This is BHG

BHG in brief


Founded in




Net Sales (SEK) in 2020


Online destinations under the BHG umbrella


Our online presence is built around one Ecosystem, comprised of products, infrastructure, expertise and services


Site visits in 2020


Showrooms supporting our online destinations


Countries with BHG presence


Business segments – Home Furnishing & Do-It-Yourself


Compound annual growth rate (CAGR) last six years


Products for which our installation services are available


Net sales target in the medium term

Adam Schatz
Our passion to serve our customers through a unique ecosystem of products and services for the home has made us the leading online consumer retailer in the Nordics. Now, with a foothold in a number of European countries, our sustainable expansion continues with a unique position to deliver on our mission – to make living easy!

Adam Schatz

Group CEO

About BHG

Back in 2012, we started our journey to disrupt and reinvent retail.

Since then, we’ve evolved, from our early beginnings– to a high-tech, data-driven family of dots, set out to make living easy for our customers. Today we are the number 1 consumer e-commerce company in the Nordics. We’re also present in most of Eastern and Central Europe. Our strong position in these markets makes us the largest European pure-play within the Home improvement space, meaning Do-It-Yourself and Home Furnishings.

With an ecosystem of online stores, supported by physical destinations, we provide close to a million products and a complete offering within DIY, leisure products, furniture and furnishings to more than 1 million customers. We are headquartered in Malmö, Sweden with operations throughout Europe. Our share is traded on Nasdaq Stockholm, under the ticker ‘BHG‘. The BHG brands employs more than 2,000 people, working every day to create the ultimate online shopping experience.

We are well on our way to achieving our mid-term goal of reaching 20bn SEK in net sales.

Our business

We offer a broad portfolio of products, at the most competitive prices and strive to create the most attractive online shopping environment through combining an unrivalled product offering with smart technology, leading product expertise, advice and a broad range of services.

The operations are scalable, with low tied-up capital and limited inventory levels. The business model is based on building blocks such as category dominance, price matching, a first-class online customer experience, the market’s best professional service and support, and cost efficiency.

Our Ecosystem

We combine the market’s most extensive product offering of well-known external and strong own brands, with a physical infrastructure of experts, showrooms and a set of matching services, such as last-mile deliveries and installation. By making our customer offering ever-more seamless, from surfing and ordering online to delivery and installation, We make living easy!

Our market

We operate in a very large market – a market which has only started tapping into the endless opportunities that online brings in terms of an unrivalled customer experience, product breadth and services. Our market is set to continue growing, as more and more customers discover the benefits of moving online.

Our people

We have world-class teams of in-house SEO and SEM experts, marketers, product experts and web developers who work together to ensure that our online stores are well-optimized and aligned to cover the latest trends and online search queries. Read more about people and culture.

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