What Golvpoolen does

Golvpoolen is a Swedish specialty retailer of flooring, tiles, and bathroom products, self-described as Sweden's largest department store chain in the category. Founded in 1984 and headquartered in Västra Frölunda, the company sells wooden flooring (solid wood, parquet, laminate, linoleum), wall and floor tiles (ceramic, clinker, mosaic, natural stone), bathroom furniture and fixtures (vanities, mirrors, shower enclosures, bathtubs, toilets, taps), underfloor heating systems, and adjacent categories such as wallpapers and outdoor decking. The commercial entity is Bygghemma Sverige AB, part of the publicly listed BHG Group, which also operates sister e-commerce brands including badshop.se, golvshop.se, byggshop.se, and lindstromsbad.se.

The business operates an omnichannel model combining four large-format physical showrooms (2,000-3,600 m² each) in Gothenburg, Helsingborg, Malmö, and Stockholm with an e-commerce website at golvpoolen.se, a central warehouse in Trelleborg, and delivery via DHL, Posten, and Schenker pickup points plus scheduled home delivery. The technology stack is a standard retail e-commerce platform with integrated payments (Svea Bank for invoice, installment, card, and Swish), Salesforce for CRM and email, Criteo for retargeting, and Google Analytics for traffic analysis. No proprietary AI or data science capability is disclosed.

Go-to-market is split across three customer segments: B2C consumers shopping renovation projects, B2B trade professionals served by the dedicated Proffsbutiken trade stores with early-morning hours across all four cities, and B2B project customers served by Golvpoolen Projekt for hotels, commercial buildings, multi-family housing, schools, and municipal projects. Pricing is per unit (per m² for flooring and tiles, per piece for fixtures) with campaign discounts up to 50%, financed through invoice, installment, card, or Swish. The company reports 11-50 employees, consistent with a brand-level operating model that leverages shared group-level functions through BHG.

Name

Golvpoolen

Legal name

Bygghemma Sverige AB

Website

https://golvpoolen.se

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Golvpoolen is a Swedish specialty retailer of flooring, tiles, and bathroom products, operating four large showrooms, an e-commerce platform, and a trade-store division. A brand within BHG Group, it serves renovating homeowners, trade professionals, and construction-project customers across Sweden.

Ownership category

akta.pro rank

Product category

Building Materials Retail

NAICS

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

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

akta.pro secondary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Flooring retail
• Ceramic tile sales
• Bathroom fixtures retail
• Building materials store
• Home renovation supplies

Headquarters

HQ city

Västra Frölunda

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling flooring (wood floors, parquet, laminate, linoleum), tiles (ceramic tiles, clinker, mosaic, natural stone), bathroom furniture and fixtures (cabinets, mirrors, toilets, bathtubs, showers, taps), and heating solutions (floor heating cables and mats). Products are sold as one-time purchases through physical showrooms and online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Golvpoolen is a Swedish omnichannel retailer selling flooring (wood, parquet, laminate, linoleum, vinyl), tiles (ceramic, clinker, mosaic, natural stone), bathroom furniture and fixtures (vanities, mirrors, showers, bathtubs, toilets, taps), underfloor heating systems, and wallpapers. Products are sold through four large-format showrooms in Gothenburg, Helsingborg, Malmö and Stockholm and the golvpoolen.se e-commerce site, serving both private consumers and trade professionals.

Product overview

Golvpoolen is Sweden's largest department store for flooring, tiles, and bathrooms, operating both physical showrooms (4 locations totaling 2,000–3,600 m² in Gothenburg, Helsingborg, Malmö, and Stockholm) and an e-commerce platform. The product portfolio centers on core flooring categories including wooden floors (solid wood, parquet/engineered, laminate, linoleum, vinyl), wall and floor tiles (ceramic, porcelain, mosaic, natural stone), and a full range of bathroom furnishings (vanities, mirrors, shower enclosures, bathtubs, toilets, taps). Adjacent product lines include underfloor heating (Raychem-branded electric cable and mat systems with smart thermostats), wallpapers, and outdoor decking. The company differentiates through a breadth-first assortment model combined with free sample ordering and installation services, and serves both end consumers (B2C) and trade professionals (B2B through its Proffsbutiken division and Golvpoolen Projekt division for large construction projects).

Differentiator

Problem solved

Functional benefit

Brands

• Proffsbutiken: Professional store for trade professionals with extended opening hours and dedicated service
• Golvpoolen Projekt

Products and services

• Wood Flooring (Solid Wood, Parquet, Laminate) Selection of solid wood floors, engineered parquet, and laminate flooring from brands such as Bjelin, Kährs, Tarkett, BerryAlloc and Meister, available in various sizes, finishes and wood types for residential renovation and new-build projects.
• Linoleum Flooring Linoleum flooring products including Forbo Marmoleum Click collections in various colors with click-lock installation systems, sold per square meter for residential and commercial flooring projects.
• Ceramic Tiles, Clinker, Mosaic and Natural Stone Ceramic tiles, porcelain tiles, mosaic tiles and natural stone for floors and walls, stocked from suppliers including Bricmate, suitable for residential, commercial and wet-room installations.
• Bathroom Furniture and Vanities Bathroom furniture range including tall cabinets, wall cabinets, vanities, washbasins, mirrors and mirror cabinets from leading Scandinavian and European bathroom brands.
• Underfloor Heating Systems Electric underfloor heating systems sold under the Raychem brand, including heating cables, mats and smart thermostats (SENZ WIFI) compatible with Amazon Alexa and Google Assistant.
• Showers, Bathtubs and Toilets Shower enclosures, shower corners, bathtubs including freestanding and clawfoot models, and toilets from brands such as INR, Hafa, Bathlife, Burlington and Ifö.
• Taps and Faucets Kitchen and bathroom taps and faucets from leading Scandinavian and European brands including Gustavsberg, Grohe, Hansgrohe, FM Mattsson, Strand Stainless and Scandtap.
• Wallpapers Wallpaper products covering children's wallpapers, patterned wallpapers and single-color wallpapers from brands including Galerie Wallcoverings, Living Walls, Fiona and Marburg.
• Proffsbutiken (Trade Store Division) Dedicated B2B trade store division for contractors and trade professionals with extended opening hours from 06:30 on weekdays, separate sales staff, business invoicing services and locations in Malmö, Gothenburg, Helsingborg and Stockholm.
• Golvpoolen Projekt (Project Sales Division) Project sales division serving large construction projects across Sweden including hotels, commercial environments, residential buildings, renovation projects, schools and public housing, with quote requests and dedicated project account managers.
• Free Product Sample Service Free sample ordering service allowing customers to order 1–5 product samples (approximately 25×25 cm for flooring, 10×10 cm for tiles) delivered free of charge to evaluate quality, structure, gloss and color before purchasing.
• Installation Services Installation services offered for selected products, including certified HVAC installations for heat pump systems (compliant with F-gas regulation EU/517/2014) and ROT-deductible installations coordinated with the Swedish Tax Agency.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Three partnerships are on record, tiered core.

• Svea Bank ABcoreTechnology or IntegrationPayment services partner providing invoice processing, installment plans, card payment processing, and Swish integration. Handles all payment processing including consumer credit checks and debt collection for bad debt.
• GooglecoreTechnology or IntegrationProvides Google Analytics for website traffic analysis and Google Ads for marketing purposes. Google processes data as both processor and controller.
• Bygghemma Sverige AB (Parent Company)coreOthersGolvpoolen is a subsidiary of Bygghemma Sverige AB (BHG Group). Bygghemma operates multiple e-commerce brands including badshop.se, golvshop.se, byggshop.se, golvpoolen.se, and lindstromsbad.se. Golvpoolen shares customer data within the BHG Group for analytics, marketing, and fraud prevention purposes.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Badshop.se: BHG Group sibling brand specializing in bathroom products online — directly competing with Golvpoolen on bathroom furnishings via the same parent company.
• Byggmax: Swedish discount building materials retailer with both physical stores and a strong e-commerce platform; overlapping assortment in flooring, tiles, and bathroom fixtures.
• Bauhaus: Swedish arm of the European big-box home improvement chain, directly competing with Golvpoolen on flooring, tiles, and bathroom products across physical stores and e-commerce.
• Beijer Bygg: Major Swedish building materials retailer serving both consumers and trade professionals, with showroom and trade-counter operations comparable to Golvpoolen's hybrid model.
• Jula: Swedish/Nordic DIY and home improvement retailer with broad assortment across home categories, including floors, tiles, and bathrooms — a comparable physical + online peer.
• K-Rauta: Nordic home improvement chain owned by Kesko, offering flooring, tiles, and bathroom products with both B2C showroom and B2B trade services — a close peer in size and model.
• Golvshop.se: Sister brand under BHG Group, focused online on flooring — directly competes with Golvpoolen within the same parent group and represents internal cannibalization.

Broad incumbents

• Wayfair: Global online home goods marketplace with a very large assortment in flooring, tiles, and bathroom furnishings — sets the e-commerce competitive benchmark for category leaders like Golvpoolen.
• Hornbach: European big-box home improvement retailer with Swedish operations; broader assortment than Golvpoolen and a similar project-sales orientation to professional customers.
• Saint-Gobain Distribution: European distributor of building materials with a strong Nordic presence serving both trade professionals and renovation projects — comparable in B2B project supply and trade customer focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Golvpoolen
• LinkedInlinkedin.com/company/Golvpoolen
• Instagraminstagram.com/Golvpoolen
• Pinterestpinterest.com/golvpoolenab
• Xx.com/golvpoolen

Compliance5 records

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 Golvpoolen