bygghemma

What bygghemma does

Bygghemma (legal entity Bygghemma Sverige AB) is a Swedish e-commerce retailer of building materials, DIY, and home-improvement products, positioning itself as Sweden's largest online building materials store with more than 900,000 SKUs across categories including garden and outdoor, house and building, kitchen and bathroom, furnishings and lighting, flooring and walls, tools and machinery, and forest and agriculture. The platform is sold under the bygghemma.se domain and complemented by a network of sub-brand storefronts (badshop.se, byggshop.se, golvshop.se, polarpumpen.se, vitvaruexperten.com, hemmy.se) under the Bygghemma Nordic umbrella, with cross-Nordic extensions via bygghjemme.no in Norway and taloon.com and netrauta.fi in Finland. The customer proposition combines an online storefront with two physical showrooms (Malmö Svågertorp and Sollentuna), home delivery and pickup-point shipping through DHL, Posten, and Schenker, a 30-day price guarantee, an editorial library of more than 1,268 guides and product comparisons, and a certified-craftsman installation service that supports Sweden's ROT tax-deduction (rotavdrag) workflow for more than 110,000 products. The underlying technology is a conventional e-commerce stack: an Svea Bank-integrated payment layer (invoice, installment, Swish, card), Salesforce Marketing Cloud and Criteo for retargeting, Zendesk for support, and Google Analytics for measurement.

Bygghemma makes money primarily through one-time retail product sales at fixed unit prices, supplemented by professional installation fees for bundled fitting of kitchens, doors, windows, showers, heat pumps, and robotic lawn mowers, and by transaction-based payment revenue (invoice fees of 45 kr per invoice and installment-plan fees). Customer segmentation is hybrid: a primary consumer/homeowner base undertaking renovation and garden projects, and a secondary business/corporate base purchasing for commercial construction and property maintenance — the latter served with 30-day invoice terms. The company also monetizes consumer financing by offering installment plans at 0% for 3 to 12 months and at 9.50% for 18 to 60 months, which both raises conversion and creates a small recurring fee stream tied to Svea Bank. Brand and pricing signals are supported by a 4.2/5 Trustpilot rating, a 30-day price-matching guarantee, and a 200 kr new-customer acquisition incentive.

The company is privately held and operates as part of BHG Group, a diversified Nordic conglomerate, with shared data, marketing, and operational infrastructure across the group's nine brand websites. Strategic activity has been conducted through the holding: Bygghemma completed four disclosed add-on acquisitions between 2017 and 2021 (Vitvaruexperten in October 2017, WeGot in November 2017, LampGallerian in May 2019, and Gartenmöbel Company in September 2021) to extend category depth and the brand portfolio. Day-to-day leadership is led by CEO Adam Schatz with Gustaf Arlid as CFO.

Name

bygghemma

Legal name

Bygghemma Sverige AB

Website

http://www.bygghemma.se/

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Bygghemma operates Sweden's largest online building-materials e-commerce platform, offering more than 900,000 DIY and home-improvement products to consumers and businesses, complemented by certified-craftsman installation, physical showrooms, and a multi-brand Nordic footprint under BHG Group.

Ownership category

akta.pro rank

Product category

Building Materials Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Building Material and Supplies Dealers (4441), Home Centers (444110), Hardware Retailers (44414)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Tool & Hardware Organization (Workbench, Pegboard, Fasteners) (HSAFADAD)

akta.pro secondary industries

Lawn & Garden Equipment Organization (Mowers, Trimmers, Supplies) (HSAFADAF), Spice, Baking & Dry-Goods Organization (HSAFACAE), Hanging & Entryway Organization Retail (Hooks, Racks, Coat/Shoe Trees) (CRAIAJAE)

Keywords

• Online building materials
• DIY home improvement
• Construction supplies retail
• Home renovation products
• Building materials e-commerce

Headquarters

HQ city

Oskarshamn

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sales of building materials, home improvement products, and garden equipment through the e-commerce platform. Customers purchase products at listed prices with options for campaigns and discounts.
2. Installation Services: Certified craftsmen services offered for product installation including kitchen faucets, exterior doors, windows, showers, heat pumps, and robot lawn mowers. Customers can purchase installation bundled with products or separately.
3. Payment Processing Fees: Revenue generated through payment processing including invoice fees (45 kr per invoice), installment fees, and card transaction processing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Bygghemma operates Sweden's largest online building materials warehouse, offering over 900,000 articles across categories including garden & outdoor, house & building, kitchen & bathroom, furnishings & lighting, flooring & walls, tools & machinery, and forest & agriculture. The company sells products directly to consumers through its own e-commerce storefronts, supplemented by physical showrooms in Malmö and Sollentuna. It also offers professional installation services through certified craftsmen with Swedish ROT tax deduction support for more than 110,000 products.

Product overview

Bygghemma operates as a multi-brand e-commerce platform for home improvement and building materials under the Bygghemma Nordic umbrella. The core product is bygghemma.se, Sweden's largest online building materials retailer offering over 900,000 products across eight main categories: garden & outdoor, house & building, kitchen & bathroom, furnishings & lighting, leisure & marine, flooring & walls, tools & machinery, and forest & agriculture. The platform includes ten sub-brands across Scandinavia (badshop.se, byggshop.se, golvshop.se, polarpumpen.se, vitvaruexperten.com, bygghjemme.no, taloon.com, netrauta.fi, hemmy.se) as well as supplementary services such as professional installation through certified craftsmen (Montering & Installation), physical showrooms, a 30-day price guarantee, Black Friday promotions, and editorial content through Reportage & Guider with over 1,200 buying guides and product comparisons.

Differentiator

Problem solved

Functional benefit

Products and services

• Bygghemma.se Online Building Materials Store Sweden's largest online building materials warehouse offering over 900,000 articles across eight main categories: garden & outdoor, house & building, kitchen & bathroom, furnishings & lighting, flooring & walls, tools & machinery, and forest & agriculture. Serves Swedish consumers and homeowners undertaking DIY and renovation projects.
• Montering & Installation Services Professional installation and assembly services delivered through certified craftsmen for products including kitchen faucets, exterior doors, windows, shower enclosures, heat pumps, and robotic lawn mowers. Covers over 110,000 products with bundled installation options and ROT (rotavdrag) tax deduction support through Skatteverket.
• badshop.se Bathroom Store Specialized Nordic e-commerce sub-brand within the Bygghemma Nordic network focused on bathroom products and fixtures, targeting consumers undertaking bathroom renovations across the Swedish market.
• byggshop.se Building Materials Store Specialized e-commerce sub-brand within the Bygghemma Nordic network focused on building materials and construction supplies, targeting Swedish consumers and contractors undertaking construction projects.
• golvshop.se Flooring Store Specialized e-commerce sub-brand within the Bygghemma Nordic network focused on flooring products, serving Swedish consumers and trade buyers seeking floor coverings and installation accessories.
• polarpumpen.se Heat Pump Store Specialized e-commerce sub-brand within the Bygghemma Nordic network focused on heat pumps and climate control solutions for Swedish residential customers.
• vitvaruexperten.com Appliances Store Specialized e-commerce sub-brand within the Bygghemma Nordic network focused on white goods and home appliances, serving Swedish consumers purchasing kitchen and household appliances.
• bygghjemme.no Norwegian Store Norwegian version of the Bygghemma Nordic online building materials store, serving Norwegian consumers with home improvement and construction products.
• taloon.com Finnish Store Finnish online building materials retailer within the Bygghemma Nordic network, serving Finnish consumers with home improvement, construction, and garden products.
• netrauta.fi Finnish Store Finnish online building materials retailer within the Bygghemma Nordic network, serving Finnish consumers with home improvement and hardware products.
• hemmy.se Home Furnishings Store Specialized e-commerce sub-brand within the Bygghemma Nordic network focused on home furnishings, serving Swedish consumers shopping for interior products.

Quantifiable outcome

• 30-day price guarantee - match competitor prices within 30 days
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Svea Bank ABcoreTechnology or IntegrationSvea Bank AB provides payment processing services for Bygghemma. The partnership enables multiple payment options including invoice, installment plans, card payments, Swish, and advance payment. Bygghemma's payment terms include 14-day payment for consumers and 30-day for businesses, with installment options ranging from 3 to 60 months.
• DHL, Posten, SchenkercoreChannel Partner/ Reseller/ DistributorTransport partners DHL, Posten, and Schenker provide delivery services to Bygghemma customers. They handle home delivery and pickup point distribution across Sweden, including special transport for large items like stone, timber, cottages, and spa baths.
• Google (Analytics & Marketing)coreTechnology or IntegrationBygghemma uses Google Analytics for website analytics and Google marketing services. Google processes customer data as a data controller for marketing and analytics purposes. Google is certified under the EU-US Data Privacy Framework for data transfers.
• BHG Group (Parent Company)coreStrategic or Co-development PartnerBygghemma is part of BHG Group (Bygghemma Nordic). The group operates multiple brand websites including badshop.se, byggshop.se, golvshop.se, polarpumpen.se, vitvaruexperten.com, bygghjemme.no, taloon.com, netrauta.fi, and hemmy.se. Data is shared within the group for marketing and operational purposes.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Byggmax: Swedish low-price building materials retailer combining ~200 physical stores with a growing e-commerce platform across the Nordics. Directly competes with Bygghemma on DIY assortment, pricing and cross-border Nordic expansion.
• Jula: Swedish home improvement and DIY retailer with a strong omnichannel model, ~180 stores and a deep online catalog across the Nordics. Closest direct competitor on assortment breadth, target customer (homeowners) and Nordic multi-market footprint.
• Clas Ohlson: Long-standing Nordic DIY and home products retailer, mixing online sales with physical stores across Sweden, Norway and Finland. Overlaps materially with Bygghemma on assortment (tools, home, garden) and customer (DIY homeowners).
• Beijer Byggmaterial: Swedish building materials dealer with a broad trade and DIY assortment, combining physical yards with online ordering. Comparable to Bygghemma on category (construction, tools, interior) and customer overlap (DIY + light trade).

Broad incumbents

• Bauhaus (Sverige): European big-box DIY chain that has expanded into Sweden. Larger and broader than Bygghemma, with huge physical superstores plus e-commerce; competes head-on in tools, building materials, garden and home improvement.
• Hornbach: European DIY big-box retailer operating in Sweden with strong assortment in building materials, tools and garden. A larger incumbent competitor in the same category with adjacent (rather than pure online) delivery model.
• Ahlsell Sverige: Nordic distributor of installation products, tools and supplies serving both professional trades and light DIY. Larger incumbent with deeper trade focus; comparable assortment and overlapping customer base on the prosumer/DIY end.

Regional players

• Woody Bygghandel: Swedish independent building materials chain focused on lumber, building materials and renovation supplies with physical stores. Regional alternative for the same homeowner/DIY shopper Bygghemma targets.
• Jem & Fix: Danish-rooted DIY retailer with stores in northern Europe, including Sweden. Smaller regional player with overlapping assortment in tools, garden and home categories.

Emerging players

• Wayfair: Global pure-play e-commerce retailer of home goods and furnishings. Different category centre of gravity than Bygghemma but overlaps in home furnishings and is increasingly pressing into adjacent categories such as outdoor and DIY-adjacent goods in Europe.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/bygghemma
• Facebookfacebook.com/bygghemma
• LinkedInlinkedin.com/company/bygghemma-se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A4 records

Investments

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

Frequently asked questions about bygghemma