July 15, 2025, 12:48 pm | Read time: 4 minutes
The Scandinavian home furnishings chain Hemtex is preparing to enter the German market with an online store set to launch in fall 2025. While Hemtex is already well-established in Sweden, Norway, and Finland, the brand remains largely unknown in Germany. This is reason enough to take a closer look at the company—from its history and product range to its strategy for the German market.
Overview
Origin and History of Hemtex
Hemtex was founded in 1973 in Sweden when 14 independent home textile retailers joined forces, according to their website. Over the following decades, the company became one of the leading providers of home textiles in Scandinavia. The brand was unified in 1990, and the first franchise system followed in 2000. Hemtex expanded to Finland in 2001 and added Estonia in 2007. Since 2008, the company has also operated an e-commerce shop.
After several ownership changes, Hemtex became part of the Swedish ICA Group in 2009, which fully acquired the company in 2015. Since 2019, Hemtex has been part of Norway’s KID ASA, a leading textile company in Northern Europe. Incidentally, KID ASA was founded in 1937, which often leads to confusion—but Hemtex itself was established only in 1973. Today, Hemtex operates several hundred stores in Sweden, Norway, Finland, and Estonia and is considered one of the largest interior and textile retailers in Scandinavia.
Now, Hemtex is taking another step: entering the German market. This marks its first international expansion outside Scandinavia and the Baltics. For the development of its e-commerce business, the company has enlisted the agency Plan.Net on board. The German online store is set to launch in fall 2025—accompanied by a comprehensive marketing and social media strategy.
What Does Hemtex Offer?
Hemtex’s product range primarily includes home textiles such as bed linens, curtains, towels, cushion covers, and rugs. The assortment also features beds, sofas, and various furniture pieces. The offering is further complemented by smaller home accessories and seasonal decorative items. The focus is on functional products for bedrooms, living rooms, and bathrooms.
Stylistically, the range is inspired by Scandinavian design elements: understated colors, simple shapes, and textile materials. A large portion of the items is produced as private label products. In addition to the standard range, thematic collections are regularly released, such as for seasons or holidays.
Hemtex positions itself in the mid-price segment, targeting customers who value functional home textiles with understated design. The emphasis is on clear, Scandinavian-influenced designs and a range that also caters to everyday living needs. In Scandinavia, the company is considered one of the largest providers of its kind. In the German market, Hemtex will soon face established competitors like Ikea, H&M Home, Depot, and Søstrene Grene.
Strategy for the German Market
In fall 2025, Hemtex plans to launch its own online store in Germany. This would be the company’s first market entry outside Scandinavia and the Baltics.
A purely digital distribution is planned. The brand’s promotion will be carried out through search engine advertising and social media. Hemtex is following the pattern of past expansions but will encounter a well-established market in Germany with strong competition in home textiles and interior products.
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Can Hemtex Compete with Ikea and Others?
With its planned market entry in Germany, Hemtex is entering an already crowded segment. Providers like Ikea, H&M Home, Depot, and others are well-established in the furniture, home textiles, and decoration sectors and have high brand recognition. Initially, the launch of its own online store is planned for fall 2025. Whether and in what form physical stores will follow is not yet known.