battle, and with countless security solutions on the market, it’s not always clear which ones actually work. It’s easy for retailers to feel like they’re just being sold a product with no real guarantee of effectiveness. Plus, continued support is often hard to come by if you experience issues with your solutions.

Aspire has worked hard to break this stereotype by approaching every engagement as a problem-solving opportunity, not just a sales pitch. They focus on building trust, turning conversations into real dialogues where listening is key. This allows them to truly understand what retailers need. This way they can recommend the most effective solutions—not just the most profitable ones.

After outfitting a store with solutions, Alastair and Martin often return to check in. It strengthens relationships, shows genuine care, and brings a human element to something so transactional.

A Partnership Built on Service and Support

For Aspire, partnering with InVue has made a significant impact. InVue’s innovative retail security and access control solutions are only part of the equation—their commitment to top-tier service is what truly sets them apart. This aligns perfectly with Aspire’s approach in the Nordic market: being a provider that delivers both reliable products and outstanding support.

Alastair describes InVue as a key factor in Aspire’s success, allowing them to offer best-in-class security and merchandising solutions backed by exceptional service. “The best support I have ever experienced in business from any partner,” he says, crediting Martin Kannekens and the InVue team for their expertise and dedication. “And I’ve worked with some of the biggest brands in the world,” he adds.

A Defining Moment: Solving an Urgent Retail Challenge

Just weeks after launching, Aspire took on a major project. Alastair met with the CEO of Elko, Iceland’s largest consumer electronics retailer. They needed a complete security overhaul for their new store at Keflavík International Airport. Every solution had to be black to match the store’s design.

Without hesitation, Alastair agreed and called Martin. Together, they navigated logistical challenges and completed the installation under tight deadlines. “This wouldn’t have been possible without Martin, who walked me through every step,” Alastair recalls. “I even had a moment of panic one night, staring at a pile of InVue boxes, wondering what I had gotten myself into!”

The project was a success. Aspire has since been granted the honor of outfitting all Elko stores, including its flagship store Elko Smáralind. For the Smáralind location, Elko made a complete switch from their old supplier to InVue solutions in all areas. The transition reinforced Aspire’s reputation as a trusted expert in retail security and merchandising.

Operations Manager Dagbjört Vestmann shared, “I was recommended to Alastair by another store that was thrilled with his work, so the choice was easy.”

Word-of-mouth recommendations are the gold standard of customer reviews. They reinforce Aspire’s belief that offering more than just product is the winning approach to doing business.

Looking Ahead: The Future of Retail Security

Retail theft is becoming a bigger concern, especially as it gains more attention in Iceland and worldwide. Alastair has seen this growing urgency firsthand, with retailers feeling increasing pressure to secure their products. Aspire is stepping up to meet this challenge, helping retailers protect their merchandise while maintaining a strong shopping experience. Their CANI approach (Constant and Never-Ending Improvement) keeps them ahead of industry changes, ensuring they always deliver the best solutions.

A Trusted Partner in Retail Security

Aspire’s success comes from building strong relationships at every level, from shop floor staff to CEOs. Alastair’s background as both a buying director and sales director gives him a unique perspective, allowing him to understand customer challenges and provide solutions that make a real impact.

With Aspire leading the way in retail security innovation in Iceland, retailers can feel confident knowing their products are protected and their stores are set up for success.

Interested in learning more about how you can become an InVue partner? Contact us.

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