Bad.no
Bad.no is Norway's oldest online VVS (plumbing, heating, and bathroom) retailer, founded in 2004 and based in Bergen. It serves Norwegian homeowners and professional plumbers with a multi-category e-commerce storefront, fixed-price installation services, and a vetted plumber referral network.
- Company typePrivate
- Founded2004
- HeadquartersBergen, Norway
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Bad.no does
Bad.no is a Norwegian online retailer specializing in VVS (plumbing, heating, and bathroom) products, operating as a Shopify-based e-commerce storefront headquartered at Allierbygget in Bergen. Founded in 2004 and self-described as Norway's oldest VVS online store, it sells an 8-category assortment spanning bathroom furniture and fixtures, kitchen and laundry equipment, pipes and fittings, pumps, heating, ventilation, and house & garden products. The catalog emphasizes premium Nordic brands such as Svedbergs, VikingBad, Dansani, Geberit, Gustavsberg, and Tapwell, with SKU-level pricing ranging from 74 kr accessories to 12,495+ kr toilet packages.
The business model is direct-to-consumer and direct-to-trade transactional retail, supplemented by three service layers: Ferdig Montert (fixed-price professional installation), Anbefalt Rørlegger (a vetted plumber referral network), and Klikk & Hent (same-day Click & Collect from the Bergen warehouse). Payments are processed via Klarna (installments), Vipps, Visa, Mastercard, American Express, and Apple Pay, and the platform is positioned with Prismatch (price match) and Trygg e-Handel (safe e-commerce) trust signals.
Bad.no operates as a subsidiary of Allier Gruppen, a total contractor (totalentreprenør) with plumbing trade heritage dating to 1911, which provides vertical integration into installation and trades services. The company serves two primary segments — individual Norwegian homeowners undertaking bathroom and home renovation projects (primary) and professional plumbers sourcing products for client installations (secondary) — and reports having served 100,000+ lifetime customers with a 4.5/5 star rating across 2,500+ reviews. The company employs between 11 and 50 people, holds Miljøfyrtårn (Eco-Lighthouse) environmental certification, and is led by CEO Erlend Stunner.
Bad.no firmographics
Firmographics- Name
- Bad.no
- Legal name
- Bad.no
- Website
- https://bad.no
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bad.no is Norway's oldest online VVS (plumbing, heating, and bathroom) retailer, founded in 2004 and based in Bergen. It serves Norwegian homeowners and professional plumbers with a multi-category e-commerce storefront, fixed-price installation services, and a vetted plumber referral network.
- Ownership category
- akta.pro rank
Bad.no industry classification
Industry- Product category
- Online Bathroom and VVS Retail
- NAICS
- Home Centers (444110), Building Material and Supplies Dealers (4441), Building Material and Garden Equipment and Supplies Dealers (444)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- General Home Improvement & Hardware Stores (CRAIADAA)
- akta.pro secondary industry
- Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)
Keywords
Where Bad.no is headquartered
LocationHeadquarters
- HQ city
- Bergen
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Bad.no business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales: Direct online sales of VVS (plumbing, heating, and bathroom) products to consumers and professional plumbers in Norway. Revenue generated through one-time product transactions with various price points ranging from basic accessories to premium bathroom fixtures.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases with varying price points based on brand and complexity |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Bad.no product offering
Product offeringCore offering
Bad.no operates an online store (VVS nettbutikk) selling bathroom, kitchen, plumbing, heating, ventilation, and house-and-garden products directly to Norwegian consumers and professional plumbers. The offering combines a curated multi-brand product catalog (Svedbergs, VikingBad, Dansani, Korsbakken, Tapwell, INR, Geberit, Gustavsberg, Damixa, and others) with value-added services including fixed-price professional installation (Ferdig Montert), a recommended-plumber referral network (Anbefalt Rørlegger), and click-and-collect pickup from its Bergen warehouse.
Product overview
Bad.no is Norway's oldest VVS (plumbing/heating) online retailer operating since 2004, now part of Allier Gruppen (established 1911). The platform functions as a multi-category e-commerce store offering bathroom products (baderom), kitchen & laundry (kjøkken & vaskerom), pipes & fittings (rør & rørdeler), pumps, heating, ventilation, and house & garden products. The product portfolio includes named product lines like Svedbergs bathroom faucets (Tron, Halde with water-saving features), Svedbergs Glassbox toilet packages, Svedbergs ISTA LED mirrors, and Habo Fern towel warmers, alongside broader category offerings. The platform also provides complementary services including professional installation (Ferdig Montert), recommended plumber networking, and click-and-collect pickup at their Bergen location.
Differentiator
Problem solved
Functional benefit
Products and services
- Bad.no VVS Nettbutikk (Online Store) Norwegian e-commerce platform specializing in bathroom, kitchen, and plumbing (VVS) products, offering direct-to-consumer sales of bathroom furniture, fixtures, accessories, pipes, fittings, pumps, heating, and ventilation products for residential renovation and maintenance.
- Ferdig Montert (Fixed-Price Professional Installation)
Quantifiable outcome
- 100,000+ customers served since 2004
- +1 more outcomes
Companies that use Bad.no
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Bad.no technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Bad.no partnerships and signals
Strategic signalScale indicators5 records
Recent moves3 records
Expansion highlights5 records
Bad.no competitors and assessment
Company assessmentDirect peers
- BilligVVS: Norwegian online-only VVS retailer selling plumbing, bathroom, and heating products direct to consumers. Closest direct digital competitor to Bad.no, competing on the same price-match, DIY, and renovation shopper in Norway.
- VVSkupp: Norwegian online VVS retailer offering discounted plumbing and bathroom products. Directly comparable online VVS e-tailer competing for the same Norwegian homeowner and small contractor customers as Bad.no.
- Megaflis: Norwegian specialty retailer focused on tiles, bathroom, and renovation products with both stores and e-commerce. Overlaps directly with Bad.no in bathroom fixtures, sinks, and renovation-oriented homeowners.
Broad incumbents
- Byggmax: Nordic discount home improvement retailer with a Norwegian e-commerce and store footprint. Competes with Bad.no across bathroom, plumbing, and renovation categories as a broader, lower-priced incumbent with stronger marketing budget.
- Biltema: Nordic discount retailer with strong Norwegian presence selling hardware, home, and DIY products including plumbing accessories. A broad incumbent competing on price and assortment depth for the same DIY Norwegian customer.
- Jernia: Norwegian hardware and home goods retail chain with a wide assortment of plumbing, tools, and household items. Comparable as a long-established Norwegian omnichannel hardware retailer addressing overlapping DIY and home maintenance demand.
- OBS BYGG: Norwegian home improvement and building materials chain owned by Coop. Competes with Bad.no in bathroom, plumbing, and renovation categories through physical stores and e-commerce, serving both DIY and trade customers.
Others
- Comfort (Comfort Kjeden): Norwegian chain of HVAC, plumbing, and bathroom service franchises. Comparable as a Norway-wide VVS services and product ecosystem, but operating primarily as an installer network rather than an e-commerce retailer.
Regional players
- Skousen: Norwegian home appliance and household goods retailer. Adjacent comparable due to overlapping Norwegian household renovation/upgrade customer base, though its core assortment is appliances rather than VVS.
Emerging players
- Skarpås Bad & VVS: Smaller Norwegian regional VVS and bathroom retailer. Comparable as a niche player in the same Norwegian VVS and bathroom category, though with a more limited geographic reach and assortment than Bad.no.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bad.no social profiles
Digital presenceBad.no compliance and trust
Trust signalCompliance2 records
Bad.no financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bad.no leadership team
Management profileNumber of profiles
Profiles1 record
Bad.no funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bad.no M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bad.no
What does Bad.no do?
Bad.no operates an online store (VVS nettbutikk) selling bathroom, kitchen, plumbing, heating, ventilation, and house-and-garden products directly to Norwegian consumers and professional plumbers. The offering combines a curated multi-brand product catalog (Svedbergs, VikingBad, Dansani, Korsbakken, Tapwell, INR, Geberit, Gustavsberg, Damixa, and others) with value-added services including fixed-price professional installation (Ferdig Montert), a recommended-plumber referral network (Anbefalt Rørlegger), and click-and-collect pickup from its Bergen warehouse.
Is Bad.no a public or private company?
Bad.no is a private company. It is classified as corporate owned and is currently operating.
When was Bad.no founded?
Bad.no was founded in 2004. It employs 11 to 50 people.
Where is Bad.no based?
Bad.no is headquartered in Bergen, Norway, in the Europe region.
How does Bad.no make money?
One revenue line is on record: E-commerce Product Sales.
Who are Bad.no's main competitors?
Direct peers on record are BilligVVS, VVSkupp and Megaflis. Broad incumbents are Byggmax, Biltema, Jernia and OBS BYGG. Comfort (Comfort Kjeden) is listed as an others. Skousen is listed as a regional player. Skarpås Bad & VVS is listed as an emerging player.
Does Bad.no have an API?
No public API is recorded for Bad.no.
What industry is Bad.no in?
Bad.no's product category is Online Bathroom and VVS Retail. Its primary akta.pro industry code is CRAIADAA, General Home Improvement & Hardware Stores, with a secondary code of CRAIAFAE, Sinks & Water Filtration/Dispensers Showrooms. Its NAICS code is 444110 and its SIC code is 5070.