Overview
Motonet is a Finnish chain of large stores and an online shop that sells car and motorcycle parts and accessories, tools, boating and fishing gear, and home and leisure products. It has more than 40 stores across Finland, plus stores in Estonia and Sweden, and sells online at motonet.fi. Motonet describes its concept as twelve specialist shops under one roof. For a brand in automotive, tools, outdoor, fishing or DIY, Motonet is one of the most important specialist retailers in Finland.
Who is behind Motonet
Motonet started in Turku in 1990 and has been part of Broman Group since 2007. Broman Group is a Finnish family company from Joensuu, founded in 1965 by Väinö Broman as a car and spare parts business, and it celebrated its 60th anniversary in 2025. The group's other businesses include the spare parts chain VaraosaMaailma. In 2025 Broman Group's revenue passed half a billion euros for the first time, at EUR 515.6 million, up about 7%. Motonet Oy's revenue grew to EUR 452.5 million.
Expanding into Sweden and Estonia
Motonet has had a store in Tallinn, Estonia, since 2016, where sales were EUR 7.8 million in 2025. Its bigger international push is Sweden. Motonet opened its Swedish online shop and its first Swedish store in Sundsvall, and opened six Swedish stores in 2025 alone. Swedish sales grew from SEK 110 million in 2024 to SEK 279 million in 2025, and a store in Växjö is set to open in spring 2026.
What the shopper sees
Motonet's stores are large, with a wide range and low prices, aimed at drivers, DIYers, boaters, anglers and people who fix things themselves. Many stores also have spare parts counters for car owners and workshops. Motonet was named Finland's best sales organisation in 2022.
How brands can work with Motonet
Motonet is a retailer, not an open marketplace. It buys products from suppliers and sells them in its stores and online shops in Finland, Sweden and Estonia. A brand approaching Motonet should be ready with:
- Products that fit one of Motonet's specialist areas, such as car care, tools, boating, fishing, outdoor or home.
- Competitive pricing for a value-focused, high-volume retailer.
- Finnish and Swedish product content and packaging, especially as Motonet grows in Sweden.
- EU product compliance for the category, for example for electrical products, chemicals or batteries.
- Reliable supply into Finland for a large store network and online orders.
Why Motonet matters for brands
Motonet is a well-known name for Finnish drivers and DIYers and is now building a presence in Sweden. One retail partner can give a brand nationwide store coverage in Finland and a growing route into Sweden.
How eBrands looks at Motonet
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you want to see how Motonet could sit alongside the channels you already use, we are happy to talk it through.
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