Clas Ohlson

What Clas Ohlson does

Clas Ohlson is a publicly traded Nordic multi-channel retailer offering home improvement, electrical, leisure, building, and multimedia products to both consumers and businesses across Sweden, Norway, and Finland. The company operates 245 physical stores complemented by a localized e-commerce platform (clasohlson.com), with online sales accounting for 21% of total revenue and growing 25% year-over-year. Its product portfolio spans broad assortment categories (Home, Electrical, Leisure, Building, Multimedia), augmented by service brands such as Clas Fixare (installation and repair), Batteriexperten (battery specialist), Teknikdelar (technical parts), and Teknikmagasinet (consumer electronics), plus the loyalty program Club Clas and the B2B Clas Office program offering a 3% discount, Peppol e-invoicing via Billie and InExchange, and quote-based pricing for orders above SEK 10,000.

The business model is primarily transactional one-time retail sales, with revenue distributed across B2C consumer purchases and a smaller B2B enterprise channel; distribution combines physical retail, e-commerce with in-store pickup within two hours, free shipping above SEK 599, and a 365-day return policy. Logistics is supported by a partnership with PostNord and the Insjön distribution center, with SEK 600 million in planned FY 2026/27 capex directed at logistics automation. Technology deployment includes an AI-driven advertising workflow built on Google's Gemini language model with BrandAlign brand-voice controls, and recent acquisitions of 70% stakes in PhoneLife and Reservdelaronline extend the company into online sustainable electronics and spare parts. The company is incorporated as Clas Ohlson AB (publ), listed on Nasdaq Stockholm under CLA SDB / sto:CLAS-B, with FY 2025/2026 revenue of SEK 12.5 billion, a record Q3 operating margin of 16.2%, and a cash position above SEK 2 billion.

Name

Clas Ohlson

Legal name

Clas Ohlson AB

Website

https://clasohlson.com

Company type

Public

Founded year

1920

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Clas Ohlson is a Nordic multi-channel retailer operating 245 stores and an e-commerce platform across Sweden, Norway, and Finland, selling home improvement, electrical, leisure, building, and multimedia products to consumers and B2B customers via the Clas Office program.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Personal and Household Goods Repair and Maintenance (8114), Appliance Repair and Maintenance (811412), Electronic and Precision Equipment Repair and Maintenance (8112)

SIC

Computer & Office Equipment (3570)

akta.pro primary industry

Home Improvement & DIY (Tools, Hardware, Paint) Distribution (CRAOAFAC)

akta.pro secondary industry

Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage) (CRAIAJAH)

Keywords

• Home improvement retail
• Consumer electronics retail
• Do-it-yourself supplies
• Nordic retail chain
• Hardware and tools

Headquarters

HQ city

Insjön

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: Traditional retail sales through physical stores and e-commerce platform offering home improvement, electronics, and hobby products across multiple categories including Home, Electronics, Leisure, Construction, and Multimedia
2. Online Sales: E-commerce sales through clasohlson.com with online sales growing 25% and accounting for 21% of total sales, with completion for in-store pickup available within 2 hours
3. B2B/Enterprise Sales: Business customer sales through Clas Office program offering dedicated B2B pricing with 3% discount, e-invoice capabilities via Billie, and quote request functionality for orders over 10,000 SEK

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Clas Ohlson operates a multi-channel retail business selling home improvement, electrical, leisure, building, and multimedia products through 245 physical stores across Sweden, Norway, and Finland, alongside an e-commerce platform (clasohlson.com) and a dedicated B2B program (Clas Office). The company offers practical solutions for everyday home repair, maintenance, and improvement, positioning itself with the tagline 'Vi fixar det!' (We fix it!) as a Nordic problem-solver for DIY consumers and business customers.

Product overview

Clas Ohlson is a Swedish multi-channel retail company offering home improvement and consumer electronics products through both physical stores (245 locations across Sweden, Norway, and Finland) and e-commerce platforms. The company operates a unified retail model with four core product categories: Home (accessories, kitchen, bathroom, cleaning, storage, office), Electrical (smart home, lighting, tools), Leisure (camping, sports, gardening, toys), and Building (construction materials, tools, security). The portfolio includes acquired brands Phonelife and Reservdelaronline (acquired November 2025) for technology and spare parts, plus service brands Clas Fixare (installation/repair), Batteriexperten (batteries), Teknikdelar (tech parts), and Teknikmagasinet (electronics retail). The company offers free shipping over 599 SEK, 365-day returns, and B2B invoice purchasing through Billie. Online sales represent 21% of total revenue with recent 25% growth.

Differentiator

Problem solved

Functional benefit

Brands

• Club Clas: Customer loyalty program offering exclusive prices and benefits to members
• Clas Fixare
• Clas Office
• Teknikmagasinet
• PhoneLife
• Reservdelaronline

Products and services

• Home Products Broad home category offering accessories, bathroom products, storage solutions, interior decorations, office supplies, kitchen machines, kitchen equipment, food storage, personal care, cleaning, and laundry products for individual consumers and households.
• Electrical Products Includes batteries & chargers, heating elements, electrical installation materials, outlets & switches, power strips & extension cords, climate control, lighting, smart home systems, power supply, and ventilation products.
• Leisure Products Includes baby & child products, irrigation, camping & outdoor, cycling equipment, hobby supplies, pet supplies, toys & games, growing supplies, travel gear, sports & outdoor activities, garden machinery, garden tools, and patio & balcony items.
• Building Products Includes fittings, car accessories, door & window accessories, power tools & machines, garage & workshop equipment, hand tools, adhesives & chemicals, locks & home security, measuring instruments, painting & DIY, screws & nails, and plumbing supplies.
• Multimedia Products Includes ink cartridges & toner, computer accessories, gaming & consoles, speakers & audio, headphones, cameras & accessories, watches & wearables, phone chargers & cables, phone cases, mobile phones, musical instruments, networking, printers, screen protectors, tablets, TV accessories, and spare parts.
• Club Clas Loyalty Program Customer loyalty program offering member-only prices, special deals, and accumulation of points for purchases made at Clas Ohlson stores and online.
• Clas Office B2B Program Dedicated business-to-business program offering 3% discount on all purchases in-store and online, e-invoice capabilities via Billie with 30-day payment terms, and quote request functionality for orders exceeding 10,000 SEK. Targeted at business customers such as dentists, entrepreneurs, gyms, schools, and housing cooperatives needing office supplies, storage, lighting, tools, and workplace equipment.
• Clas Fixare Installation and Repair Services Installation and repair services offered to customers for products purchased at Clas Ohlson, covering home improvement and assembly needs.

Quantifiable outcome

• Online sales growing 25% year-over-year
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and major.

• GooglecoreTechnology or Integration · 23 April 2026Strategic collaboration with Google implementing AI-driven ad generation using Google's Gemini language model. The project involved creating ad copy in multiple languages with quality controls ensuring brand voice consistency, resulting in an eightfold increase in production speed and higher click-through rates.
• DentsucoreGTM or Marketing Partner · 23 April 2026Partnership with Dentsu to implement AI-powered advertising tools as part of the Google collaboration. Dentsu assisted in deploying and managing the AI ad generation solution across multiple markets.
• PostNordmajorChannel Partner/ Reseller/ Distributor · 10 December 2025Logistics partnership with PostNord for deliveries across Sweden, Norway, and Finland. PostNord handles distribution of e-commerce orders as part of Clas Ohlson's multi-channel fulfillment strategy.
• Phonelife ABcoreStrategic or Co-development Partner · 18 November 2025Acquired 70% stake in Phonelife AB, an online sales channel for technology, accessories, and spare parts. The acquisition strengthens Clas Ohlson's niche product offerings in sustainable electronics trade, with strong growth and profitability.
• Reservdelaronline Sverige ABcoreStrategic or Co-development Partner · 18 November 2025Acquired 70% stake in Reservdelaronline Sverige AB, an online channel for spare parts. This acquisition complements the PhoneLife acquisition to expand Clas Ohlson's presence in the sustainable electronics and spare parts market.
• BilliemajorTechnology or Integration · 5 November 2025Billie is Clas Ohlson's e-invoice partner for B2B customers, collaborating with InExchange for Peppol e-faktura capabilities. The partnership enables e-invoicing for municipalities, regions, and larger enterprises, with PDF email and postal options as fallback.
• InExchangemajorTechnology or Integration · 5 November 2025InExchange handles Peppol-based e-faktura delivery for Clas Ohlson's B2B customers through the Billie partnership, enabling automated e-invoice routing to businesses registered for Peppol.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hagebau: Hagebau is a German-based home improvement and DIY retail and wholesale cooperative. It is comparable through its DIY assortment and trade/B2B focus, though geographically centered in Germany and surrounding markets.
• Kingfisher: Kingfisher owns retail chains such as Screwfix, B&Q, and Castorama, serving the European DIY and home improvement market. It is comparable through its broad home improvement assortment and omnichannel model, though not Nordic-focused.
• IKEA: IKEA is a global home furnishings and home goods retailer with strong Nordic presence. It overlaps with Clas Ohlson in home organization, lighting, kitchen accessories, and small home improvement, though its core is large furniture.
• Hornbach: Hornbach is a European home improvement and DIY big-box retailer with a project-focused assortment across tools, building materials, and garden. It is comparable in category mix and DIY customer base, though primarily operating outside the Nordics.
• Bauhaus: Bauhaus is a European DIY and home improvement big-box chain operating in the Nordics and continental Europe. It overlaps with Clas Ohlson in tools, building, and garden categories for both B2C and trade customers.

Direct peers

• Power: Power is a Nordic electronics and home appliance retailer owned by Expert. It competes with Clas Ohlson in consumer electronics, kitchen machines, and multimedia categories across Norway, Sweden, and Finland.
• Biltema: Biltema is a Nordic discount retailer specializing in auto parts, tools, leisure, and home products with stores in Sweden, Norway, and Finland. It is a direct competitor in price-sensitive DIY, hardware, and spare-parts categories.
• Elkjøp: Elkjøp is the leading Nordic consumer electronics retailer with stores across Norway, Sweden, Denmark, and Finland. It directly competes with Clas Ohlson's electronics, multimedia, and home appliance categories.
• Jula: Jula is a Nordic home improvement, hardware, and DIY retailer with stores across Sweden, Norway, and Finland. It competes head-to-head with Clas Ohlson in tools, building materials, electrical, and household categories for the same DIY consumer.
• Komplett: Komplett is a major Nordic online consumer electronics and computer equipment retailer. It overlaps with Clas Ohlson's multimedia, computer accessories, and spare-parts categories, particularly relevant given the recent PhoneLife/Reservdelaronline acquisitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ClasOhlsonSwe
• Facebookfacebook.com/ClasOhlsonSverige
• LinkedInlinkedin.com/company/clas-ohlson

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clas Ohlson