Clas Ohlson UK Expansion


About the brand

Clas Ohlson is a Swedish hardware store chain and mail-order firm that specialises in hardware, home, leisure, electrical and multimedia products. It is one of the biggest of its type in Scandinavia, with a total of approximately 180 stores.

In 2008, the company opened its first UK retail store in Croydon, South London and required advice on locations for .future expansion

Clas Ohlson UK Expansion

The Challenge/Task

  • Understand the key drivers of Clas Ohlson’s business model in Scandinavia
  • Translate this to the UK market
  • Identify the most suitable target locations with estimated turnover.


  • Classified the potential shopper and used this to create a UK demand surface.

  • Prioritised locations with high numbers of key shoppers

  • Used detailed knowledge on catchment potential to estimate site turnovers for the identified locations

  • Compared priority locations against existing portfolio stores and competitors in terms of turnovers, catchment size and key customer profiles

  • Delivered a suite of reports and supporting evidence to the UK team for incorporation into their recommendations to the main board in Sweden

The Result

The top 250 locations, in terms of estimated turnover, were used to create Clas Ohlson’s UK expansion strategy

The UK chain expanded from 1 to 13 stores

Outputs were used by marketing teams to assist launch activity.