BHG Group AB (publ) operates as a consumer e-commerce company in Sweden, Finland, Denmark, Norway, Europe, and internationally. It operates in three segments: Home Improvement, Value Home, and Premium Living. The Home Improvement segment operates as a drop shipping model for Do-It-Yourself (DIY) product categories, such as garden, construction, and renovation under the Bygghemma, Taloon, Golvpoolen, Nordiska Fönster, Hafa, and Hylte Jakt & Trädgård brands. Its Value Home segment offers furniture and leisure products under the Trademax, Chilli, and Hemfint brands. The Premium Living segment provides furniture and interior design products under the Nordic Nest, Svenssons, and Sleepo brands. It sells its products through e-commerce platforms and showrooms. The company was formerly known as Bygghemma Group First AB (publ) and changed its name to BHG Group AB (publ) in May 2020. BHG Group AB (publ) was founded in 2006 and is headquartered in Malmö, Sweden.