Bjorklund

What Bjorklund does

Bjørklund is a privately held Norwegian jewelry and watch retail chain, headquartered in Oslo, operating for over 30 years and recognized in the market as Norway's largest watch and jewelry chain ("Norges største klokke- og smykkekjede"). It runs nearly 100 stores across Norway through a hybrid model combining company-owned locations and a franchise network that has been in place for over 30 years, with the central organization providing training, store-design support, and operational infrastructure to franchisees. The company also operates a substantial e-commerce channel at bjorklund.no with click-and-collect in physical stores and home delivery within Norway.

Its core offering spans two product categories: jewelry (rings, necklaces, earrings, bracelets, and traditional Norwegian bunadsølv across gold, silver, steel, diamond, freshwater pearl, and cubic zirconia) and watches (analog, digital, radio-controlled, diver, and multifunction for women, men, and children). The assortment combines proprietary own-brands (House of Piene, By Olea of Norway, Felix, Magi, Duette) with third-party brands such as Casio, Seiko, Citizen, Daniel Wellington, Gant, Luminox, Mockberg, Club, Inex, ByBiehl, and Sylvsmidja. Supporting services include in-store engraving, cleaning, battery replacement, ring sizing, and watch pressure testing, all backed by a centralized workshop staffed by watchmakers, jewelers, gemologists, and setters reporting an average of more than 165 years of combined experience.

The business model is primarily transactional retail: one-time unit-priced sales of jewelry and watches through owned stores, franchise stores, and e-commerce. Customer segments are Norwegian consumers purchasing for gifting and milestone occasions (weddings, confirmations, baptisms, Mother's/Father's Day, Valentine's Day) and for everyday personal use, including traditional bunad wearers. Ancillary revenue drivers include a free loyalty program (Lykkesmedlem) with point accrual, member discounts, free shipping above 500 NOK, seasonal sales campaigns (e.g., Sommersalg), Klarna-backed installment/invoice payments, and the Bjørklund Magasinet content channel supporting brand and gift-occasion demand. Customers are identified exclusively as general Norwegian consumers; no enterprise, B2B, or wholesale customer concentration is disclosed.

Name

Bjorklund

Legal name

Bjørklund Netthandel AS

Website

https://bjorklund.no

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bjørklund is Norway's largest jewelry and watch chain, operating nearly 100 retail stores (franchise and company-owned) plus e-commerce, serving Norwegian consumers with jewelry, watches, repair services, and a loyalty program.

Ownership category

akta.pro rank

Product category

Jewelry and Watch Retail

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Jewelry & Watch Care Products (Tools, Cleaners, Storage) (CRAKALAK), Jewelry, Watches & Luxury Goods Marketplaces (CRAFABAK)

Keywords

• Jewelry retail
• Watch retail
• Norwegian jewelry chain
• Traditional bunadsølv
• Franchise jewelry stores

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Retail jewelry and watch sales: Bjørklund generates revenue through the sale of jewelry (rings, necklaces, earrings, bracelets, traditional bunadsølv) and watches from owned stores, franchise stores, and online. Products range from affordable steel and silver pieces to premium gold and diamond jewelry.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Bjørklund is Norway's largest jewelry and watch retail chain, operating nearly 100 stores (combination of franchise and company-owned) across Norway plus a full e-commerce website. The company sells jewelry (rings, necklaces, earrings, bracelets, traditional bunadsølv) and watches spanning price ranges from affordable steel and silver pieces to premium gold and diamond jewelry, alongside its own-brand collections (House of Piene, By Olea of Norway, Felix, Magi, Duette) and international brands (Casio, Seiko, Citizen, Gant, Daniel Wellington, Luminox, Mockberg, Club, Inex). It complements product sales with a central workshop providing repairs, engraving, cleaning, battery replacement, pressure testing, and personalization, plus a free loyalty program (Lykkesmedlem) and click & collect service.

Product overview

Bjørklund operates a unified retail platform combining a network of nearly 100 physical stores (both franchise and owned) across Norway with a large e-commerce operation (bjorklund.no), together forming Norway's largest jewelry and watch retail chain. The core product portfolio spans two main categories: jewelry (smykker) covering rings, necklaces, earrings, bracelets, and bunadsølv in materials including gold, silver, steel, diamonds, freshwater pearls, and cubic zirconia; and watches (klokker) spanning analog, digital, radio-controlled, diver, and multifunction models for women, men, and children. Bjørklund carries multiple proprietary brands—House of Piene (artist-designed symbolic jewelry), By Olea of Norway (natural Norwegian design), Felix (men's jewelry), Magi, and Duette—alongside third-party watch brands including Casio, Gant, Daniel Wellington, Mockberg, Luminox, Seiko, Citizen, Club, and Inex, and third-party jewelry brands such as ByBiehl and Sylvsmidja. The offering is complemented by repair and service workshops, a free loyalty program (Lykkesmedlem) with bonus points and member benefits, a click-and-collect service, and Bjørklund Magasinet as an editorial content channel.

Differentiator

Problem solved

Functional benefit

Brands

• Felix: Elegant and timeless jewelry for men - Bjørklund's own men's jewelry collection in steel, silver, and gold.
• House of Piene
• By Olea of Norway
• Magi
• Duette

Products and services

• Smykker (Jewelry) Primary product category covering rings, necklaces, earrings, bracelets, and bunadsølv in gold, silver, steel, and with diamonds, freshwater pearls, and cubic zirconia; sold to Norwegian consumers for personal wear and gifting across life milestones.
• Klokker (Watches) Watches for women, men, and children including analog, digital, radio-controlled, diver, and multifunction models; spans branded quality watches and fashion watches sold to Norwegian consumers.
• Repair and Service Workshop In-house central workshop staffed by master goldsmiths, watchmakers, jewelers, diamond setters, and gemologists offering ring size adjustment, claw reinforcement, engraving, jewelry cleaning and maintenance, battery replacement, watch pressure testing, and link adjustment for Bjørklund customers.
• Lykkesmedlem Loyalty Program Free customer club offering 1 bonus point per krone spent (converted to bonus checks three times a year on February 1, June 1, and September 1), a 10% welcome discount, free shipping on orders over 500 NOK, birthday gifts, early access to sales, and personalized offers.
• Klikk & Hent (Click & Collect) Service allowing customers to reserve items on bjorklund.no for pickup at their local Bjørklund store after 2 hours, integrated with the nearly 100-store physical network across Norway.
• House of Piene (own brand) Bjørklund's own jewelry brand co-designed with artist Cecilie Piene, inspired by the sea, sky, and forest with nature motifs, organic forms, and symbolic designs such as the Signature Symbol Medallion collection.
• By Olea of Norway (own brand) Bjørklund's own Norwegian jewelry brand offering bracelets, necklaces, earrings, and rings in steel, silver, and gold-plated variants with natural, clean, and feminine designs including symbolic and floral motifs.
• Felix (own brand) Bjørklund's own men's jewelry collection featuring elegant and timeless designs in steel, silver, and gold; includes necklaces, bracelets, rings, cufflinks, and tie pins for everyday and formal wear.
• Magi (own brand) Bjørklund's own jewelry brand featuring distinctive pieces with glittering stones and bold designs for customers seeking expressive, standout jewelry.
• Duette (own brand) One of Bjørklund's own jewelry brands, sold exclusively at Bjørklund stores.
• Luminox Watches Swiss-American watch brand known for robust watches developed with special forces and explorers; features CARBONOX cases and Luminox Light Technology; includes Navy SEAL Foundation and Atacama Field series.
• Casio Watches Japanese watch brand offered at Bjørklund, including sporty and fashionable digital and analog models for everyday and sports use.
• Seiko Watches Japanese watch brand offered at Bjørklund, known for timeless and elegant design, including the Presage collection combining Japanese craftsmanship with mechanical movements and sophisticated dials.
• Citizen Watches Japanese watch brand offered at Bjørklund, known for quality timepieces with eco-friendly technology.
• Daniel Wellington Watches Swedish watch and jewelry brand offered at Bjørklund, known for stylish watches including the Petite series and gold-plated link models.
• Gant Watches Swedish fashion brand watch collection offered at Bjørklund, known for classic and timeless unisex and women's designs spanning traditional and modern aesthetics.
• Mockberg Watches Swedish watch brand offered at Bjørklund, featuring stylish and trendy timepieces including the Enya watch, Timeless Grand 23 mm, and Timeless 18 mm collections for women.
• Club Watches Watch brand offered at Bjørklund, particularly popular for children's and youth watches, with models suitable for showering and swimming.
• Inex Watches Watch brand offered at Bjørklund, providing affordable and stylish timepieces.
• Sylvsmidja Norwegian jewelry manufacturer based in Voss producing handcrafted bunadsølv (traditional Norwegian folk costume silver) with long Norwegian traditions; sold at Bjørklund with some patterns made to order.
• ByBiehl Jewelry brand sold at Bjørklund, including Emily earrings with hanging freshwater pearls and Stardust jewelry with three-circle pendants in silver and gold-plated silver.

Quantifiable outcome

• Nearly 100 stores nationwide plus e-commerce operation covering all of Norway

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• SylvsmidjaminorOthersSylvsmidja is a supplier of traditional Norwegian bunadsølv (folk costume silver) sold through Bjørklund stores. The handcrafted silver items carry long Norwegian traditions from Voss.
• KlarnaminorOthersKlarna provides payment solutions (invoice and installment) for Bjørklund's e-commerce and in-store purchases, enabling customers to pay flexibly.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Chronext: European online watch specialist (Switzerland/Germany) selling new and pre-owned premium timepieces; overlaps with Bjørklund on premium watch retail but competes through a pure e-commerce model.

Broad incumbents

• Watches of Switzerland Group: UK-listed specialty watch and jewelry multi-brand retailer (Goldsmiths, Mappin & Webb, Watch Gallery) operating a comparable multi-store premium watch retailer model with strong e-commerce component.
• Swarovski: Global Austrian crystal and fashion jewelry maison with extensive own-brand retail and wholesale distribution including a strong Norway presence; competes in the gifting and fashion jewelry segment.
• H.Samuel: UK high-street jewelry and watch chain owned by Signet Jewelers with hundreds of stores offering an analogous broad-market jewelry + watch assortment spanning bridal, fashion and branded timepieces.
• Pandora: Danish-founded global jewelry brand with extensive own-brand retail and wholesale presence across Norway; competes directly for charm and fashion jewelry basket share at similar price points.

Direct peers

• Beaverbrooks: UK family-owned multi-store jewelry and watch retailer; comparable to Bjørklund in being a privately held specialty chain emphasizing brand watches (Rolex, TAG Heuer, etc.), bridal jewelry, and in-store service.
• Goldsmiths: UK specialty jewelry and watch retailer (part of Watches of Switzerland Group) operating a store estate plus digital channel with premium watch brands and bridal jewelry comparable to Bjørklund's offering.
• Gullfunn: One of Bjørklund's closest Norwegian competitors; a multi-store gold and watch retail chain operating across Norway with similar product assortment including own-brand and distributed international watch brands.
• Thune (Møller & Thune): Established Norwegian jewelry and watch retailer (historic Oslo-based family jeweler with multiple stores) selling comparable gold, silver, and watch categories including bridal and occasion jewelry.

Others

• Klarna (commerce/payments perspective): Swedish BNPL provider already integrated with Bjørklund's checkout; included as a relevant ecosystem/partner for retail jewelry economics rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bjorklundlykkesmed
• Instagraminstagram.com/bjorklundofficial
• Xx.com/bjorklundkjeden

Revenue estimate

Valuation estimate

Number of profiles

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 Bjorklund