We previously reported on Clas Ohlson's strong year-end report, where e-commerce sales for the full year totaled SEK 2.57 billion. Now, the annual report provides a deeper insight into how this growth is actually orchestrated operationally.
Store 250 Has Opened – And Acts As An E-commerce Hub
Clas Ohlson recently opened its 250th store, located at E-center in Söderhamn. There was great interest ahead of the opening, and eager customers queued outside the entrance. Andreas Helgesson, Country Operations Manager, emphasized in connection with the opening that the company has opened 30 new stores in the last three years alone and that the new milestone is fantastic.
But the large store network is not only for physical retail, but is now a cornerstone of the digital business, which accounts for 21 percent of the group's turnover.
The development of e-commerce is happening in close collaboration with the store network, which provides faster deliveries regardless of whether the customer chooses home delivery or to pick up in store. In the recent annual report, the company specifically states how large a part the stores constitute of the logistics apparatus:
Development is taking place together with the store network and approximately half of the product flow from e-commerce is distributed in one way or another via our stores.
Andreas Helgesson took the opportunity to highlight the omnichannel strategy in connection with the store opening in Söderhamn:
Our store network is an incredible asset for us. With stores from Trelleborg in the south to Alta in Northern Norway, we are often close to our customers, which also provides extra accessibility to our e-commerce, says Andreas Helgesson.
Exclusive Product Launches And Cross-Selling
To continue driving e-commerce forward quickly and profitably, the company is working with unique product launches online. As part of the e-commerce investment, Clas Ohlson has launched many new products that are sold exclusively online.
In addition, clear synergies are seen between the group's various brands. Ehandel.se recently reported on how the subsidiary Batteriexperten celebrates 20 years by expanding in Europe. But Batteriexperten is not only taking market share abroad; selected products from Batteriexperten are now also offered directly in Clas Ohlson's own sales channels to further strengthen the customer offering.
However, to be able to handle the growing volumes of e-commerce and meet customers' increased demands for fast deliveries, more than just stores are required. The company has therefore decided to invest heavily in logistics and is now investing between SEK 400 and 450 million in a new automation solution in the distribution center in Insjön. Construction is already underway and the expansion is expected to be completed in the second half of 2027.