sold to

December 2017

Proffsmagasinet: high-growth online hardware store challenging existing B2B distributors

"As an advisor, Stella EOC succeeded in creating great interest for both the sales process and the company. Through the project and the good co-operation we reached a good and successful outcome for all involved."

Eric Severin, CEO of Shortcap



Last 12 months’ Revenues

SEK 260m+

SKUs Offered



Stockholm, Sweden

The Nordic region’s leading online professional hardware store

Primarily targeting the B2B market, Proffsmagasinet is a rapidly growing pioneer in the online market for professional hardware, selling products such as tools, gauges, laser instruments and personal protective equipment.

With unrivalled product expertise and excellent customer service, as well as a broad and deep product assortment, Proffsmagasinet has established itself as a market leader within a niche segment. Moreover, over the past 10 years the company has built up a strong profile and a good reputation with its customer base.

The company has grown exponentially in Sweden since it was established in 2007, in addition to expanding operations into Norway and Finland and acquiring online competitor Verktygsproffsen in February 2017.

Proffmagasinet was previously owned by Swedish private equity company Shortcap and the founder.

Ahlsell acquires 100% of the shares in Proffsmagasinet following a competitive process

Through this acquisition Ahlsell strengthens its position within the online market space, benefiting from Proffsmagasinet’s experience of digitalisation, both enhancing their knowledge of e-commerce and meeting the needs of professional customers.

Ahlsell is the Nordic region’s leading distributor of installation products, tools and supplies for installers, construction companies, facility managers, industrial and power companies and the public sector. Their unique customer offering covers more than one million individual products and solutions. The Group has a turnover of approximately SEK 27 billion, over 5,000 employees and is listed on Nasdaq Stockholm.

Following the sale, Proffsmagasinet will be run as a separate company within Ahlsell.

Stella EOC acted as sole advisor to the sellers.