The shop has close to 300 products on offer, ranging from traditional Scandinavian design, electronics, magazine subscriptions, travel accessories and kids toys. Uniquely, the SAS EuroBonus shop also includes experiences, donations and auctions where EuroBonus members can bid against each other. Flyers can choose to donate to charities including SAS’s long-standing partner Save the Children, which will receive all proceeds from the introductory auction.

Available experiences range from a suborbital space flight, where passengers will undergo four days’ intensive training before launching into space on a rocket to regions above 60 miles, to a dinner cruise on the River Thames, including a trip on the London Eye followed by a four course a la carte dinner and cabaret entertainment on Bateaux London's river cruiser.

The SAS EuroBonus Shop currently comprises seven categories: SAS & Travel; Home & Living; Style & Beauty; Sports & Outdoors; Electronics & Media; Kids & Family; and Experiences & Fun and will later expand to include further products and experiences. Prices start from approximately 7,000 EuroBonus points and include VAT, shipping and handling. Passengers can make their purchases with EuroBonus points only, or can mix points and cash.

Mette Östergaard, Vice President EuroBonus, SAS Scandinavian Airlines, said:  “Launching the SAS EuroBonus Shop is an important step towards offering our members more value for their points. A majority of our members aspire to spend their points on travel-related activities such as bonus trips and hotel stays. Lately we have also seen an increased demand for more spending possibilities on consumer goods. We are pleased to provide our members with more offers and we are sure it will be a success amongst our members.”

The site will initially appear in English, but will expand to Danish and Swedish in July and Finnish in August. Due to regulatory rules, the shop will not be launched in Norway.