Brandsdal Group

What Brandsdal Group does

Brandsdal Group AS is a privately held Norwegian e-commerce and retail company, founded in April 1997 by Einar Øgrey Brandsdal as Euronor AS and headquartered at Mjåvann industry area in Kristiansand. The group is vertically specialized in beauty and cosmetics, operating a portfolio of online storefronts led by Blivakker.no (established 2007 as Norway's largest online beauty retailer with approximately 1.1 million registered customers and NOK 791 million turnover in 2023) and the Cocopanda brand, which has been rolled out sequentially into Denmark (2012), Sweden (2014), Finland (2016), Germany (2016), Austria (2018), and Poland (2019), with the Netherlands planned for 2021. A separate online store, Netthandelen.no, traces back to 1999 and survives as part of the original e-commerce platform.

The company's commercial surface spans two channels: a multi-country e-commerce footprint (Blivakker and Cocopanda storefronts served out of Norway plus a strategic 19,000 sqm two-building warehouse complex in Kristiansand and a Flensburg, Germany distribution hub staffed by ~24 people that serves all non-Norwegian Nordic and EU stores) and a physical retail arm, Blivakker Retail, launched in May 2018 in Kristiansand city center and accelerated through 2024 with locations at Sørlandssenteret, Strømmen Storsenter, Ski Storsenter, and Amfi Moa, with planned openings at Jessheim Storsenter and Østbanehallen in fall 2024 and a first store outside Norway at Tripla Mall, Helsinki in Spring 2025. Total active retail and headcount footprint covers ~200 employees at the Kristiansand main office, ~24 in Flensburg, and ~150 spread across physical retail, with 21 nationalities represented at headquarters.

The underlying technology stack is a proprietary e-commerce platform developed and maintained by an in-house IT department since 2003 and rewritten three times, integrating storefront, purchasing, warehouse management, marketing, and logistics on a single platform. The group's go-to-market is B2C direct-to-consumer with one-time retail transactions, primary logistics through Posten Norge AS for Norwegian distribution (carbon-neutral positioning), and a sustainability stack (Miljøfyrtårn, Grønn Punkt Norge, Renas) that is increasingly part of the customer pitch. The firm remains founder-controlled; following a 2001 buyout of external shareholders via a NOK 1 million loan from his grandfather, Einar Øgrey Brandsdal holds full ownership and the title of Owner & Business Developer, with a professional management team led by CEO Kolbjørn Ertzeid and CFO Kjetil Homme Berntsen.

Name

Brandsdal Group

Legal name

Brandsdal Group AS

Website

https://brandsdalgroup.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Brandsdal Group AS is a privately held Norwegian e-commerce and retail group specializing in beauty and cosmetics, operating Blivakker.no (Norway's largest online beauty retailer), Cocopanda across six European countries, and a growing Blivakker Retail physical-store network.

Ownership category

akta.pro rank

Product category

Beauty & Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)

akta.pro secondary industry

Haircare & Hair Color Distribution (CRAOAEAE)

Keywords

• Beauty e-commerce
• Online cosmetics retail
• Physical beauty retail
• Multi-market retail
• Beauty product distribution

Headquarters

HQ city

Kristiansand

HQ country

Norway

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail (Beauty & Cosmetics): Revenue generated from online sales of beauty and cosmetic products through owned e-commerce platforms (Blivakker.no and Cocopanda across multiple Nordic countries). Products are sold directly to consumers at fixed prices.
2. Physical Retail Stores: Revenue from physical retail locations selling beauty products in Norway and expanding to Finland. First store opened in Kristiansand in May 2018 with subsequent expansion to multiple shopping centers.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

Brandsdal Group is a Norwegian multi-brand beauty and cosmetics retailer that sells products directly to consumers through its own proprietary e-commerce platforms (Blivakker.no in Norway and Cocopanda across multiple European markets) and a growing network of physical retail stores in Norway and Finland. The company curates and distributes a wide assortment of beauty, skincare, makeup, fragrance, and haircare products from multiple third-party brands, operating its own warehouses and retail footprint rather than serving as a third-party marketplace.

Product overview

Brandsdal Group AS operates a multi-brand e-commerce and retail platform focused on beauty and cosmetics. The portfolio includes Blivakker.no (Norway's leading online beauty retailer), Netthandelen.no (original e-commerce platform), and Cocopanda (Nordic sister brand serving Denmark, Sweden, Finland, Germany, Austria, and Poland). Physical retail expansion includes Blivakker Retail stores across Norway. The company employs approximately 200 people in Norway and 24 in Germany, serving customers across multiple European markets.

Differentiator

Problem solved

Functional benefit

Brands

• Blivakker.no: Norway's largest online retailer of beauty products with approximately 1.1 million registered customers and 791 million NOK turnover in 2023
• Cocopanda
• Blivakker Retail
• Netthandelen.no

Products and services

• Blivakker.no

Quantifiable outcome

• 791 million NOK turnover in 2023
• +4 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Posten Norge AS (Posten & Bring)coreStrategic or Co-development PartnerPrimary logistics and distribution partner for Brandsdal Group. Posten Norge AS delivers most packages as postal packages. Posten & Bring aims to use only renewable energy sources in their vehicles and has ambitious climate goals. This partnership enables carbon neutral shipping for online orders, which is a key sustainability advantage for Brandsdal Group.
• Miljøfyrtårn (Eco-Lighthouse)coreOthersFirst national scheme in Europe recognized by the EU that makes it easier to document a company's environmental work. Provides smart tools to work with sustainability in areas including working environment, waste management, energy use, procurement, and transport.
• Grønn Punkt NorgecoreOthersBrandsdal Group is a member of Grønn Punkt Norge, taking legal responsibility for collection and recycling of all types of packaging through return systems approved by the environmental directorate.
• RenasminorOthersMember of Renas which aims to ensure environmentally friendly collection, treatment, and recycling of electrical and electronic waste in accordance with applicable regulations and certification requirements.
• SANA-Fondet / ARC-KenyaminorStrategic or Co-development PartnerBrandsdal Group has supported ARC-Kenya in collaboration with SANA-Fondet since 2016. ARC-Kenya provides care, education, and medical follow-up to 130 children in Kenya, many affected by HIV. The program covers education costs, medical care, homework help, and vocational training including sewing, hairdressing, solar cell energy, and carpentry.

Scale indicators10 records

Recent moves17 records

Expansion highlights5 records

Direct peers

• Lyko: Lyko is a Swedish-based online beauty retailer with extensive Nordic and European presence. It is one of the most direct competitors to Blivakker and Cocopanda, offering similar beauty product assortments through a multi-country e-commerce platform and physical salons/stores.
• Notino: Notino is one of Europe's largest online beauty retailers, operating in 25+ European markets with a comparable cross-border e-commerce model. It directly competes with Cocopanda in Germany, Austria, Poland, and other Central European markets where both operate.
• Kicks: Kicks is a leading Nordic beauty retailer with extensive physical store presence across the Nordics plus online channels. It competes with Blivakker in Norway and Cocopanda in Sweden/Finland, combining omnichannel beauty retail in similar geographies.
• Eleven (Norway): Eleven is a Norwegian beauty retailer with both online and physical presence, directly competing with Blivakker in the Norwegian market. It serves a similar customer base for beauty and cosmetic products across similar channels.

Broad incumbents

• Sephora: Sephora is a global beauty retail powerhouse with broad geographic presence including European markets. It represents a larger incumbent player in beauty specialty retail that competes broadly with Brandsdal Group's online and physical beauty stores.
• Douglas: Douglas is a leading European specialty beauty retailer with strong presence in Germany and DACH region. It is a broad incumbent in the European beauty retail market, overlapping with Cocopanda's German, Austrian, and Polish operations.
• Zalando: Zalando is a leading European online fashion and lifestyle platform that has expanded into beauty categories. As a broad incumbent with extensive European reach and proprietary technology, it is comparable to Brandsdal Group's e-commerce model and geographic footprint, though beauty is not its primary focus.

Emerging players

• NordicFeel: NordicFeel is a Swedish online beauty retailer focused on the Nordic market. It is an emerging player with more limited geographic reach than Cocopanda but competes in similar beauty e-commerce categories across Nordic countries.

Regional players

• Parfümerie Pieper: Parfümerie Pieper is a German specialty beauty retailer operating primarily in Germany. It is a regional player competing with Cocopanda.de in the German beauty market with physical and online retail presence.

Others

• Komplett Group: Komplett Group is a leading Nordic e-commerce company in consumer electronics and adjacent categories. While not a direct beauty competitor, it represents a comparable Nordic e-commerce operator with multi-country presence, proprietary technology, and physical store strategy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/brandsdalgroup

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Brandsdal Group