The deal involves BHG Group purchasing Hillerstorp from the investment company Midaq. The transaction will be carried out as an asset purchase and is expected to be completed during July 2026.
Over the years, Hillerstorp has established a sales model based on several pillars. The products are sold through building and hardware stores and retail chains, but the company also operates its own e-commerce platform where they offer both their standard range and an outlet.
On the platform, they now also sell services, specifically various consultation packages. These involve customers being able to book interior designers and architects through the e-commerce site to design their outdoor spaces.
The plan now is to integrate the brand into BHG's systems to reach an even wider audience.
The acquisition is a clear example of how we continue to implement our strategy of strengthening selected core categories through own brands and disciplined add-on acquisitions. Hillerstorp has a strong heritage and a well-established position within Swedish outdoor furniture. We see opportunities to further develop the brand through BHG's customer reach, digital sales channels and purchasing power, says Gustaf Öhrn, CEO of BHG Group.
Shrinking Turnover but Reduced Loss
Ahead of the ownership change, Hillerstorp has worked to restructure its operations to adapt to the market. The annual report for Hillerstorps Trä AB shows that sales have slowed down recently.
Turnover for the full year 2024 amounted to SEK 72.8 million, a decrease of approximately 12 percent compared to 2023. At the same time, operating profit amounted to minus SEK 11.4 million. This is an improvement of over 81 percent.
We are pleased that Hillerstorp is becoming part of BHG. BHG combines category knowledge with broad customer reach and a clear ambition to further develop the brand. We believe that this creates conditions for Hillerstorp's next phase, with opportunities to build on the heritage and product offering that has made the brand a popular choice among consumers, says Stefan Engdahl, CEO of Midaq.
Once the paperwork is completed, Hillerstorp will become part of BHG's business area within home improvement. The company's products are expected to continue to be sold through the e-commerce group's platforms.