Ahlens

Ahlens is a chain of beauty and homecare stores which operates in Sweden since 1899. Initially operating under the name of its founders, Ahlen & Holm, the company changed its name to Ahlens in 1985 and in 1988, it was acquired by the group Axel Johnson. The company started as a mail order business offering household, fashion and beauty products.

Ahlens currently operates 57 stores in Sweden. 3 of them were launched in 2019 and Ahlens also manages an online shop. The company also has a customer club with now counts 2 million customers.

Ahlens achieved a turnover of €450 million in 2018 and the company employs 3000 people. It must also be noted that Ahlens’s e-commerce sales rose by 94%. 

Ahlens offers a variety of items in the following categories:

• Personal care: hair care, skin care, face care, fragrances, makeup

• Household: detergents, softeners, diffusers 

The firm offers products from brands like Clarins, Nivea, Garnier, Bobbi Brown, Noble Isle and Grain. 

Ahlens owns 3 subsidiaries:

• Ahlens Outlet: a department store offering fashion, beauty and household products. Ahlens Outlet is a cash-free store and customers can pay by card or invoice. 

• Beauty Bargain: Beauty Bargain operates 3 physical stores and an online store. The firm offers home care and beauty products. 

The third subsidiary is known as Design Target.

Ahlens’ online shop can be accessed on www.ahlens.se and Beauty Bargain’s online store can be found on www.beautybargain.se