Ställningsprodukter is experiencing rapid growth. As the books for 2025 are now closed, it is clear that the e-commerce retailer from Västra Frölunda has significantly stepped up its operations. Net sales landed at 51.8 million Swedish krona, a strong increase from last year's 42.8 million. At the same time, operating profit grew to 8 million krona, up from 7.1 million.
According to Emil Krantz Wiklander, CMO and partner, the recipe for success is a deeply rooted digital identity in an otherwise often traditional and conservative industry.
We are not a traditional building materials supplier that happens to have a webshop. E-commerce is at the core of the business, and around that we have built warehousing, logistics, technical expertise and personal service.
CEO Acted as Mover
The strong growth has required more space, which recently led to a major warehouse move. But instead of hiring expensive external services, the company relies on a strong "can-do" mentality. It even went so far that the company's CEO, Ulf Krantz, stepped behind the wheel.
During the move, we did a lot ourselves, from the actual warehouse move to building and adapting the new premises. It took a lot of time and naturally meant that other parts of the business had to take a back seat for a period. For example, Ulf, our CEO, has a truck driving license, so instead of hiring the service, we rented a truck. There were many trips back and forth, but it was extremely cost-effective!
The unpretentious attitude permeates the entire business and creates a strong community among employees.
We are still an entrepreneur-driven family company with short decision-making paths and an organization where everyone is prepared to help where needed. If necessary, you'll find all office staff on the floor packing orders. That's the culture we've established, which the staff has also adopted.
Blurring the Lines Between B2B and B2C
When it comes to the customer base, the company sells to both businesses and private individuals, something that often requires completely different sales strategies. At Ställningsprodukter.se, however, they see it from a slightly different perspective.
We actually differentiate surprisingly little between B2B and B2C. Behind the screen there is still a person, and we believe that even a professional purchaser appreciates the same things as a private individual: that it should be fast, clear and simple.
To facilitate the customer journey, they have chosen to invest heavily in moving material, which is a new approach in the industry.
Therefore, we produce a lot of our own material where we show and explain the products in an educational way, often from our showroom where we have the opportunity to demonstrate them in reality. We have also hired staff in-house for content this year, which I don't think is that common in our very traditional industry.
Making Mistakes in Denmark
With the Swedish market under good control, attention is now also turning beyond the country's borders. The establishment in Denmark is progressing and currently serves as an important testbed for future adventures.
We see the establishment as a way to learn. We jokingly say that we will make our mistakes in Denmark. We can then take those experiences with us when we look at further markets, which is next on the agenda here during Q4.