What MAXBO does

MAXBO AS (org.nr. 980 079 872) is a privately held Norwegian home-improvement retailer founded in 1995, headquartered at Drammensveien 230, Oslo. The company operates a nationwide network of warehouse stores across Norway under the Maxbo brand, supplemented by an e-commerce platform at maxbo.no, a Click & Collect service with 3-hour pickup, multi-carrier parcel delivery (Posten, PostNord, Bring), and its own home-delivery service for heavy building materials. Its product catalog spans lumber, paint, tools, flooring, garden equipment, grills, and outdoor living products from brands such as Jotun, Harmoni, Bosch, Dewalt, and Black+Decker.

The business serves two distinct customer segments. The primary segment is DIY homeowners undertaking renovation, painting, carpentry, and garden projects, supported by the MaxBonus loyalty program (10–25% bonus), free in-store advisory services, tool and trailer rental, and an extensive DIY content hub with branded ambassadors (Rune Strandenes and Stine Skoli Ommedal). The secondary segment is professional contractors and tradespeople, served through a dedicated Maxbo Proff division at proff.maxbo.no with business-specific services. Payment processing is handled through Klarna, Adyen, and Vipps, and customer reviews are surfaced via Lipscore.

Revenue is generated through one-time retail product sales across physical stores and e-commerce, supplemented by ancillary service fees (delivery, rental, advisory). Pricing is unit-based and varies by category, with parcel delivery starting at 49 NOK, heavy-item home delivery from 399–499 NOK, and trailer rental free for 3 hours with a 70 NOK deductible for in-store purchasers. The company employs between 1,001 and 5,000 staff and operates a related digital ecosystem referenced in its privacy policy (verketinterior.no, argossolutions.no, teknikk.no, baerumsverk.no, smelters.no). Maxbo reports no proprietary technology platform of significance and no disclosed AI/ML capabilities beyond basic personalization in MaxBonus.

Name

MAXBO

Legal name

MAXBO AS

Website

https://maxbo.no

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MAXBO is a Norwegian building-materials and home-improvement retailer founded in 1995, operating nationwide warehouse stores and an e-commerce platform. It serves DIY consumers through its main brand and professional contractors through its Maxbo Proff division.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Maxbo generates revenue through the sale of building materials, tools, paint, lumber, flooring, outdoor living products, and home improvement supplies across physical warehouse stores and online at maxbo.no.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

MAXBO is a Norwegian home improvement retailer selling building materials, tools, paint, lumber, flooring, garden equipment, and outdoor living products through physical warehouse stores and the maxbo.no e-commerce platform. The company supports purchases with Click & Collect, home delivery for heavy items, tool and trailer rental, free in-store advisory services, and the MaxBonus loyalty program offering 10–25% bonus on purchases.

Product overview

MAXBO operates as a Norwegian home improvement retail chain offering a comprehensive portfolio of building materials, tools, paint, lumber, garden equipment, and home improvement products. The core offering consists of the maxbo.no e-commerce platform supplemented by physical store locations. Key services include Klikk & Hent (Click & Collect) for in-store pickup within 3 hours, Hjemlevering (Home Delivery) for packages and heavy building materials, Verktøyutleie (Tool Rental) for specialized equipment, Tilhengerutleie (Trailer Rental) with 750 kg and 1500 kg options, and Gratis Rådgivning (Free Advisory Services). The MaxBonus loyalty program provides 10-25% bonus rewards, while the Tips og Inspirason platform offers DIY project guides and tutorials. Product categories include paints (Jotun, Harmoni), tools (Bosch, Dewalt, Black + Decker), lumber, terrace boards, grills, garden machinery, and building materials.

Differentiator

Problem solved

Functional benefit

Brands

• Maxbo Proff: Professional/business-focused division of Maxbo serving professional contractors and builders.
• MaxBonus

Products and services

• Maxbo.no E-commerce Store

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• KlarnacoreTechnology or IntegrationPayment processing partner enabling installment payments (delbetaling) and 'buy now, pay later' options (faktura) for Maxbo customers. Provides creditworthiness assessment and invoice delivery services.
• AdyencoreTechnology or IntegrationPayment service provider processing card payments (credit/debit), Vipps, and other payment methods on maxbo.no. Enables secure transaction processing.
• VippscoreTechnology or IntegrationNorwegian mobile payment solution integrated as a payment option on maxbo.no. Also used for customer login/registration to Maxbo accounts.
• Mitsubishi ElectricminorStrategic or Co-development PartnerHeat pump supplier offering certified installation services through Maxbo. Mitsubishi Electric heat pumps are sold with 'standard installation' using certified installers.
• Boels (Trailer Rental)minorChannel Partner/ Reseller/ DistributorEquipment rental partner for trailer rental services, accessible through maxbo.boels.com platform.
• Rune Strandenes (Hakkespetten Design)coreGTM or Marketing PartnerMaxbo ambassador. Professional carpenter and furniture maker, known TV personality from 'Tid for Hjem' and 'Tid for Hage'. Creates DIY project content and inspires customers through Maxbo channels.
• Stine Skoli OmmedalcoreGTM or Marketing PartnerMaxbo ambassador creating DIY project content including wardrobe solutions, storage organization, and home improvement projects.

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Direct peers

• Jernia: Norwegian hardware and home retail chain with physical stores and e-commerce; competes with MAXBO in tools, paint, and household hardware categories.
• Clas Ohlson: Swedish-founded Nordic retail chain selling tools, hardware, and home improvement products; overlaps with MAXBO's DIY assortment and multi-country Nordic footprint.
• Bauhaus: European DIY and building materials chain with Norwegian stores; large-format warehouse model and Pro/consumer segmentation closely mirror MAXBO's structure and assortment strategy.
• Montér: Norwegian building materials retailer focused on professional builders and DIYers; competes head-to-head with MAXBO across lumber, tools, and project materials in overlapping Norwegian geographies.
• Jula: Nordic discount DIY and home improvement chain with broad assortments of tools, building supplies, and household products; comparable to MAXBO on product breadth and DIY customer focus, with stronger value positioning.
• Byggmakker: Major Norwegian DIY and building materials chain serving both consumers and professional trades; directly comparable to MAXBO in product mix, customer segments, and store-based omnichannel model.

Broad incumbents

• Optimera: Norwegian building materials distributor and retailer (parent of Montér) serving both professional trades and DIY; comparable to MAXBO in professional builder focus and supply chain role.
• Kid Interiør: Norwegian home and interior retail chain under the same broader retail group context; overlaps with MAXBO on selected home improvement and interior categories for DIY consumers.
• Plantasjen: Nordic garden center and outdoor living retailer; comparable to MAXBO's garden and outdoor category (grills, terrace boards, garden machinery) but with a narrower specialization.

Others

• Komplett: Large Norwegian e-commerce retailer; relevant as a digital channel benchmark for online retail execution in Norway, though its core categories (electronics) do not directly overlap with building materials.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/klartdukan
• Facebookfacebook.com/maxbogodtgjort
• Instagraminstagram.com/maxbo
• LinkedInlinkedin.com/company/lovenskiold-handel-as

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 MAXBO