The e-commerce company, which operates under the name Staypro outside of Sweden's borders, targets both professionals and DIY enthusiasts. Now, a new distribution strategy is being rolled out to enable direct deliveries in the Nordic countries, with the exception of Iceland.
Finland is the first market where products are now shipped from a local warehouse, which is estimated to shorten delivery times by one to two days to the end customer. The updated logistics mean that the company is intensifying competition against both dedicated building retailers such as Bygghemma, Byggmax and K-Rauta, as well as broader retail companies like Clas Ohlson and Biltema.
We see a strong opportunity to grow further in the Nordics through this initiative. Through local warehouses, we can take the next step and build a more local offering and a stronger delivery promise without losing the breadth and e-commerce expertise that Proffsmagasinet has already established, says Mikko Ollinen, CEO of Proffsmagasinet.
Growing market and increased profit
The Swedish e-commerce market saw growth of 10 percent in 2025, with building and interior design specifically highlighted as expanding categories. For Proffsmagasinet, this trend is reflected in the company's latest annual report.
In 2025, the company's turnover increased by almost 3 percent to SEK 867.5 million, compared to SEK 845.8 million the previous year. At the same time, margins were strengthened as operating profit increased by 26.5 percent to SEK 51 million, up from SEK 40.3 million the previous year.
We aim to become one of the leading players in our category in the Nordics. We see enormous potential in more consumers choosing to shop for their building and renovation products online. We believe we can grow faster than the market through our offering of dedicated e-commerce, high competence and a personal approach that positions us perfectly to be the DIY enthusiast's obvious choice, says Mikko Ollinen.