Boozt
Boozt AB (listed on Nasdaq Stockholm and Nasdaq Copenhagen) · Sweden
Boozt is a Nordic online department store headquartered in Malmö, Sweden, and operated by the listed company Boozt AB. It sells fashion, kids, sport, home and beauty products from more than 1,000 brands across much of Europe. It matters as one of the largest e-commerce companies in the Nordic region.
| Founded | 2007 |
|---|---|
| Owner | Boozt AB (Nasdaq Stockholm and Copenhagen) |
| Chief executive | Hermann Haraldsson (since 2011) |
| Headquarters | Malmö, Sweden |
| Model | Multi-brand online department store |
| Segment | Digital-native and DTC brands |
| Website | boozt.com |
What is Boozt?
Boozt is a multi-brand online department store. Its own website describes it as the Nordic department online store and says it offers more than 1,000 brands within fashion, kids, sport, home and beauty. The business is operated by Boozt AB, which is headquartered in Malmö, Sweden.
History
According to Wikipedia, the company dates to 2007, and its current form began in 2011 when the Boozt.com website launched as a multi-brand clothing store. Early shareholders included the shoe maker Ecco, the private equity firm Sunstone Capital and the Norwegian fund Verdane. Hermann Haraldsson, a Dane, has served as chief executive since 2011. Boozt AB has been listed on Nasdaq Stockholm since its 2017 initial public offering and on Nasdaq Copenhagen since a 2020 public offering.
Business model and distribution
Boozt sells third party brands online rather than through a store network. The Boozt.com site has country versions for Denmark, Sweden, Norway, Finland, the Netherlands, Germany, Austria, France, Poland, Iceland, Estonia, Latvia, Lithuania and Switzerland, plus an English language site for other EU countries, and the company offers iOS and Android apps. Wikipedia describes Booztlet.com as a second sales channel, and in November 2025 the company launched Boozt Giftshop, a B2B corporate gifting platform in Denmark and Sweden, described as its third sales channel.
Boozt and technology
Wikipedia reports that the company operates an automated warehouse in Ängelholm, Sweden, with about 1,300 robots navigating 1.2 million storage compartments. The same source says Boozt blocked about 42,000 customers in 2023 and nearly 60,000 in 2024 for excessive returns, but it does not describe the methods used. No artificial intelligence activity is documented in the sources reviewed.
Why it matters
Wikipedia states that in 2022 Boozt was the largest e-commerce company in Sweden by turnover, at SEK 6.7 billion. That scale, combined with a broad multi-brand range and heavy investment in logistics automation, makes it a useful reference for pure play fashion retail in the Nordic region.
Frequently asked questions
Who owns Boozt?
Boozt is operated by Boozt AB, a company listed on Nasdaq Stockholm since 2017 and on Nasdaq Copenhagen since 2020. Wikipedia lists Ecco, Sunstone Capital and Verdane as early shareholders.
Where is Boozt from?
Boozt is a Swedish company headquartered in Malmö. It sells mainly in the Nordic countries and parts of Western Europe.