What Hemtex Ab does

Hemtex AB is a Swedish home textiles and interior decoration retailer founded in 1973 and headquartered at Prognosgatan 22, Borås. It operates more than 135 physical retail stores across Sweden alongside an e-commerce platform at hemtex.se, offering a unified assortment spanning bedroom textiles (duvets, pillows, bed linens, continental beds), bathroom textiles (towels, robes, accessories), curtains and window shading, cushions and throws, table settings, and kitchen textiles. The assortment is extended through the Local Chef sub-brand into kitchen accessories, cookware, serving ware, and tableware. The customer-facing technology layer includes the Club Hemtex loyalty program (with personalized marketing, member pricing, free shipping over 699 kr, and digital receipts integrated across channels), a Click & Collect service promising 3-hour in-store pickup across all 135+ stores, and a content library of care, selection, and styling guides.

Hemtex generates revenue through one-time direct-to-consumer product sales, both in-store and online, with no subscription, licensing, or service-revenue components in the disclosed material. Pricing is per-unit, ranging from 49.90 kr to 1999.90 kr depending on category, with promotional mechanics including seasonal sales up to 70% off, bundle deals such as 4-for-3, and member-exclusive pricing. Distribution is omnichannel within Sweden: physical stores, the hemtex.se storefront, PostNord parcel delivery, and Click & Collect. Marketing spans Facebook, Instagram, LinkedIn, Pinterest, email newsletters via Club Hemtex, content marketing through the inspiration/guides hub, and seasonal promotional campaigns across Meta, Google, Schibsted, Snapchat, and TikTok. The customer base is Swedish households across multiple home textile categories, with no named enterprise or B2B customers identified.

Hemtex AB is a privately held Swedish aktiebolag (organisationsnummer 556132-7056) wholly owned by Kid ASA, a publicly listed Nordic home furnishing conglomerate traded on the Oslo Stock Exchange under the ticker KID. Kid ASA operates sister home-textile brands serving Finland (hemtex.fi), Estonia (hemtex.ee), and Norway (KID). The company's geographic footprint is currently Sweden-only for direct online sales, with a stated plan to open online sales to Germany and other EU markets in 2026. Multiple product recalls were executed in 2023 for quality and safety reasons, and product-level certifications include Oeko-Tex Standard 100, Oeko-Tex Made in Green, and Global Recycled Standard for select SKUs.

Name

Hemtex Ab

Legal name

Hemtex AB

Website

https://hemtex.se

Company type

Private

Founded year

1973

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time sales of home textiles and interior products through physical stores and e-commerce platform. Products include bedding, towels, curtains, cushions, blankets, and kitchen accessories. Revenue generated through direct consumer purchases at regular and discounted prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Hemtex AB operates an omnichannel home textiles and interior décor retail business in Sweden, selling bedding, towels, curtains, cushions, throws, table linens, sun shading products, and kitchen accessories through 135+ physical stores and the hemtex.se e-commerce site. The assortment is unified across channels and supported by the Club Hemtex loyalty program offering member pricing, free shipping above 699 kr, and Click & Collect in-store pickup within 3 hours.

Product overview

Hemtex Ab operates as a omnichannel home textiles and interior décor retailer with a unified product portfolio available across 135+ physical stores and an e-commerce platform. The core offering spans bedroom textiles (duvets, pillows, bed linens, continental beds), window treatments (curtains, blinds, sun shading), bathroom products (towels, robes, accessories), cushions and throws, table settings, and kitchen textiles. The Local Chef sub-brand extends into kitchen accessories including cookware, serving ware, table accessories, and utensils. The company also operates Club Hemtex, a customer loyalty program offering personalized marketing and member benefits. Hemtex positions itself as the leading home textiles retail chain in the Nordic region since 1973.

Differentiator

Problem solved

Functional benefit

Brands

• Club Hemtex: The company's loyalty club offering members exclusive deals, early access to news, and free shipping benefits.

Products and services

• Hemtex Online Store (hemtex.se) E-commerce platform selling the full Hemtex home textile assortment to Swedish consumers, with delivery options including home delivery, parcel pickup, and Click & Collect in-store pickup.
• Hemtex Physical Retail Stores Over 135 brick-and-mortar retail locations across Sweden offering in-store shopping, returns, exchanges, and Click & Collect pickup services for home textiles and interior décor.
• Club Hemtex Loyalty Program Free-to-join customer loyalty program offering members exclusive deals, early access to news and sales, free shipping on orders over 699 kr, and personalized marketing content.
• Hemtex Bedroom Textiles Retail category offering bedding products including duvets, pillows, bed linens, continental beds, and seasonal summer blankets for Swedish consumers.
• Hemtex Curtains and Window Treatments Retail category of window treatments including curtain panels, ready-made curtains, pleated curtains, roller blinds, and lamella blinds.
• Hemtex Bathroom Textiles Retail category of bathroom products including towels, robes, bath accessories, and loungewear.
• Hemtex Cushions and Throws Retail category of decorative cushions, bolster pillows, chair cushions, and throws for living spaces and furniture.
• Hemtex Sun Shading Retail category of window shading solutions including pleated blinds, roller blinds, lamella blinds, and custom-measured sun shading options.
• Hemtex Table Setting Retail category of table linens including tablecloths, napkins, table runners, placemats, and coasters for dining occasions.
• Local Chef Kitchen Accessories Sub-brand offering cookware, utensils, serving ware, table accessories, and textile products for kitchen use under the Local Chef collection.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• VoyadocoreTechnology or IntegrationMarketing automation system provider used by Hemtex for Club Hemtex customer loyalty program management. Data processing agreement in place.
• AvensiacoreTechnology or IntegrationCRM partner providing customer relationship management technology for Club Hemtex. Data processing agreement in place.
• Meta (Facebook and Instagram)majorGTM or Marketing PartnerDigital advertising partner for targeted marketing campaigns to Club Hemtex members. Used for personalized ads in member's digital channels.
• Google (Google, YouTube)majorGTM or Marketing PartnerDigital advertising and analytics partner. Google Analytics used for website traffic analysis with IP anonymization.
• Schibsted (Aftonbladet, etc.)minorGTM or Marketing PartnerAdvertising partner for digital marketing campaigns in Swedish digital media network.
• SnapchatminorGTM or Marketing PartnerDigital advertising partner for reaching younger demographics through Snapchat platform.
• TikTokminorGTM or Marketing PartnerDigital advertising partner for short-form video marketing campaigns.
• PostNordcoreChannel Partner/ Reseller/ DistributorPrimary logistics and delivery partner providing home delivery and parcel pickup point services throughout Sweden.
• KlarnacoreTechnology or IntegrationPayment solution provider enabling invoice and installment payment options for Hemtex customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Muji: Japanese-headquartered retailer offering a broad lifestyle assortment including home textiles, kitchenware, and storage. Overlaps with Hemtex in textiles and home goods, but operates at broader lifestyle-store scale rather than home-textile specialization.
• IKEA: Global home furnishings giant with a strong Nordic footprint. Overlaps with Hemtex across bedding, curtains, cushions, towels, and kitchen textiles, but operates at vastly greater scale with a much broader product portfolio.
• Åhléns: Swedish department store chain with a meaningful home-textile and interior-décor department. Overlaps with Hemtex in bedding, bathroom, and kitchen textiles but offers a much broader assortment spanning fashion, beauty, and home.

Direct peers

• Lagerhaus: Swedish home furnishings and textiles retailer offering Scandinavian-designed home goods, kitchen items, and decorative accessories. Directly comparable in terms of Swedish customer base, brick-and-mortar presence, and home-textile category focus.
• H&M Home: Home textiles and interior décor retail concept spun out of H&M, offering bedding, curtains, cushions, and kitchen textiles at accessible price points. Directly competes with Hemtex for style-conscious Nordic consumers shopping across channels.
• Zara Home: Inditex-owned home textiles and décor retailer. Comparable assortment (bedding, table linens, bathroom textiles, decorative accessories) and target customer (fashion-aware home shoppers), with overlapping Nordic retail presence.
• Ellos: Swedish online-first home and fashion retailer with strong presence in home textiles (bedding, curtains, kitchen textiles). Comparable target customer and category focus, though Ellos is more digitally native and less store-heavy than Hemtex.
• Kid Interior (Kid ASA sister brand): Norwegian home-furnishing retail chain operating under the same Kid ASA parent as Hemtex. Same group ownership, comparable home-textile category focus, but operates primarily in Norway rather than Sweden — closest internal comparable for Hemtex.
• JYSK: Danish-founded home furnishings and textiles retailer with extensive Nordic store presence. Directly comparable to Hemtex in product category (bedding, curtains, cushions, towels), customer base (mass-market Nordic consumers), and omnichannel model.
• Nordic Nest (formerly Royal Design): Nordic online retailer specializing in premium Scandinavian home textiles, décor, and design brands. Comparable category focus and Nordic customer base, but skews to a higher price point and design-led positioning than Hemtex.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hemtex
• LinkedInlinkedin.com/company/81813
• Instagraminstagram.com/hemtex
• Pinterestpinterest.se/hemtex

Compliance3 records

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 Hemtex Ab