What BHG does

BHG Group AB (publ) is a Swedish public e-commerce group listed on Nasdaq Stockholm under the ticker "BHG" and headquartered in Malmö, Sweden. Founded in 2012 (originally as Bygghemma Group First AB) and rebranded to BHG Group AB in 2022/2023, the company operates as a "family of dots" — more than 100 online destinations and 70+ physical showrooms across the Nordics (Sweden, Norway, Denmark, Finland) with growing presence elsewhere in Europe and selected Asian markets. Its brand portfolio spans DIY and home improvement (Bygghemma, Bygghemma Finland, Hafa), furniture and home goods (Trademax, Chilli, Furniturebox), premium home furnishings (Nordic Nest), and leisure/home/garden (Hemfint, Outl1), organized into three operating segments: Home Improvement, Premium Living, and Value Home.

The group's underlying technology is described as a tech and data-driven platform serving 1.7M+ products to more than 1M customers, supported by in-house SEO/SEM, product, and web development teams, plus group-level AI initiatives including an "Ask the Product" conversational agent and the "Nestor" tool for the Premium Living segment, overseen by a dedicated CTO. The company is a B2C retailer with no enterprise or B2B channels disclosed, generating revenue through direct online and showroom transactions, and is followed by analysts at ABG Sundal Collier, Carnegie, SEB and Danske Bank. Its stated financial targets are 10–15% net sales growth over a business cycle and 5–7% adjusted EBIT margin (5% short-term, 7% medium-term).

Name

BHG

Legal name

BHG Group AB (publ)

Website

https://wearebhg.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BHG Group AB is a Swedish public e-commerce group operating 100+ online destinations and 70+ showrooms across the Nordics and broader Europe, selling DIY, home improvement, furniture, and home furnishings to more than 1 million consumers under brands including Bygghemma, Nordic Nest, Furniturebox, Trademax, Chilli, and Hafa.

Ownership category

akta.pro rank

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail: BHG generates revenue through online sales of DIY, home improvement, furniture, home furnishings, and leisure products across 100+ online destinations and 70+ showrooms. The company offers over 1.7 million products to more than 1 million customers primarily in the Nordics and increasingly across Europe and selected Asian markets.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

BHG Group AB is a Nordic consumer e-commerce company that sells DIY, home improvement, furniture, home furnishings, and leisure products directly to consumers through more than 100 owned online destinations and 70+ physical showrooms. The group offers over 1.7 million products to more than 1 million customers across the Nordics, with growing presence in the rest of Europe and selected Asian markets, organized into Home Improvement, Premium Living, and Value Home segments.

Product overview

BHG Group is a tech and data-driven consumer e-commerce company operating as a family of over 100 online destinations across the Nordics, Europe, and selected Asian markets. The portfolio includes brands such as Bygghemma (DIY/home improvement), Trademax, Furniturebox, and Chilli (furniture and home goods), Nordic Nest (premium home furnishings), and Hemfint Group (leisure, home and garden products including Hemfint and Outl1 brands). The company offers over 1.7 million products, operates more than 70 showrooms, and serves over 1 million customers. BHG's business is organized into three segments: Home Improvement (led by Bygghemma and Hafa Brand Group), Premium Living (led by Nordic Nest), and Value Home.

Differentiator

Problem solved

Functional benefit

Brands

• Bygghemma: DIY and home improvement online retail destination in Sweden, one of the group's core brands.
• Trademax
• Chilli
• Furniturebox
• Nordic Nest
• Hemfint
• Outl1
• Hafa
• Bygghemma Finland

Products and services

• Bygghemma
• Bygghemma Finland
• Trademax
• Chilli
• Furniturebox
• Nordic Nest
• Hemfint
• Outl1
• Hafa

Quantifiable outcome

• Over 1 million customers served
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Wayfair: Large online pure-play retailer of home furnishings and furniture. Directly comparable to BHG's furniture and home furnishings brands (Trademax, Chilli, Furniturebox, Nordic Nest) on product mix, target customer, and asset-light e-commerce model.
• Maisons du Monde: European furniture and home décor retailer with both online and physical store presence. Highly comparable to BHG's Premium Living and Value Home segments on assortment, omnichannel model, and pan-European customer base.
• Westwing Group: European online home and living retailer operating across multiple European markets. Closely comparable to BHG in online-first home furnishings, multi-country European footprint, and curated assortment positioning.

Emerging players

• Zalando: European online retail platform expanding into home and lifestyle categories. Adjacent to BHG's e-commerce model and pan-European footprint, but currently focused on fashion with partial overlap into home.

Broad incumbents

• Kingfisher: Owner of B&Q, Castorama, and Screwfix — one of Europe's largest home improvement retailers. Comparable to BHG's Home Improvement segment (Bygghemma) on category and DIY customer, but operates physical-store-heavy omnichannel at much larger scale.
• IKEA (Ingka Group): Global furniture and home furnishings giant. Overlaps with BHG's furniture and home furnishings brands on assortment and target customer, but competes at vastly larger scale with a distinct showroom-led model.
• XXXLutz: One of Europe's largest furniture retail groups. Overlaps with BHG's furniture brands on category, customer base, and omnichannel distribution, but operates at much larger scale with a predominantly physical-store model.
• Home Depot: World's largest home improvement specialty retailer. Directly comparable to BHG's Bygghemma DIY and home improvement offering on category and pro/DIY customer base, though operating at a fundamentally different scale and geography.
• Amazon: Global e-commerce incumbent with extensive DIY, home improvement, and home furnishings offerings. Comparable to BHG on e-commerce distribution and breadth of assortment, but at vastly larger scale and with broader category scope.

Regional players

• Clas Ohlson: Nordic-based multi-category retailer of home, hardware, and DIY products. Comparable to BHG's Bygghemma offering on Nordic geography and DIY/home assortment, with overlap in customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BHGGroup
• Instagraminstagram.com/wearebhg
• LinkedInlinkedin.com/company/bhg-group
• YouTubeyoutube.com/@BHGGroup
• Xtwitter.com/BHGGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries11 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BHG