Story House Egmont establishes new e-com group within Home & Kitchen

Egmont has several leading e-com companies within home, interior, lightning and kitchen: Royal Design, Rum21, Bagaren och Kocken and Andlight. After a long period of considerable growth, the market has turned tougher during the last couple of years which requires adaptation and coordination. 

– We have had a dialogue with the companies’ directors about how to strengthen our competitiveness, offer our customers better products and services, and improve the awareness of our suppliers’ brands. By establishing Egmont LivingNordic, we take a new strategic step to effectively benefit from our companies’ common strengths and meet the needs of the future, Cato Broberg says, CEO of Story House Egmont’s e-com and chairman of the board in Bagaren och Kocken and Royal Design.

Heading the new group will be in the hands of Bagaren och Kocken’s CEO, Charlotta Svarfvar.

– I am proud to receive this assignment of trust, leading the new group. I look forward to continuing my job working together will all these fantastic and committed colleagues and suppliers. With this new structure we will become even stronger, and together, we will continue developing our brands and anchor our position as market leading and category experts, Charlotta Svarfvar says. 

Nanna Hedlund did not want a role in the new group, but she wants to contribute to the merging process and ensure a strong progress in the transformation of Royal Design Group. After a prosperous relaunch of Royal Design this August, she has therefore chosen to leave the company and her role as CEO. 

– It has been an exciting time in Royal Design Group, and I am very proud of the comprehensive cost reduction we have made together with the offensive work, building up a ”Royal Design 2.0”, ready for a strong international growth. And we experience a positive development since the relaunch recently. Therefore, the timing is right to warmly hand over a considerable stronger Royal Design Group, taking it to its next chapter, Nanna Hedlund says. 

– We have had a good process with Nanna and Charlotta, and together we have agreed on the new structure. We have agreed that this will contribute to even better conditions and will strengthen our positions in a demanding marked, and at the same time create a stable platform for growth and profitability on a long-term basis. It feels safe that we follow the same strategy as our other companies in our e-com area, which we also carried through a couple of years ago within our Outdoor segment, Cato Broberg concludes.

The companies’ offices, physical shops and warehouses will not be affected by the changes.    

The changes will be effective from 1 October 2024. Nanna Hedlund will stay in a supportive roll during the transition period this autumn.

Footnote: Within the Outdoor area, Story House Egmont has previously established the group Outnordic, consisting of the companies Outnorth, Fjellsport and Skitt Fiske. 

About Story House Egmont

Story House Egmont, part of the Nordic media group Egmont, runs a comprehensive e-com activity with nine market leading companies within different strategic niche areas. Our e-com companies offer products of high quality for the modern consumer and inspire to new experiences and communities in a large scale from outdoor, beauty, kitchen equipment and interior, to health and kids’ products. The activities include the companies Jollyroom, Royal Design, Bagaren och Kocken, Outnorth, Garnius, Fjellsport, NiceHair, Med24 and Skitt Fiske.