What Biltema Norge does

Biltema Norge AS is the Norwegian operating subsidiary of the privately-held Biltema Birgma Group, a Nordic retail conglomerate. Headquartered in Jessheim, Ullensaker, the company runs a multi-category discount retail business in Norway built on 65 physical "varehus" (warehouse-style stores) and an integrated e-commerce platform at biltema.no, offering more than 19,000 SKUs across car/MC, bicycle/e-bike, boat, leisure, home, office, construction, car care, and tools categories. The company positions itself around the "Hvorfor betale mer?" (Why pay more?) low-price proposition and serves both individual consumers and professional/business customers.

The technology stack is a hybrid retail platform rather than a proprietary tech product. Core digital infrastructure includes the Biltema App (Android and iOS), the "Mitt Biltema" loyalty and account portal with digital receipts (powered by Storebox), the centralized "Biltema ID" authentication system supporting BankID plus Facebook, Google, and Apple login, and a business customer portal ("Biltema Bedrift") for B2B accounts. The omnichannel fulfillment layer combines standard home delivery with a "Kjøp & Hent" (Pay & Collect) in-store pickup service and a differentiated "Kjøp & Hent Drive In" where online orders are delivered to the customer's vehicle. Payments are processed through Qliro (card, invoice, installments) and Resurs Bank (Biltema Card, up to 20 months interest-free credit). On the merchandise side, the proprietary MultiX 18V cordless platform is a shared-battery power tool line marketed to both DIY and professional users, and "Yosemite by Biltema" is a sub-brand for Nordic-terrain bicycles.

The business model is overwhelmingly transactional retail (hardware sales through stores and e-commerce), supplemented by recurring financial services revenue from the Biltema Card and Qliro installment plans, and one-time gift card sales. The Biltema Foundation — established by the founder's family and wholly-owned within the group — channels charitable giving (over 700 million NOK committed across research, healthcare, education, and disaster relief) and serves a corporate-social-responsibility function. The firm is privately held with no external institutional investors, no public listing, no venture or private equity funding rounds, and no M&A activity disclosed. Headcount in Norway is reported at approximately 215 employees, and the company has experienced a meaningful number of consumer product recalls across categories (tools, electronics, children's products, e-bikes, heaters), reflecting typical discount multi-category retail risk exposure.

Name

Biltema Norge

Legal name

Biltema Norge AS

Website

https://biltema.no

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Biltema Norge AS is the Norwegian subsidiary of the Biltema Birgma Group, operating 65 discount retail stores and an e-commerce platform selling over 19,000 products across car/MC, bike, boat, leisure, home, office, construction, car care, and tools categories to consumers and businesses.

Ownership category

akta.pro rank

Product category

Discount Retail

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

akta.pro secondary industries

Bicycle Retail (New Bikes) (CRAMAHAA), E-Bike Retail (CRAMAHAE), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Bike Online Retail & Omnichannel Specialists (CRAMAHAL)

Keywords

• Discount retail
• Hardware retail
• DIY supplies
• Automotive parts
• Home improvement

Headquarters

HQ city

Jessheim

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Revenue generated from physical retail sales across 65 Biltema stores in Norway, offering a wide range of products including car/MC, bikes, boats, leisure, home, office, construction, car care, and tools.
2. E-commerce Sales: Online sales through biltema.no with Kjøp & Hent (Pay & Collect) service, allowing customers to order online and pick up in physical stores.
3. Biltema Card Financing: The Biltema Card offers interest-free credit up to 20 months, with payment processing through Resurs Bank. Revenue generated from financing arrangements and customer payment plan choices.
4. Gift Cards: Traditional and digital gift cards sold in stores and online, valid for 12 months from purchase/activation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Biltema Norge operates a multi-category discount retail business selling more than 19,000 products across automotive, bicycle, marine, leisure, home, office, construction, car care, and tools categories through 65 physical varehus stores in Norway and the biltema.no e-commerce platform. The company supplements its product offering with Kjøp & Hent in-store pickup, Drive In curbside delivery, the Biltema Card interest-free financing, the Mitt Biltema loyalty account, the Biltema App, gift cards, an in-store Biltema Café, and a Biltema Bedrift business-customer portal.

Differentiator

Problem solved

Functional benefit

Brands

• Biltema Café: In-store café offering food and beverages including baguettes, salads, hot meals, coffee and desserts.
• Biltema Bedrift
• MultiX
• Yosemite by Biltema

Products and services

• Biltema.no Netthandel (E-commerce platform) E-commerce platform enabling 24/7 online shopping with the full 19,000+ Biltema product range, home delivery, and store pickup options. Open to Norwegian consumers and businesses.
• Kjøp & Hent (Pay & Collect) Buy online and pick up in-store service allowing customers to order products digitally and collect at Biltema varehus within 48 hours. Minimum 300 NOK purchase; free for customers.
• Kjøp & Hent Drive In Drive-through collection service where online-ordered products are delivered directly to the customer's car in a designated parking spot at the store. Customer notifies arrival via the Biltema app and enters their registration number.
• Mitt Biltema Customer account portal providing digital receipts, saved shopping lists, personalized offers, and access to promotional pricing on selected items. Login is supported via Biltema ID with BankID, Facebook, Google, or Apple credentials.
• Biltema App Mobile application providing access to the full Biltema product range of 19,000 products with shopping lists, location-based offers, and Drive In functionality. Available for Android and iOS.
• Biltemakortet (Biltema Card) Store credit card offering 30-60 days interest-free credit, part-payment options, and up to 20 months interest-free financing. Provided in partnership with Resurs Bank.
• Gavekort (Gift Cards) Gift cards available in physical format in-store and as digital cards delivered via SMS or email. Valid for 12 months from activation. Digital values available 100-5000 SEK; usable across all Biltema channels.
• Biltema Café In-store café offering food and beverages including sandwiches, salads, hot meals, coffee, and desserts for shoppers at Biltema varehus locations.
• MultiX 18V-serien Biltema-branded cordless power tool product line with one shared 18V battery compatible across multiple tools including drill, saw, grinder, and other power tools for both professional and DIY use. Includes PRO models designed for extended professional operation.
• Biltema Bedrift (Business Portal) Dedicated business customer portal providing account management, credit facilities, and dedicated business pricing for commercial customers. Requires BankID authentication for login.
• Sommerens nyheter 2025 (Summer 2025 Collection) Seasonal product launch featuring summer merchandise including pools, outdoor furniture, camping equipment, grills, and travel products released in 2025.

Quantifiable outcome

• Saves customers money by offering quality products at lower prices than competitors
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• QlirocoreTechnology or IntegrationQliro provides payment processing services for biltema.no including card payments, invoice payments, and installment options. Handles all online payment transactions including 3D-Secure authentication and PCI-DSS compliant payment processing.
• Resurs BankcoreTechnology or IntegrationResurs Bank provides the Biltema Card financing service, offering customers interest-free credit options up to 20 months. Handles credit applications and payment processing for the Biltema payment card program.
• Netlife Dialog ASminorChannel Partner/ Reseller/ DistributorNetlife Dialog AS (formerly Bring Dialog) handles distribution of physical Biltema catalogues to customers' home addresses through a databehandleravtale (data processing agreement).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Maxbo: Norwegian building supplies and DIY retailer serving consumers and pros; directly comparable to Biltema's construction, tools, and home improvement assortment with a more trade-focused model.
• Komplett: Major Norwegian online-first electronics and household retailer — competes for the same value-oriented Norwegian consumer and for share of Biltema's home, office, and multimedia categories.
• XXL Sport & Villmark: Norwegian sporting goods and outdoor retailer carrying bikes, leisure, and outdoor equipment — directly overlaps with Biltema's bike, leisure, and outdoor product ranges but with a more specialized sporting-goods focus.
• Plantasjen: Nordic garden and outdoor living retailer that overlaps with Biltema's leisure, garden, and seasonal outdoor assortment and competes for the same Norwegian DIY customer.

Direct peers

• Jula: Scandinavian discount retail chain (Jula Norge) selling tools, hardware, auto, leisure, and home products through a large store network and online — the closest direct comparable to Biltema's multi-category value positioning.
• Byggmax: Nordic discount building materials and DIY retailer with a strong Norwegian presence, competing with Biltema in construction, tools, and home improvement categories on price and convenience.
• Clas Ohlson: Nordic multi-category retail chain (Swedish-origin) selling tools, home, leisure, and DIY products across physical stores and e-commerce with a similar low-price, broad-SKU value proposition to Biltema Norge.

Broad incumbents

• Elkjøp: Pan-Nordic big-box electronics and home appliance retailer with dense Norwegian store coverage; comparable omnichannel footprint and overlaps with Biltema's office/multimedia and home categories.
• Jysk: Large Nordic home furnishings and "everything for the home" retailer with broad store footprint; comparable in retail scale, multi-category merchandising, and Norwegian market presence though focused on home rather than DIY/tools.

Regional players

• Kid Interior: Norwegian home and interior retailer with physical stores and e-commerce — overlaps with Biltema's home and leisure categories in the same Norwegian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Biltemano
• YouTubeyoutube.com/user/biltemanorge
• Facebookfacebook.com/Biltemano
• Instagraminstagram.com/biltemano
• LinkedInlinkedin.com/company/biltema-norge

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Biltema Norge