Plan.Net Group Behind Hemtex’s Expansion into Germany

Hemtex is taking the step beyond Scandinavia and the Baltics, launching its e-commerce offering on the German market via hemtex.de. Drawing on local brand insights, Plan.Net Nordics has supported the development of Hemtex’s core brand values for the German market, in close collaboration with colleagues from Plan.Net Group in Germany. A strong example of how local expertise combined with global capabilities can unlock new growth opportunities.

The expansion marks an important strategic milestone for Hemtex and its owner, Kid ASA, and is being driven by a digital-first approach. By starting with an e-commerce-led pilot, the company can test, learn and optimize its presence in one of Europe’s most competitive retail markets, ahead of potential further investments.

Plan.Net Group has played a key role in enabling the launch. Together with Hemtex, a cross-functional team has developed a brand platform tailored to the German market, along with a media and digital growth strategy. The work has spanned everything from positioning and storytelling to planning and optimizing digital presence and performance.

Germany represents a significant opportunity for Hemtex, where interest in Scandinavian design is strong – while also being a highly competitive market. By working in a data-driven and step-by-step way, the foundations are being set for sustainable and profitable growth.

The pilot launch in Germany is not a standalone initiative, but an investment in future growth. Insights from the German market are expected to support further development across e-commerce, marketing and customer experience—both locally and internationally.

Today, Hemtex is one of Scandinavia’s leading players in home textiles, interior design and furniture, with over 270 stores across Sweden, Norway, Finland and Estonia. With the launch in Germany, the next chapter of the brand’s international journey begins – with Plan.Net Group as its partner.