Share of proprietary brands continuing to grow

BHG's proprietary brand, Bathlife, grew 35% in the last 12-month period and currently holds a leading position for bathroom products in Sweden, while its market share is growing rapidly in other Nordic countries. During the period, Bathlife generated around SEK 150 million in sales and, in March 2020 alone, installed over 8,000 bathroom products in Nordic homes. Together with other proprietary brands, the increase in sales means that the share of BHG's proprietary brands in the DIY segment now exceeds 20%. 

Adam Schatz, President and CEO of BHG, comments: "Our fantastic team has once again demonstrated that strong brands can be built through cost-efficient product development, leading design and digital marketing. Bathlife started in 2015 as a proprietary brand on Bygghemma.se and, in a short time, has become one of the leading brands in the value-for-money segment. Our position as the Nordic region's leading online retailer contributed to the rapid growth of our proprietary brands. This, together with the broadest offering of well-known external brands in the market, our digital dominance and a palette of complementary infrastructure and services - our showrooms, our own delivery and installation services - make up `the BHG Ecosystem': our complete customer offering."

The share of proprietary brands in the Group exceeded 50% in March. Just over 20% of the DIY segment included proprietary brands, and the equivalent figure for the Home Furnishing segment was around 90%.

"We believe that our market-leading online product range strikes a healthy balance between leading external brands and affordable proprietary brands. We will continue to increase our total product offering from today's level of over 800,000 products, and to expand our service offering," says Adam Schatz.

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

Johan Hähnel, Head of Investor Relations
Tel: +46 (0)70 605 63 34. E-mail: johan.hahnel@bygghemmagroup.se

The information was submitted for publication, through the agency of the contact persons set out above, at 8:00 a.m. CEST on 11 May 2020.

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 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 over 800,000 unique products and encompassing a complete offering within DIY, leisure, furniture and furnishings.

The Group includes over 85 online sites - including sites like www.bygghemma.se www.trademax.se www.chilli.se and www.furniturebox.se - 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 1,500 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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