Scandinavian home brand Hemtex expands to Germany with Plan.Net Group

Working together as an international, interdisciplinary team was ultimately the deciding factor: The Plan.Net Group will support Hemtex in its expansion into Germany. Following a soft launch phase, the Scandinavian interior chain’s e-commerce shop is set to be available in autumn 2025.

Hemtex represents Scandinavian living and lifestyle, timeless design at affordable prices and seasonal furnishing trends. Founded in Norway in 1937, the brand is now part of the Kid ASA Group and is the largest interior and textile retailer in Scandinavia with around 280 shops in Norway, Sweden, Finland and Estonia.

Following successful expansion into neighbouring countries, the brand is now set to launch in Germany – its first outside Scandinavia and the Baltic states. The Plan.Net Group has put together a team with both market expertise and a deep cultural understanding. The team also combines all disciplines for successful expansion: in addition to consulting, the team is responsible for media strategy and planning, search strategy including SEA and SEO optimisation, as well as marketing strategy.

Jens-Christian Jensen, Chief Strategy Officer Plan.Net Group: "We are very much looking forward to the task of supporting Hemtex with its market entry in Germany and establishing it as a successful brand here as well. With our market expertise and the cultural knowledge of our team, we are the ideal partner for this step. It also proves that by strengthening our global sales activities and tech partnerships, we have the best set-up to support both German-based companies with their international expansion, and companies from local markets in their entry into Central Europe.”

Ninni Helgø, Head of Marketing, Hemtex Germany: “With Plan.Net, we have exactly the right partner at our side for our expansion into Germany. The team has managed to translate our brand identity, characterised by our Scandinavian roots, into a brand story that is suitable for the German market, forming the basis for our market entry and differentiating us from the competition.”

In addition to the Plan.Net Group, other Serviceplan Group agencies are also involved in the project: Mediaplus Performance is responsible for the media activation and search strategy, while Serviceplan NEO is responsible for setting up and operating the social media channels for the German market.

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www.hemtex.se

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