What Húsasmiðjan does

Húsasmiðjan is Iceland's largest and longest-established building materials retailer, founded in 1956 by master builder Snorri Halldórsson and operating today as a wholly owned subsidiary of Danish Bygma Gruppen A/S (acquired January 2012). The company runs approximately 30 retail locations across Iceland — 14 Húsasmiðjan stores plus 7 Blómaval (floral/gift) and 4 Ískraft (electrical) outlets — spanning the capital region and regional centers including Akureyri, Selfoss, Hafnarfjörður, Borgarnes, Ísafjörður, Vestmannaeyjar, Egilsstaðir, Reykjanesbær, Hvolsvöllur, and Akranes. Headcount stands at approximately 450+ employees, and the headquarters relocated to Kjalarvogur, Reykjavík in July 2018 alongside the Fagmannaverslun specialist trade counter and one of Iceland's largest timber sales operations. The company holds Creditinfo Exemplary Company status for 8 consecutive years (top 2.8% of Icelandic firms).

The company's offering covers the full building materials spectrum: structural timber (FSC-certified), construction materials, tools, paint, windows and doors (Aradas, VELFAC, Rationel, VELUX, Swedoor), cladding (GreenCoat steel, Rockpanel basalt-stone), bathroom fittings, garden equipment, flooring, and seasonal goods (grills, bicycles, FROST LED Christmas lights). Specialist services include tool and equipment rental (Áhaldaleiga across 17 categories), custom solutions such as deck planning and calculators, turnkey home delivery (Fullbúin hús), and an industrial product exhibition. The technology stack comprises a full e-commerce site at husa.is, the Húsasmiðjuappið self-service mobile app (iOS/Android, launched November 2021), the Þjónustuvefur B2B service portal for account management, and MITT RÝMI, a browser-based room visualizer. No proprietary AI/ML capabilities are evident; the digital platform focuses on scan-and-go checkout, purchase tracking, and credit applications.

Húsasmiðjan operates a hybrid go-to-market combining physical retail, e-commerce, mobile self-service, direct enterprise field sales (Fagsölusvið serving contractors, fishing, and industry), and a specialist trade counter. Revenue derives from one-time product sales across consumer and trade segments, recurring revolving credit accounts for businesses, usage-based tool rental, and transaction-based construction discount programs (Framkvæmdakjör up to 30% off). Customer financing includes a 90-day interest-free construction loan (Framkvæmdalán) for individuals and revolving monthly invoicing for business accounts, with the Fagmannaklúbburinn trade club providing volume discounts and trade event access. Customer segments span individual homeowners, professional tradespeople (carpenters, plumbers, electricians, painters), corporate accounts managing multiple purchasing agents, and enterprise buyers in fishing and industry. Sustainability is integrated through FSC/PEFC timber sourcing, the broadest certified eco-product range in Iceland (Grænar vörur), partnerships with Kolviður and Votlendissjóður for carbon offsetting, and circular economy pilots demonstrating 53% lower carbon emissions in timber repurposing versus reference buildings.

Name

Húsasmiðjan

Legal name

Húsasmiðjan ehf.

Website

https://husa.is

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

101–250 employees

Short description

Húsasmiðjan is Iceland's market-leading building materials retailer, operating approximately 30 stores nationwide plus e-commerce, a mobile app, and a B2B service portal. It serves homeowners, professional contractors, the fishing industry, and industrial customers with timber, tools, windows, doors, cladding, and related services.

Ownership category

akta.pro rank

Product category

Building Materials Retail

NAICS

Home Centers (444110), Building Material and Supplies Dealers (4441), Building Material and Garden Equipment and Supplies Dealers (444), Other Building Material Dealers (44418)

SIC

Retail-Lumber & Other Building Materials Dealers (5211), Wholesale-Lumber & Other Construction Materials (5030)

akta.pro primary industry

Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)

akta.pro secondary industries

Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI), Masonry & Hardscapes Retail (Brick, Block, Pavers, Stone) (CRAIAEAF), Gazebo, Pavilion & Shade Structure Installation/Repair (HSAIAJAH), Storage, Ladders & Material Handling Retail (Ladders, Carts, Shop Storage) (CRAIADAM)

Keywords

• Building materials retail
• Construction supplies
• Home improvement products
• Tool rental services
• Trade professional supplies

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices15 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail hardware/building materials sales: Core revenue from selling building materials, hardware, tools, timber, paint, windows, doors, flooring, bathroom fixtures, and garden equipment through 14 Húsasmiðjan stores and Blómaval outlets nationwide, plus e-commerce. One-time product sales to both consumers and trade professionals.
2. Tool & equipment rental (Áhaldaleiga): Rental of tools, equipment, carts, machinery, and devices in all sizes and types for any project. Categories include drills, breakers, tile tools, garden equipment, pressure washers, heaters, trailers, generators, lifts, measuring instruments, pipe-fitting tools, saws, grinders, concrete tools, ladders, and scaffolding.
3. Trade/revolving account sales: Business customers (contractors, tradespeople, companies) operate on monthly revolving credit accounts. Monthly invoicing with payment terms. Revenue recognized at point of sale with credit terms extended. Also includes Fagmannaklúbburinn membership providing volume discounts.
4. Specialist services (consulting, installation referrals): Specialist consulting services including deck planning, window/door consultation, construction advice, and referrals to fully finished homes (Fullbúin hús). Project management and installation coordination for specialized products.
5. Custom/special-order products: Special orders for windows, doors, and custom cladding measured and ordered specifically for each project. Typically requires 30% deposit at order confirmation, balance paid before delivery. Longer lead times (8–12 weeks for windows).
6. Gift cards: Húsasmiðjan gift cards (gjafabréf) sold in all stores, valid across Húsasmiðjan and Blómaval locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels8 records

Core offering

Húsasmiðjan is Iceland's market-leading building materials retailer, operating approximately 30 locations nationwide (14 Húsasmiðjan stores, 7 Blómaval floral/gift outlets, and Ískraft electrical goods stores). The company sells construction materials, timber, windows, doors, cladding, paint, tools, bathroom fixtures, flooring, garden equipment, and home improvement products through physical retail stores, an e-commerce website, a mobile app (Húsasmiðjuappið), and a B2B service portal (Þjónustuvefur). It also offers tool and equipment rental (Áhaldaleiga), custom home solutions, turnkey homes, trade professional memberships, construction discount programs, and 90-day interest-free construction loans.

Product overview

Húsasmiðjan is a full-range building materials and home improvement retailer operating 14 stores across Iceland plus 7 Blómaval and Ískraft outlets (totalling ~30 locations), with a webshop and the Húsasmiðjuappið self-service mobile app (iOS/Android). The core offering centres on building materials — timber, construction materials, pallets, fencing/gates — alongside specialised sub-brands: Aradas (PVC/fibreglass-reinforced PVC windows, Brilliant Design & Nordic Design Plus lines), VELFAC (Danish windows and doors), Rationel (high-quality Danish windows and doors), VELUX (roof windows), and Swedoor (exterior doors including EN 1627 RC3 security doors). Product portfolio extensions include GreenCoat steel cladding (Bára 18 profile), Rockpanel stone-based cladding (50% recycled, Euroclass A2-s1,d0, 200+ colours), Bamboo X-treme FSC-certified bamboo decking, cross-laminated timber, FROST LED seasonal lighting (exclusively at Húsasmiðjan), bathroom furniture (RUSTIC, Gamma, Terra, LOFT, CITY lines), Harvia saunas and infrared solutions, grills, and bicycles. Services layer on top of the physical offering: Áhaldaleiga (17-category tool rental), Sérlausnir custom solutions (deck planning, calculators), Fullbúin hús turnkey homes, Fagmannaklúbburinn membership club for tradespeople, Grænar vörur eco-certified product filter, Fagsölusvið professional trade sales division, B vörur outlet for damaged goods, EV charging stations, Framkvæmdakjör (up to 30% construction discount programme), and Framkvæmdalán (90-day interest-free loans). The Húsasmiðjuappið enables scan-and-pay self-checkout, account purchasing, and loan applications, while the Þjónustuvefur web portal manages business accounts.

Differentiator

Problem solved

Functional benefit

Brands

• Fagmannaklúbburinn: Membership club for trade professionals offering discounts, special monthly offers, training, and networking events.
• Húsasmiðjuappið

Products and services

• Aradas Windows and Doors (Brilliant Design & Nordic Design Plus)

Quantifiable outcome

• 12% reduction in measured total CO2 equivalent emissions from operations between 2019 and 2020, with further carbon balancing achieved through Kolvið and Votlendissjóð
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

17 partnerships are on record, tiered minor and core.

• Arnhildur Pálmadóttir, SAP architects / LendagerminorStrategic or Co-development Partner · 1 January 2024Circular economy innovation partnership with architect Arnhildur Pálmadóttir (SAP architects) and Lendager. The project demonstrates how construction timber waste and packaging timber — previously considered worthless — can be given new life as cladding material in new construction. Life cycle analysis showed 53% less carbon emissions vs. reference building, and 2.4 tCO2e saved compared to standard aluminum cladding.
• Tempa (EPS/frozen plastic recycling)minorStrategic or Co-development Partner · 1 January 2022Húsasmiðjan partnered with Tempa for EPS (expanded polystyrene/frozen plastic) recycling. Clean EPS from Húsasmiðjan's operations is returned to Tempa, which uses up to 30% recycled EPS in new insulation board production. These boards are then sold by Húsasmiðjan for use in the Icelandic construction industry, creating a circular materials loop.
• Pure North (plastic recycling)minorStrategic or Co-development Partner · 1 January 2022Húsasmiðjan partnered with Pure North for plastic recycling, diverting plastic waste from landfill and supporting the circular economy in Iceland's construction materials supply chain.
• Orkusalan (energy provider)minorStrategic or Co-development Partner · 1 January 2022Partnership with Orkusalan (energy sales company) to install EV charging stations at all Húsasmiðjan locations over coming years. Húsasmiðjan was the first building materials retailer in Iceland to offer EV charging stations (since 2017 at Fagmannaverslun).
• Kolvið and VotlendissjóðurcoreStrategic or Co-development Partner · 1 January 2020Húsasmiðjan partnered with Kolvið (carbon offset fund) and Votlendissjóður (wetland fund) to carbon-balance its operational emissions. This offsets CO2 equivalent emissions from operations that could not be eliminated through energy efficiency and waste reduction measures. The partnership is part of Húsasmiðjan's commitment to reduce its carbon footprint and support Icelandic environmental initiatives.
• Klappir Grænar lausnir hf (Klappir)coreStrategic or Co-development Partner · 1 January 2015Húsasmiðjan partners with Klappir for annual sustainability reporting (samfélagsuppgjör/sustainability account), environmental data measurement (energy use, waste, emissions), and EnviroMaster monitoring of electricity, fuel, hot water, and waste. Klappir supports Húsasmiðjan's participation in the FESTA corporate social responsibility initiative and Reykjavik City's Climate Declaration.
• Aradas (window and door manufacturer)coreTechnology or IntegrationAradas is a Portuguese window and door manufacturing company established in 2008. Húsasmiðjan offers Aradas PVC and fiberglass-reinforced PVC windows (Nordic Design Plus, Brilliant Design lines) under exclusive distribution in Iceland. All Aradas products are tested by Rehau in Germany, CE-marked, and DVV-certified. Products meet Norwegian NDVK standards for Nordic conditions. Delivery approximately 8–10 weeks.
• VELFAC (Danish windows and doors)coreTechnology or IntegrationVELFAC is a Danish manufacturer of windows and doors known for quality, safety, and energy efficiency. Húsasmiðjan offers the full VELFAC range including Velfac 200 Energy. Products combine minimalistic design with maximum light transmission and meet Icelandic conditions. Available through Fagmannaverslun Kjalarvogur with 10–12 week lead time.
• Rationel (Danish windows and doors)coreTechnology or IntegrationRationel is a Danish manufacturer of high-quality windows and doors designed for Nordic conditions. Húsasmiðjan offers Rationel products through Fagmannaverslun Kjalarvogur. The products meet strictest insulation and weather resistance requirements, contributing to improved energy performance of Icelandic homes. 10–12 week lead time.
• VELUX (Skandinaviska Eneview)coreTechnology or IntegrationVELUX is a leading global manufacturer of roof windows and skylights. Húsasmiðjan has offered VELUX roof windows for decades and is one of the most successful VELUX distributors in Iceland. The products are well-suited to Icelandic conditions and offer excellent insulation and easy installation. Common sizes often stocked.
• Swedoor (Jeld-Wen)coreTechnology or IntegrationSwedoor is a Scandinavian exterior door brand (part of Jeld-Wen). Húsasmiðjan offers Swedoor entry doors including the new C3 security door (EN 1627 RC3 certified) providing home security against burglary. Available in multiple lines: Advance (fully customizable) and Clever (classic, good value). Also offers Swedoor garden doors, balcony doors, and sliding doors.
• WIŚNIOWSKI (Polish fencing and gates)coreTechnology or IntegrationWIŚNIOWSKI is a Polish manufacturer of steel and aluminum fencing systems, gates, and barriers. Húsasmiðjan offers WIŚNIOWSKI products in Iceland with 88 unique designs across 8 customized lines. The system includes sliding gates, double gates, folding gates, pedestrian gates, MultiBox post units, privacy panels, and fencing panels in steel or aluminum. All components designed to work together for quick, easy installation.
• Rockpanel (part of ROCKWOOL Group)coreTechnology or IntegrationRockpanel produces exterior cladding boards made from natural basalt stone (up to 50% of material) and up to 50% recycled content. Húsasmiðjan distributes Rockpanel cladding in Iceland. Products offer Euroclass A2-s1,d0 fire rating, 50-year lifespan, over 200 colors/textures, fully recyclable. Specifically designed for Icelandic weather conditions.
• Límtré Vírnet / GreenCoat (SSAB)coreTechnology or IntegrationLímtré Vírnet produces GreenCoat steel cladding for roofs and walls, coated with Swedish rapeseed oil. Húsasmiðjan offers the GreenCoat range in Iceland as the most environmentally friendly steel cladding on the market. The Bára 18 profile (18mm height, 76mm width) is suitable for both roof and wall cladding, indoor and outdoor, in over 200 colors.
• Harvia (Finnish sauna and spa)coreTechnology or IntegrationHarvia is a Finnish manufacturer of outdoor saunas, hot tubs, sauna stoves, infrared solutions, and accessories. Featured at Húsasmiðjan's industrial exhibition. Products designed for Icelandic outdoor conditions and include outdoor saunas, hot tubs, Spectrum small 2-person infrared cabin, and a full range of Harvia accessories. Harvia shares its wellness philosophy through Húsasmiðjan's 'industry exhibition' space.
• Félag fagkvenna (Association of Professional Women in Trades)minorStrategic or Co-development PartnerHúsasmiðjan collaborates with Félag fagkvenna to raise awareness about gender equality in trades professions, eliminate stereotypes in trades education, and promote vocational training to all genders. The association supports women in male-dominated trades (carpentry, plumbing, electrical, painting) regardless of whether they have completed apprenticeship, are in training, or are considering trades careers.
• Frost jólaseríur (Icelandic lighting)coreTechnology or IntegrationFROST LED Christmas light series developed specifically for Icelandic weather conditions. Available exclusively at Húsasmiðjan and Blómaval. FROST products use up to 24% less electricity than other market offerings, are both water and impact resistant, and have been sold in Iceland for 10 years. Up to 40 strings (800 lights) can be connected on one outlet. Sold with a heat-shrink sleeve option for enhanced weather protection.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Bygma Gruppen A/S: Danish family-owned building materials retailer operating 100+ stores across Denmark, Sweden, Iceland, and the Faroe Islands. Bygma is Húsasmiðjan's parent company and the most directly comparable Nordic building materials retail platform, sharing identical product breadth and B2B/B2C channel mix.
• Byggmax: Nordic discount building materials retailer with stores across Sweden, Norway, and Finland. Comparable to Húsasmiðjan as a Nordic multi-channel building materials retailer serving both DIY consumers and trade professionals with a similarly broad product range.
• Stark Group: Danish building materials distributor serving professional tradespeople across the Nordics. Highly comparable to Húsasmiðjan's Fagsölusvið division in its focus on B2B trade customers, contractor relationships, and specialist counter service.
• XL-Bygg: Nordic building materials chain with hundreds of member dealers across Norway, Sweden, Denmark, and Iceland. Comparable multi-channel model targeting both consumers and trade professionals with similar product breadth and trade-club membership programs.

Broad incumbents

• Bauhaus: Europe's leading home improvement and DIY retail chain with stores across Germany, Austria, Switzerland, and other European countries. Comparable in offering full-range building materials, tools, and home improvement categories with strong specialist counter service.
• Hornbach: German home improvement retailer with stores across Europe. Comparable in carrying full-range building materials, tools, and DIY categories with both consumer and pro customer segments, and a similarly strong specialist advisory model.
• Leroy Merlin: Global home improvement and DIY retail giant operating across Europe, Asia, South America, and Africa. Comparable in offering comprehensive building materials, home improvement, and renovation products across both consumer and professional segments, with strong sustainability positioning.
• Travis Perkins: UK's largest building materials distributor serving builders and contractors through a national branch network. Comparable to Húsasmiðjan's B2B trade division in its strong contractor focus, specialist counter model, and revolving credit offerings.
• BigMat: European cooperative of independent building materials dealers operating across multiple European countries. Comparable multi-channel building materials model serving both consumers and trade professionals with shared procurement scale advantages.

Others

• Saint-Gobain Distribution: Distribution arm of global building materials manufacturer Saint-Gobain, serving construction professionals across Europe. Comparable as a building materials distribution platform, though operating at much larger scale across multiple countries and combining manufacturing with distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Husasmidjan.Bygma
• LinkedInlinkedin.com/company/h-sasmi-jan

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Húsasmiðjan