BHG Group
BHG Group is a Swedish publicly listed e-commerce group focused on home improvement, home furnishings and related consumer categories.
Last updated September 25, 2026
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Overview
BHG Group is a Swedish e-commerce group whose portfolio serves customers shopping for home improvement, home furnishings and related categories. The company describes itself as the Nordic region’s leading e-commerce company and a major European player in DIY and home furnishings. It sells through a portfolio of online brands and destinations, supported by physical destinations, giving customers different ways to shop while bringing the group together across its brands. The company says it was founded in 2012. Its official overview describes three business areas: Home Improvement, Value Home and Premium Living. The group reports more than 100 online destinations, over 1.7 million products for sale and a presence in more than 25 countries. Its Nordic region is its core market; it also says it is building its position in Europe and growing in selected Asian markets. The Swedish Wikipedia excerpt names online destinations and businesses associated with the group, including Bygghemma, Nordic Nest, Taloon, Trademax, Furniturebox and LampGallerian, and notes other businesses within Nordic Nest Group. These examples illustrate the breadth of the portfolio rather than a complete current brand roster. BHG presents itself as a technology- and data-driven group that develops its platforms and online destinations around changing customer needs. Its stated business rationale is to benefit from the continued shift of shopping from offline to online in categories where online commerce remains underpenetrated. The company also highlights the use of AI alongside its category expertise and retail experience to improve efficiency and the customer experience. BHG Group is a Swedish public limited liability company governed by Swedish law and subject to Nasdaq Stockholm’s issuer rules and the Swedish Corporate Governance Code, as described on its governance page. The supplied Wikipedia excerpt says the company has been listed on Nasdaq Stockholm since March 2018. The current official About page reports net sales of SEK 10.6 billion and 1,550 employees in 2025; these are company-reported figures for that year. The supplied sources identify Malmö as the group’s headquarters and name Gustaf Öhrn as CEO in the Swedish Wikipedia excerpt, which says he became permanent CEO and group president at the end of 2022 after serving as acting CEO from August 2022.
History
BHG Group’s corporate history begins in 2012, when the group was established through a merger of three e-commerce businesses, according to the supplied Swedish Wikipedia excerpt. The businesses named in that account are Taloon, Bygghemma.se and Trademax. The same excerpt gives earlier starting points for those businesses: Taloon was founded in Riihimäki, Finland, in 2004; Bygghemma.se began in Oskarshamn in 2006; and Trademax was founded in Helsingborg in 2008. These dates relate to the constituent businesses, not to BHG Group itself. After the group’s formation, the company opened an office in Malmö in 2012. The supplied account says it grew through both the creation of new proprietary e-commerce destinations and acquisitions. This portfolio-based approach is reflected in the group’s current description of a broad family of online brands and destinations, supported by physical destinations. The official Brands page says this structure lets customers shop in an arena of their choosing while allowing BHG to build scale across web traffic and visits. The supplied Swedish Wikipedia excerpt says BHG began selling services through Svensk Installationspartner in 2018. It also states that BHG Group was listed on Nasdaq Stockholm in March 2018. The available material does not provide further detail about the listing transaction or the company’s ownership at that time. In 2020, the company changed its name to BHG Group, according to the supplied Swedish Wikipedia excerpt. The group’s subsequent public profile has been that of a Swedish listed e-commerce company focused especially on home furnishings, garden products and building materials. The excerpt describes more than 100 e-commerce sites and over 70 stores and showrooms, and names several of the group’s destinations and businesses. Those counts and portfolio descriptions are attributable to that excerpt and should not be taken as a guarantee of the current portfolio composition. The current official About page describes BHG as a Nordic e-commerce leader and a strong European player in DIY and home furnishings. It identifies Home Improvement, Value Home and Premium Living as the group’s three business areas, and reports more than 100 online destinations and over 1.7 million products for sale. The company says the Nordic region remains its core market while it continues establishing a European position and growing in selected Asian markets. It also describes its operating model as technology- and data-driven, with ongoing development of its platforms and online destinations. The company’s current strategy statement connects its growth opportunity to the continuing movement of commerce from offline to online in categories it considers underpenetrated. It also says AI can strengthen the forces behind e-commerce growth and describes applying AI together with category expertise and retail experience to improve efficiency, customer experience and competitive advantages. These are the company’s stated strategic views, rather than independent performance assessments. BHG identifies itself as a Swedish public limited liability company. Its governance page says the company is governed by Swedish law and follows Nasdaq Stockholm’s Rule Book for Issuers and the Swedish Corporate Governance Code, with the Code’s stated follow-or-explain approach. The supplied Swedish Wikipedia excerpt names Gustaf Öhrn as CEO and says he became permanent CEO and group president at the end of 2022 after serving as acting CEO from August that year. The current official About page reports 2025 net sales of SEK 10.6 billion and 1,550 employees.
Products and positioning
A Nordic-led, technology- and data-driven e-commerce group spanning home improvement and home furnishings, with a portfolio of online brands and physical destinations and ambitions to grow further in Europe and selected Asian markets.
Home Improvement
One of the three business areas identified on BHG’s official About page.
Value Home
One of the three business areas identified on BHG’s official About page.
Premium Living
One of the three business areas identified on BHG’s official About page.
Brand decisions
- 2020 corporate name changeOther
Sources6 sources
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