Bygghemma Group was founded in Sweden in 2006 and has since developed into the leading online provider of home improvement products in the Nordic region.
Development of platform (2006-2011)
Bygghemma was founded in Sweden in 2006 as an online-based provider of DIY products from well-known external brands, mainly through direct deliveries from the supplier to the consumer. The company made large investments in the organisation, including building a user-friendly webstore and on-boarding well-known brands to the platform. Since the start, Bygghemma has had the ambition to offer Sweden’s broadest DIY assortment online.
Nordic roll-out (2012-2013)
In 2012, Mikael Olander was recruited as CEO of Bygghemma in order to accelerate the company’s growth. An expansion strategy was implemented with a focus on expanding the company’s geographical presence in the Nordic region and strengthening the customer offering in home improvement. The company entered the Finnish and Danish DIY markets through acquisitions. The company also entered the Norwegian DIY market through Bygghjemme.no in Norway. In 2013, the Bygghemma Group was formed when Trademax was acquired, which became the start of the home furnishing segment. During this period, an extensive expansion of the product assortment was also carried out in both segments.
Building online market leadership (2014-2015)
In 2014, Bygghemma Group took the next step in its growth journey by establishing a clear strategy to achieve market leading positions online. This included further expansion of the product assortment, both in DIY and home furnishing, as well as a focus on gathering further insight into the various markets where the company operates. To strengthen its market position and consolidate the Nordic online market, Bygghemma Group made several acquisitions during this period to support organic growth.
Building category dominance (2016 and onward)
Bygghemma Group considers its Nordic platform well positioned to capitalise on the structural shift to online sales in home improvement. Bygghemma Group has developed a clear strategy for growth in the coming years. This strategy includes expansion of category expertise (meaning that the Company intends to become a leader in a specific category in relation to consumers as well as individual suppliers, both online and offline). Bathroom, flooring and garden machinery are examples of segments where Bygghemma Group considers itself to be a category leader in the Nordic market context. The strategy for growth also includes investments in the customer experience, operational improvements and further market consolidation through an active M&A agenda.