Nordic region’s leading home textile chain

Hemtex is the Nordic region’s leading home textiles chain, a position that Hemtex has achieved through a strong local presence, an attractive customer offering and an efficient value chain. Hemtex’s target group are persons wanting to establish, refurbish and beautify their homes.

Since the start in 1973, Hemtex has developed into the Nordic region’s leading retail chain for home textiles.

By April 30, 2009, there were 223 Hemtex stores in Sweden, Finland, Denmark, Norway, Estonia and Poland. Of the stores, 193 are owned by the Hemtex Group and 30 by franchise holders. During the 2008/2009 fiscal year, a total of 21 new stores were established, including 14 by the Group and seven in cooperation with franchise holders. Seven stores were opened in Sweden, four in Finland, three in Norway and three in Denmark, while two new stores were opened in each of the markets in Estonia and Poland. During the same period, three stores were discontinued.

During the 2008/2009 fiscal year, sales at the consumer level (including franchise stores) declined by 14.5% to SEK 1,431 M (1,674), excluding value-added tax. The Hemtex Group’s net sales declined by 13.5% to SEK 1,391 M (1,608), while operating earnings declined to a loss of SEK 32.5 M (profit: 141).

Four product areas

Hemtex’s offering is based on an attractively priced and functional range of high-quality textile products. The product range is largely the same in Hemtex stores in all six countries, which creates synergies. To increase the efficiency of operations and to offer customers the best possible service and inspiration, Hemtex’s product range is divided into four product areas: Bedroom, Bathroom, Windows and Dining & Entertaining. All product areas are supplemented by non-textile home accessories.

Strength factors

Successful business model

Efficiency and control throughout the entire value chain create the conditions for competitive customer offerings. Hemtex stores have two operating forms: proprietary stores and franchise stores. Regardless of the operating form, the stores are operated according to Hemtex’s concepts and guidelines.

Strong brand in combination with a market-leading position

Hemtex is the market leader in the Swedish home textile market with a market share of 26.4% (28.4) during the 2008 calendar year. The closest competitors accounted for 12.0% and 10.4%, respectively. Hemtex estimates that the Group’s total market share within home textiles in the Nordic region amounts to approximately 9%.

Focus on home textiles:

Hemtex is the Nordic player that offers the broadest range of home textiles. The company has few true competitors in the market.

Strong product range:

Hemtex offers attractively priced and competitive products that appeal to many people.

Strategic store locations:

Hemtex stores are found in attractive locations near major customer flows and other stores that attract customers.

Financial strength:

Hemtex has a strong financial position, which creates prerequisites for growth with profitability.

Share of sales and number of stores per market