.png)
Overview
BHG Group is the Nordic region's leading online retailer for home improvement and home furnishings. It runs around 100 online shops under brands such as Bygghemma, Trademax, Nordic Nest, Hylte, Taloon, Furniturebox and Chilli, selling everything from building materials and garden products to furniture and Scandinavian design. For a home, garden or DIY brand, BHG is one of the most important online routes into the Nordic market.
Who is behind BHG Group
BHG Group, originally Bygghemma Group, was founded in 2012, is headquartered in Malmö, Sweden, and has been listed on Nasdaq Stockholm since 2018. It has about 1,700 employees, and around 60% of its sales come from Sweden. After three difficult years, BHG returned to organic growth of about 9% in 2025. In the fourth quarter of 2025 net sales rose 5.3% to SEK 3,037 million. Analysts estimate that BHG has about 11% of the Nordic online market in its categories.
Three business areas
- Home Improvement, with DIY brands for Nordic customers such as Bygghemma, Taloon and Hylte.
- Value Home, with affordable furniture and home brands for price-conscious European customers, such as Trademax and Furniturebox.
- Premium Living, led by Nordic Nest, which sells Scandinavian design. Nordic Nest's order intake passed SEK 500 million in November 2025 for the first time, and it opened its first store outside Sweden, in Hamburg, in October 2025.
How brands can work with BHG
BHG works with suppliers and brand partners who sell through its online shops. It is also growing its own brands. A brand approaching BHG should be ready with:
- Products that fit one of BHG's shops and business areas.
- Nordic product content in Swedish, Norwegian, Danish and Finnish.
- Logistics into the Nordics, including for bulky products.
- Competitive pricing, especially for the Value Home shops.
- EU and Nordic compliance for the category.
Why BHG matters for brands
BHG reaches Nordic shoppers across many specialist shops, so one relationship can cover several countries and customer segments.
How eBrands looks at BHG Group
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you have a home or garden brand and want to see how BHG could sit alongside the channels you already use, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.