Johanssons Skor AB

What Johanssons Skor AB does

Johanssons Skor AB is a Swedish multi-brand footwear retailer founded in 1897 in Gothenburg, Sweden. The company sells women's, men's, and children's shoes, along with accessories (bags, socks, insoles, luggage), and dedicated shoe care products, distributed across both a network of 7 physical stores in the Gothenburg metropolitan area and a direct-to-consumer e-commerce platform at johanssons.se that ships within 1-2 business days with free delivery to pickup points. The retailer carries over 80 international and Swedish footwear brands including Birkenstock, Rieker, Skechers, Ecco, Tommy Hilfiger, Steve Madden, New Balance, Bally, Dr Martens, Ugg, Merrell, and Ella of Sweden, with prices ranging from approximately 249 SEK for accessories to 4,999 SEK for premium footwear, and seasonal sales offering up to 50% discount. Customer segments are organized horizontally by demographic (women, men, children), with deep sub-categorization by use-case (casual, formal, outdoor, school, comfort).

The underlying technology is a standard e-commerce stack with category navigation, brand filtering, search, and a shopping cart/checkout flow, rather than a proprietary technology platform. Revenue is generated through one-time unit-level retail transactions in physical stores and online, with no subscription, rental, or recurring revenue model. The company operates with 11-50 employees and a single-country domestic geographic scope within Sweden. In 2026, Johanssons Skor was acquired by Bergqvist Skor group, ending over 125 years of Johansson family ownership; the integration is described as preserving the company's founding identity and curated assortment strategy while benefiting from shared resources within the larger retail group.

Name

Johanssons Skor AB

Legal name

Johanssons Skor AB

Website

https://johanssons.se

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

11–50 employees

Short description

Johanssons Skor AB is a 125-year-old Swedish multi-brand footwear retailer operating 7 physical stores in Gothenburg and a nationwide e-commerce shop, serving women, men, and children with footwear and accessories from over 80 international and Swedish brands; as of 2026 it operates under Bergqvist Skor group.

Ownership category

akta.pro rank

Headquarters

HQ city

Västra Frölunda

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Shoe Sales: Traditional B2C retail of footwear and accessories through physical stores and online e-commerce platform. Revenue generated from one-time product sales at varying price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Johanssons Skor AB is a multi-brand footwear retailer selling women's, men's, and children's shoes alongside accessories, bags, and shoe care products. It distributes more than 80 brands (including Birkenstock, Rieker, Skechers, Ecco, Tommy Hilfiger, Steve Madden, New Balance, Bally, Dr Martens, Ugg, Ella of Sweden, and Emelie Strandberg) through 7 physical stores in the Gothenburg area and an owned online store (johanssons.se) with home delivery and pickup-point fulfillment.

Product overview

Johanssons Skor AB is a traditional Swedish shoe retailer operating as a multi-brand retail platform with both physical stores and e-commerce. Founded in 1897, the company offers a curated selection of footwear across four main categories: Women's shoes (damskor), Men's shoes (herrskor), Children's shoes (barnskor), and Accessories (accessoarer). The product assortment also includes dedicated Shoe Care (skovard) products and a specialized Bag Focus section. The company serves as a distributor for over 80 international and Swedish footwear brands including Birkenstock, Rieker, Skechers, Ecco, Tommy Hilfiger, Steve Madden, New Balance, Bally, Hoff, Merrell, Dr Martens, Ugg, Ella of Sweden, Emelie Strandberg, Embla, and Effortless, among others. With seven physical stores in the Gothenburg area and an online store, the company provides home delivery within 1-2 business days with free shipping to pickup points or stores. Since 2026, Johanssons Skor has been part of Bergqvist Skor group.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Stores and online delivery within 1-2 business days

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Bergqvist SkorcoreStrategic or Co-development Partner · 1 January 2026As of 2026, Johanssons Skor became part of Bergqvist Skor group. The acquisition preserves the company's founding values while benefiting from shared resources and operational synergies within the larger retail group. The grundidé (core idea) remains the same: carefully curated selection and customer-focused expertise.
• TisslaminorOthersTissla provides the whistleblower reporting platform and policy infrastructure for Johanssons Skor (under Bergqvist Skor organization). Anonymous reporting channel for employees to report workplace misconduct or irregularities.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Åhléns: Swedish department store chain with a significant footwear department. Competes with Johanssons for shoe shoppers across Sweden and offers similar multi-brand assortments, but as part of a broader general merchandise offering.
• Zalando: Europe's largest online fashion and footwear platform. A direct competitor to Johanssons' e-commerce channel, offering broader selection and convenience, though without physical fitting and a curated Swedish focus.
• Foot Locker: Global athletic and casual footwear retailer with strong e-commerce. Overlaps with Johanssons in athletic sneaker categories (Nike, New Balance, Skechers) but lacks the comfort, dress, and children's footwear segments.

Direct peers

• Spartoo: European online multi-brand shoe retailer carrying hundreds of brands. Directly comparable to Johanssons' e-commerce business in multi-brand shoe assortment, though without physical store presence.
• Scorett: Swedish multi-brand shoe chain with physical stores across Sweden. Directly comparable multi-brand shoe retail model serving Swedish consumers across women's, men's, and children's footwear categories.
• Bergqvist Skor: Swedish multi-brand shoe retailer that acquired Johanssons Skor in 2026. Operates the same curated multi-brand footwear model across Swedish cities, making it the closest operational peer and parent company.
• Deichmann: Europe's largest multi-brand shoe retailer with hundreds of physical stores and a strong online presence across many countries. Directly comparable to Johanssons Skor as a multi-brand footwear retailer spanning entry, mid, and premium price tiers across women's, men's, and children's categories.

Regional players

• Stadium: Sweden's largest sporting goods retailer. Overlaps with Johanssons in athletic and casual footwear (Nike, Skechers, Adidas) and serves the same Swedish consumer base, though with a broader sports apparel focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/JohanssonsskorAB
• Instagraminstagram.com/johanssonsskor
• LinkedInlinkedin.com/company/johanssons-skor-ab

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 Johanssons Skor AB