BHG Group acquires Hafa Bathroom Group, including the Hafa, Westerbergs and Noro brands

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BHG Group AB (publ) (“BHG”) is acquiring 94% of Hafa Bathroom Group, Sweden’s largest privately owned bathroom company with a market-leading online platform and three strong brands: Hafa, NORO and Westerbergs. BHG has thereby further strengthened its share of proprietary brands in the bathroom segment, with favourable opportunities for growth in the Nordic region. Hafa Bathroom Group’s sales in 2020, excluding sales through BHG channels, amounted to approximately SEK 200 million, with healthy profitability.

BHG’s President and CEO, Adam Schatz, comments: “Hafa Bathroom Group has a very strong organisation with a clear goal – to be the very best in the Nordic region when it comes to bathrooms. By becoming part of BHG, the company will gain a stronger foundation for pursuing growth in the bathroom fittings segment in Sweden, where Hafa Bathroom Group is already highly successful, as well as in the rest of the Nordic region. With this acquisition, we have taken yet another step in BHG’s focus on proprietary DIY brands and we very pleased that CEO Anders Hofstedt and his team will continue on their journey of growth as part of BHG.”

Hafa Bathroom Group primarily sells products under three brands, Hafa, NORO and Westerbergs, and serves all of the Nordic countries as well as in the Baltic countries. The Group’s goal is to offer the industry’s best digital platform in order to create business opportunities and added value for both customers and stakeholders in the area of bathroom fittings. While the Hafa series includes a broad range of high-quality bathroom products, Westerbergs specialises in bathtubs, massage baths and hot tubs. The full-service concept NORO, which was incorporated into Hafa Bathroom Group in 2017, includes products such as bathroom furniture, showers, bathtubs and mixers.

Martin Edblad, Head of Strategy and M&A, comments: “Hafa Bathroom Group is a company with a long and impressive history of growth and a strong online presence. This acquisition will give us access not only to well-established products in Scandinavian design but also to an organisation with extensive experience of working with industry-leading brands.”

Anders Hofstedt, CEO of Hafa Bathroom Group, comments: “BHG is a strong owner with highly ambitious growth targets and an entrepreneurial culture that is well suited to Hafa Bathroom Group. Together, we will create the conditions to increase our growth rate and thereby improve our profitability. We will continue to develop the business together with our external customers and by expanding through BHG’s channels, particularly in the Nordic region outside Sweden. Along with the rest of the management team, I look forward to developing Hafa Bathroom Group with BHG as our owner for a long time to come.”

CEO Anders Hofstedt and the management team of Hafa Bathroom Group will continue running the business from Halmstad, Sweden, and will retain ownership in the company. Hafa Bathroom Group will be consolidated into BHG Group’s DIY segment. The transaction is contingent on the customary regulatory approval. For further information, visit

For more information, please contact:
Adam Schatz, President and CEO of BHG Group
Tel: +46 (0)709 32 43 00. E-mail:

Johan Hähnel, Head of Investor Relations, BHG Group
Tel: +46 (0)70 605 63 34. E-mail:

The information was submitted for publication, through the agency of the contact persons set out above, on 6 April 2021.

About BHG
BHG is the number 1 consumer e-commerce company in the Nordics. We’re also present in most of Eastern and Central Europe. Our strong position in these markets makes us the largest European online pure-play within the Home Improvement space, meaning Do-It-Yourself and Home furnishings. With an ecosystem of online stores, supported by physical destinations and services, such as last-mile deliveries and installation, we offer the market’s leading range of well-known external and strong own brands, totalling close to 1 million unique products and encompassing a complete offering within DIY, leisure, furniture and furnishings.

The Group includes over 100 online sites – including sites like, and – and over 70 showrooms. We are headquartered in Malmö, Sweden, with operations throughout Europe. Our share is traded on Nasdaq Stockholm, under the ticker “BHG.”

The BHG brands employ more than 2,000 people, working every day to create the ultimate online shopping experience by combining an unbeatable product range with smart technology, leading product expertise and a broad range of services.





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