Nordic retailer Adlibris acquires gardening site Odla.nu

The Adlibris Group has acquired Odla.nu, the biggest gardening website in Sweden. With the acquisition the Adlibris Group continues to grow, while slowly moving away from the books it once started selling. The Adlibris Group’s websites are increasingly about customers sharing their passion.

The Adlibris Group, owned by Bonnier, is one of the leading ecommerce groups in the Nordic region. It now has acquired Odla.nu, as part of the company’s development strategy to become the region’s most inspiring and affordable ecommerce group with a focus on books, hobbies and lifestyle.

‘Ecommerce still underdeveloped in gardening segment’
“Broadening our offering to customers is one of the key elements for our growth, and Odla.nu, which is in a growth pase, will be a welcome addition to the Adlibris Group,” says CEO Johan Kleberg. “Gardening is a segment with a strong local flavor where ecommerce is still underdeveloped, which makes it an exciting area for us. It’s also an area that’s totally in line with our other segments, since like books and DIY, it’s about products where customers share our passion and engagement.”

Odla.nu was founded in 1998 and is Sweden’s biggest gardening website. Aside from inspirational content, the website also has an online store where consumers can buy products like seeds, ornaments & decoration, lights, greenhouses, pots and gardening tools.

The Adlibris Group was formed in 2012 and consists of online bookstore Adlibris, multimedia retailer Discshop and is part of Bonnier and owns online stores Adlibris, Discshop and Bamba, an online store that sells all kinds of baby products. The Adlibris Group is a part of international media company Bonnier.

Also read how Adlibris slowly evolves into a department store.