Cervera has opened six new stores in the last five weeks, including in Halmstad, Skövde, Kungsbacka and Arninge. During the autumn, another four store establishments are planned, including in Vällingby and Karlskrona. Existing stores are also undergoing renovations to adapt to the company's updated concept.
Cervera's CEO, Hans Redig Bolin, comments on the latest month's establishments:
We have never in Cervera's almost 40-year history experienced anything like this, where the response from customers has been incredible and we have broken repeated sales records.
He states that the investment in physical retail is a conscious step for the company.
That we continue to open more stores is fully in line with our strategy and sends a clear signal that we believe in physical store retail, says Hans Redig Bolin.
Omnichannel and New Technology in Store
Despite the physical expansion, integration with e-commerce is a central part of the business model. According to the company, only just under ten percent of the total range is currently on the shelves in the store. The remaining part of the sales is driven by omnichannel solutions where staff sell goods from the central warehouse directly on the shop floor.
As part of developing the customer experience, Cervera is now running a pilot project in its store in Sickla, where customers can scan goods and pay directly in the Swish app to avoid traditional checkout queues.
This is another option for us to provide service in store to our customers, where we know that there are those who prefer this type of shopping experience, says Hans Redig Bolin.
Part of the Parent Company's Growth Plan
The high establishment rate is taking place at a time when Cervera's parent company, retail group Homeco, is preparing for a listing on Euronext Oslo Børs in the second quarter of 2026. As Ehandel.se previously reported, the group is valued at approximately 2 billion Norwegian kroner.
Homeco reported revenues of just over NOK 3.3 billion for 2025, with e-commerce and omnichannel accounting for 44 percent of sales. Homeco's CEO, Odd Sverre Arnøy, has previously confirmed that synergies between physical retail and e-commerce are the way forward for the group.
Growth and margin expansion will be driven by new store openings, expanded range and increased sales within e-commerce and omnichannel, said Odd Sverre Arnøy in connection with the announcement of the listing plans.
Homeco states that Cervera is expected to account for a significant part of the group's future expansion, and the plan is to maintain a similar opening rate of physical stores in Sweden in the coming years.