At the end of 2026, Puuilo will open the doors to its first warehouse at the Marieberg shopping area in Örebro. Now, the low-price retailer is taking the next step in its expansion. According to information from New Property and Market, a new lease agreement has been signed for a second Swedish store, this time at the Birsta shopping area outside Sundsvall.
The premises in Sundsvall have been vacant for some time after K-Rauta left the location, and the retail space covers approximately 3,300 square meters of the property's total 5,000 square meters. The establishment is expected to create around 13 new jobs when the doors open in early 2027.
We are proceeding step by step in Sweden and carefully selecting our locations. Birsta in Sundsvall is an established and attractive shopping area that provides a good commercial starting point for our business. This type of location supports Puuilo's concept well and our long-term growth in Sweden, says Puuilo CEO Juha Saarela in a press release.
There is also a good atmosphere among the property owner Tvättbjörnen regarding the lease, which has been brokered by New Property.
I am very pleased with this agreement. Firstly, we are filling just over half of the property, almost 5,000 square meters, with an operator that adds new business to the Birsta shopping area, and secondly, new jobs are being created in Sundsvall, says the property company's owner Stig Svedberg in a comment to New Property.
New Sweden Manager Looking for More Addresses
To lead the Swedish expansion, the company has recruited Venetia Messini as country manager. She most recently comes from the role of sales manager for wholesale within Coop Östra and has previous experience as country manager for the health chain Life and as regional manager at the building materials chain Jem & Fix.
She took office in June and has the task of building up the company's position in the Swedish market. According to Venetia Messini, Sundsvall is just the beginning of a larger establishment wave, and she confirms that the company is currently evaluating several new locations around the country.
Property advisor New Property reports at the same time that Puuilo has a stated ambition to open over 100 stores in Sweden in the long term.
Hidden E-commerce Ready for Launch
In parallel with the rollout of physical warehouses, the low-price chain is planning to enter the Swedish online market. Ehandel.se previously revealed that the company's Swedish website already contains a full-scale and ready-to-launch e-commerce platform in the source code.
The platform is built on Magento 2 and already has active integrations with the payment solution Svea Ekonomi, the search tool Algolia, and features for shopping cart and customer login. Everything indicates that the online store will be launched in connection with the opening of the first physical store in Örebro at the end of 2026.
Profitable Concept with Billion-Euro Turnover
Puuilo currently operates nearly 60 warehouses in Finland and has grown to become one of the country's leading low-price players. The range is broad and extends from building materials, tools and plumbing to garden, car care, pet products and groceries.
During the financial year 2025, the company had a turnover of 442 million euros, which corresponds to approximately 5 billion Swedish krona. Operating profit amounted to 75 million euros, giving an operating margin of 17 percent.
According to the company's own reporting, the business model is based on quickly achieving profitability, where new stores are generally profitable already one month after the premiere.