Motonet: a well-managed company on the way to Sweden

Broman Group is one of the brightest spots in the Finnish retail sector. A privately held and family-led company has managed to do something that few Finnish companies have been able to do before: out-compete a Swedish rival. Motonet has perfected the concept used by Biltema and is already four times the size of its Swedish competitor.

Motonet seems to be very clear on the strengths of their concept as well as who is the core customer.

Doubling down on those two things is often a solid strategy to pursue. For Motonet that clarity has enabled robust growth with good profitability.

The company has doubled it’s revenue since 2014. This growth has been done very profitably. Just like Puuilo’s results yesterday, Motonet has been able to maintain a solid 10+% profit margin throughout it’s growth. With Motonet the size of the business and the length of the growth period are significantly bigger and longer than for Puuilo so far.

It will be very interesting to see how well the Motonet concept can be introduced in Sweden. It certainly offers a lot of growth potential for the company. Hopefully, it also is an encouragement for other Finnish retailers that they also can expand to other Nordic markets.