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Byggmax restructures Skånska Byggvaror with the garden as the focus

Skånska Byggvaror currently has 14 showrooms in Sweden and Norway. Photo: Creative Commons, creativecommons.org

Skånska Byggvaror currently has 14 showrooms in Sweden and Norway. Photo: Creative Commons, creativecommons.org

Byggmax is taking action to shake up Skånska Byggvaror, its problematic subsidiary acquired in 2015. The primary aim is to streamline the product assortment and concentrate on what the company says is the profitable business centred on the core categories of garden-related buildings, thus conservatories and greenhouses, and related accessories for the garden. By doing this the intention is to become "a modern leader within 'garden living'," according to Mattias Ankarberg, CEO of the Byggmax Group.

In return, Skånska Byggvaror will reduce sales of less profitable non-core products in the future. In a first step this will be executed through reduced marketing and product exposure. Non-core product categories include doors, windows, garage doors, filing cabinets, bathroom installations, saunas, storage and closets. Efforts to broaden the business in the last few years have been coupled with increased complexity, higher costs, and less focus on developing the core business, according to a press release.

Byggmax has also announced investments designed to build best-in-class e-commerce capabilities and to strengthen the product portfolio of own design products with in-core categories such as conservatories and greenhouses.

Skånska Byggvaror is an online-based Nordic distance retailer in the DIY market for refined building products. The business model is characterised by a high proportion of products under its own brand. In addition to the online sales channels, the company currently has 14 showroom stores in two markets, with ten stores located in Sweden and four in Norway.

|19 January 2018


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