The parent company Kid ASA announces the launch of Hemtex in Germany via the online store Hemtex.de. The establishment marks the group's first step outside its current geographical markets.
The initiative is being made through a so-called "Digital First" strategy. The aim is to test, learn and evaluate the market with a scalable e-commerce model and controlled investment pace to minimize financial risks.
Germany represents a large and attractive market, where Scandinavian design is highly valued, but also a market with high competition. Our approach is therefore deliberate and gradual. We are entering with a Digital First strategy, which allows us to test, learn and optimize before potentially taking further steps. A digital pilot in Germany can be the start of something big, but if we do not succeed, we can easily withdraw without large investments remaining, says Marianne Fulford, CEO of Kid ASA.
Handled from Swedish Warehouse
Logistics and distribution to German customers will be handled via the group's Nordic central warehouse in Viared outside Borås, which was established in 2025. According to the company, the expanded capacity there has made it possible to supply customers in a wider European market.
The insights from the German launch are also expected to provide synergies for the rest of the group.
The pilot we are doing now is not isolated to one market. The experiences and optimizations from Germany will benefit the entire organization – especially within e-commerce, marketing and customer insight, says Marianne Fulford.
Hemtex is one of the leading players in home textiles, interior design and furniture in Scandinavia, with over 270 stores in Sweden, Norway, Finland and Estonia.