VB Gruppen

What VB Gruppen does

VB Gruppen is a Norway-based cooperative chain ("kjede") of independent plumbing and HVAC (VVS) businesses operating under a unified VB brand, founded in 1996. The organization connects over 150 locally-owned member branches across all Norwegian counties, providing collective purchasing power, national marketing, training, and quality standards, while member businesses retain their own legal identities and operate locally. VB Gruppen's corporate function is staffed by approximately 91 employees, headquartered in Oslo with the broader network anchored in Stavanger/Sandnes.

The company's core offering is the installation, renovation, and maintenance of water, sanitation, and heating (VVS) systems for Norwegian residential and small-commercial customers, with bathroom renovation as the flagship use case. Product breadth spans dozens of supplier brands including Geberit, VikingBad, Linn Bad, Hansgrohe, Uponor, Roth Norge, Grundfos, Høiax, CTC, Tapwell, Quooker, Oras, and FM Mattsson. Two branded service concepts extend the offering: "VB Favoritt," a curated product line with preferential pricing, and "Ferdig VB Montert," a fixed-price bundle combining product, professional installation, and cleanup. A digital bathroom planning tool (Tegneprogram til bad), the "Vannsjekken" preventive water inspection service (NOK 2,500), the "Vannstoppen" leak-detection system, and the "VB Proff" professional/contractor portal round out the platform. The website (vb.no) functions simultaneously as content marketing, e-commerce catalog, and lead generation.

The business model is multi-stream: professional services (installation, renovation, project management), hardware sales (plumbing fixtures, fittings, bath furniture, heating equipment, pumps), and fixed-price service bundles. Distribution combines 150+ physical branches, an e-commerce storefront, and a field/project sales channel for the developer market. Marketing is centered on SEO/content (blog at blogg.vb.no), social media (Facebook, Instagram, LinkedIn, Pinterest), email newsletters, and partnerships with Huseierne (homeowners association) and Akademikerne Pluss. Customer segments are predominantly private residential (bathroom renovation, kitchen plumbing, heating, water safety), with secondary segments in cabin/hytte owners, property developers (multi-unit projects), and trade/professional buyers via VB Proff. Go-to-market is direct-to-consumer at the branch level with national brand reinforcement.

Name

VB Gruppen

Legal name

VB (cooperative chain of independent plumbing businesses — specific legal entity name not disclosed in available source material)

Website

https://vb.no

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

VB Gruppen is a Norwegian cooperative chain of over 150 independent plumbing and HVAC member businesses operating under a unified VB brand, delivering bathroom renovation, heating, and water-system installation services to residential and small-commercial customers across all Norwegian counties.

Ownership category

akta.pro rank

Headquarters

HQ city

Stavanger, Rogaland

HQ country

Norway

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Plumbing and installation services: VB operates as a cooperative chain of plumbing businesses providing installation, renovation, and maintenance services for bathrooms, kitchens, heating systems, and cottages. Services range from simple fixture replacements to full bathroom renovations and new construction projects.
2. Product sales and installation: VB sells plumbing products (fittings, fixtures, bath furniture, toilets, showers, heating equipment, pumps) through its branches and online. The 'Ferdig VB montert' (Finished VB Mounted) service bundles product + installation + cleanup at a fixed price, combining product sales with professional installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

VB Gruppen is a nationwide Norwegian cooperative chain of independent plumbing businesses operating under the VB brand with over 150 branches. It sells plumbing products (fixtures, fittings, bath furniture, showers, heating equipment, pumps) through its branches and online, and provides professional installation, renovation, and maintenance services for bathrooms, kitchens, heating systems, cabins, and water safety. The offering combines retail product sales with on-site plumbing and HVAC services plus project management for full renovations.

Product overview

VB Gruppen is a nationwide Norwegian plumbing and HVAC contractor operating across more than 150 branches. The company offers a platform of services anchored by core installation and renovation offerings (bathrooms, kitchens, laundry rooms, cabins, heating and energy systems), complemented by two principal branded product lines — VB Favoritt (a curated selection of bathroom and plumbing products) and Ferdig VB Montert (fixed-price product-plus-installation bundles). Supporting these are digital tools (an online bathroom design/planning program) and preventive services (Vannsjekken water inspection, Vannstoppen leak detection). VB Proff serves professional/trade customers. Products span dozens of supplier brands including VikingBad, Linn Bad, Foss Bad, Geberit, Tapwell, Sanipro, Macro Design, Damixa, Oras, Hansgrohe, Roth, Uponor, Grundfos, Høiax, CTC, and Quooker, distributed through VB's branch network.

Differentiator

Problem solved

Functional benefit

Brands

• VB Favoritt: A curated product line of featured bathroom and plumbing products including showers, fixtures, and fittings selected by VB for quality and design.
• Ferdig VB Montert

Products and services

• Bad / Baderom (Bathroom renovation and products) Complete bathroom renovation services and product supply for residential customers, covering the full project lifecycle from design through installation, including bathroom furniture, toilets, showers, bathtubs, washbasins, fixtures, and accessories. For homeowners undertaking renovation or new-build bathroom projects.
• Kjøkken (Kitchen plumbing) Kitchen plumbing products and installation services for residential customers, including kitchen faucets, sinks, and boiling-water taps (e.g., Quooker), with kitchen planning support and professional installation through VB's plumber network.
• Vaskerom (Laundry room) Laundry room plumbing solutions for residential customers, including washing machine connections, drying solutions, laundry furniture, and sinks, often combined with bathroom or utility room functions.
• Hytte (Cabin/cottage plumbing) Water, drainage, and heating services for Norwegian cabin and holiday-home owners, including pumps, water treatment, heating, and outdoor spa installations.
• Varme og energi (Heating and energy) Heating and energy solutions for residential and commercial buildings, including water-based underfloor heating, air-to-water, ground-source, and exhaust-air heat pumps, solar thermal systems, gas and wood/pellet boilers, and smart water heaters. Enova subsidy support is offered.
• Vannsjekken (Water inspection service) Preventive water system inspection for homeowners, covering faucets, pipes, drains, washing machine connections, and water heaters. Delivers a condition report with recommended remediation actions. Fixed price of 2,500 NOK per inspection.
• Vannstoppen (Leak stopper / automatic shut-off) Automatic leak detection and water shut-off systems that stop water flow when a leak is detected. Required in new buildings under Norwegian TEK17 regulations and supported by insurance discounts. For residential and commercial customers seeking water-damage prevention.
• VB Favoritt (Curated product line) A curated line of bathroom and plumbing products selected by VB for quality and design — including showers, bathroom furniture, and fixtures — sold under the VB Favoritt badge at preferential pricing.
• Ferdig VB Montert (Fixed-price product + installation bundle) Fixed-price bundle combining a product purchase, professional mounting by a VB plumber, and site cleanup into a single offering. Available across a wide range of products including showers, toilets, bathroom furniture, and water heaters.
• VB Proff (Professional/trade portal) Dedicated B2B portal for professional clients (tradespeople, builders, property managers) offering extended product range, project management tools, and trade-specific plumbing and HVAC services.
• Tegneprogram for bad (Online bathroom design tool) Online 3D bathroom planning tool for homeowners — draw room dimensions, place doors and windows, populate the bathroom with furniture, toilets, mirrors, showers, and bathtubs; generate a price estimate; send drawings to a VB plumber.

Quantifiable outcome

• Energy savings of up to 30% possible with water-based underfloor heating vs. electric panel heaters
• +3 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• GeberitcoreTechnology or IntegrationGeberit is a key supplier of bathroom technology products sold through VB, including the AquaClean shower toilet series and Geberit iCon wall-hung toilets. Products from Geberit are featured prominently on the VB website and in project references.
• VikingBadcoreTechnology or IntegrationVikingBad is a preferred bathroom furniture brand featured in VB's complete bathroom packages. VikingBad collaborates with VB's interior architects to create functional, stylish product packages that simplify the selection process for customers.
• Linn BadcoreTechnology or IntegrationLinn Bad supplies bathroom and laundry room furniture to VB, featured across multiple project references and the product catalog.
• HansgrohecoreTechnology or IntegrationHansgrohe is a key supplier of shower heads and faucets to VB, including the Raindance series featured in inspiration content.
• UponorcoreTechnology or IntegrationUponor supplies floor heating systems and pipe solutions for VB's water-based heating installations, referenced in multiple case studies and product listings.
• Roth NorgecoreTechnology or IntegrationRoth Norge supplies floor heating systems and the Touchline smart heating control system to VB for residential heating solutions.
• Grundfos NorgecoreTechnology or IntegrationGrundfos supplies pumps (SCALA pressure boosters, SOLOLIFT drainage pumps) and water supply solutions to VB for both residential and commercial applications.
• HøiaxcoreTechnology or IntegrationHøiax supplies smart hot water heaters (Connected series) promoted in partnership with VB, including Enova subsidy support. The Høiax Connected enables app-based control and time-of-use electricity pricing optimization.
• TapwellcoreTechnology or IntegrationTapwell supplies high-end kitchen and bathroom faucets including the BOX series and ARM887 kitchen faucet, featured in multiple project references.
• QuookercoreTechnology or IntegrationQuooker supplies boiling water taps (Fusion, Cube) for kitchens, promoted through VB as a smart kitchen solution.
• Macro DesigncoreTechnology or IntegrationMacro Design supplies shower enclosures, screens, and bathroom furniture to VB, with products featured in the VB Favoritt series.
• EnovacoreOthersEnova provides government subsidies for energy-efficient home improvements including smart hot water heaters, heat pumps, and water-based heating systems. VB promotes Enova subsidies as part of its heating and energy services.
• Huseierne (Homeowners Association)minorGTM or Marketing PartnerHuseierne (National Association of Homeowners) partners with VB on the smart hot water heater campaign and offers member discounts on Vannsjekken (water inspection) services.
• Akademikerne PlussminorGTM or Marketing PartnerAkademikerne Pluss is a membership benefit program offering VB discounts to members of the Akademikerne union confederation.
• CTC Enertech GroupcoreTechnology or IntegrationCTC (part of Enertech Group) supplies EcoAir air-to-water heat pumps for VB's heating installations, featured in the Norway's Smartest Passive House project reference.
• Oras ArmaturcoreTechnology or IntegrationOras supplies bathroom and kitchen faucets to VB, including the Oras Safira and Oras Oramix series. The Oras Safira 1035FS is a featured kitchen faucet on vb.no.
• FM MattssoncoreTechnology or IntegrationFM Mattsson is a key faucet supplier to VB, with the FM Mattsson 9000E listed as a 'everyday classic' on the kitchen page.
• VedumcoreTechnology or IntegrationVedum supplies bathroom furniture (Flow and Free series) and laundry room solutions (Maja series) to VB.
• WatercontrolcoreTechnology or IntegrationWatercontrol supplies FlowStop leak stoppers (FSW and FSE series) promoted through VB's Vannstoppen (water stop) safety service for preventing water damage.
• Porsgrund BadcoreTechnology or IntegrationPorsgrund Bad supplies toilets and bathroom ceramics to VB, featured in product listings and the VB Favoritt selection.
• TECE NorgecoreTechnology or IntegrationTECE Norge supplies concealed cistern systems, flush plates (TECEsquare, TECEvelvet), and shower toilets to VB.
• SaniprocoreTechnology or IntegrationSanipro supplies design bathtubs (including the Tahiti and Dino series in Xonyx cast marble) and shower solutions to VB.

Scale indicators1 record

Recent moves4 records

Expansion highlights6 records

Direct peers

• Onninen (part of Kesko): Nordic technical wholesale and HVAC services group. Competes with VB in HVAC product supply and increasingly in installation services across the Nordics.
• Bademiljø: Norwegian bathroom renovation chain with a nationwide network of member businesses. Directly competes with VB on bathroom design, renovation, and product sales across Norway.
• Comfort (Comfortkjeden): Nordic HVAC and plumbing chain specializing in heating, ventilation, and sanitary installations. Operates a similar franchise/cooperative model with member businesses across Norway and the Nordics.
• Rørkjøp: One of Norway's largest plumbing chain networks, operating a similar model of independent plumbing businesses under a shared brand. Closest direct competitor to VB's cooperative chain structure.
• VVS Norge: Norwegian VVS (plumbing/HVAC) chain providing installation, service, and product sales through independent member businesses. Direct competitor in the same specialty trade contractor category.

Others

• Byggmax: Large Nordic DIY retail chain selling plumbing and bathroom products directly to consumers. Adjacent competitor that captures part of the DIY renovation market VB serves.

Broad incumbents

• Håndverksgruppen: Norwegian group of independent building trade contractors including plumbing, carpentry, and electrical. Overlaps with VB in plumbing services and competes for renovation contracts.
• Ahlsell Norge: Major Nordic technical wholesaler serving installers, contractors, and industry. Provides competing product distribution to plumbers and HVAC installers across Norway.
• Dahl Norge: One of Norway's largest plumbing, heating, and sanitary wholesalers. Supplies many of the same contractor customers VB serves, creating channel overlap.
• Optimera (NO/SE/DK): Major Nordic building materials retailer and distributor. Supplies products and increasingly offers installation services, competing with VB on the home renovation supply chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VBrorleggerne
• LinkedInlinkedin.com/company/vbrorleggerne
• Instagraminstagram.com/vb_inspo
• Pinterestno.pinterest.com/vbinspo

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 VB Gruppen