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A Finnish Importing Company with Own Retail Chains


Broman Group

The origin of the Group dates back to 1965 when Väinö H. Broman founded a store selling motor cars and spare parts in Joensuu. Today Broman Group is a consolidated company that specializes in the sales of car and motorcycle spare parts and equipment, tools, boating and fishing equipment as well as domestic and leisure products. The company employs over 1 700 (full-time and part-time) professionals and is one of the leaders in its business in Finland. It serves its clients through two nationwide chains of outlets, Motonet and AD VaraosaMaailma: 80 % of customers are consumers and 20 % are professionals. The turnover of Broman Group in the fiscal year of 2018 was 358 million euros.

Family Business Awards

The Broman family’s commitment to its business venture and success has been acclaimed with several awards like the Best Finnish Family Business award and the corresponding Best European Family Business award.

Supporting Finnish Welfare

Broman Group is a patriotic company and very proud of its Finnish heritage. The Group works not only to improve its own standing, but also to improve Finnish society altogether. Broman Group annually supports Finnish welfare youth and children’s programmes. Support is also given to cultural and sports programmes as well as veterans programmes and national defence.


Key Figures OPERATING PROFIT / M€

TURNOVER / M€

2013

2013

216,8

2014

2014

235,2

2015

262,0

2016

304,0

2017

333,2

358,7

2018 0

25

50

75

100

125

150

175

200

225

250

275

300

325

350

375

2013

2015

35,9

2016

36,0

2017

2015

30

2017

1360

1481

2018 600

700

800

900

1000

61

1100

1200

70

2015 1260

500

20

2014

2016

400

10

2013 1068

300

39,8

0

954

200

38,5

2018

915

2014

100

32,2

EQUITY RATIO / %

NUMBER OF PERSONNEL

0

25,2

1300

1400

1500

0

75

2016

71

2017 2018

70

10

20

68

30

40

50

60

70

80

40


Strong Experience of Import We are an international company that specializes in the distribution, import, trade and warehousing a wide range of products: car and motorcycle spare parts and equipment, tools, boating and fishing equipment as well as domestic and leisure products. We operate in Finland with purchasing offices in the USA and in Hong Kong.


Leading Brands to the Finnish Market We deliver leading brands to the Finnish market. We believe in simple, open and direct relationships with international companies. Our subsidiarys in USA and in Hong Kong allows us to deal and buy local while also handling all shipping logistics. Is your product or brand ready to succeed in the Nordic market? Are you interested in a straightforward way to test the European market? Do you have European distributors but would like to gain larger market share by dealing directly? We are always seeking partnerships with strong companies.


Broman Logistics

Broman Group founded Broman Logistics in the year 2010 to function as an importer for the group. We have two logistics centres which have 63 000 sqm of storage space and capability to store over 100 000 pallets. The logistics centres are situated in Kerava and in Hyvink채채 (both near Helsinki). Broman Logistics employ over 100 professionals Both logistic centres are very efficient. Overnight shipments, approx. 60 delivery addresses, are made daily to all Motonet and AD VaraosaMaailma stores and other independent AD wholesalers. The Kerava logistic center has a lot of automation and it will be developed even more to fulfill all need to fast deliveries to our customers. Distribution of imported goods is taken care by our two companies, Motonet and AD VaraosaMaailma. Motonet is concentrating on retail customers and AD VaraosaMaailma is focused on business customers.

Hyvink채채


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OUR Logistics Centres: surface area 63 000 sq.m. pallet space 103 000 shelves for small items 36 km

Kerava


Brands - Over 500 Suppliers around the World Our success would not be possible without our strong partners and our brilliant concept. We are constantly looking for strong, reliable partners and aim for a long term business that is mutually beneficial. We have more than 500 suppliers all around the world. Our own brands have been very well received by our customers.


Motox is the oldest house brand. In just 10 years it has become the bestselling engine oil in Motonet. Besides lubricants, the product line also includes various automotive chemicals and paints.

Private Labelling It became apparent that Finnish wholesalers could not satisfy our ever growing need of goods and brands. So we developed our first house brands. We are currently looking for more products to sell under our own brands. These house brands have become known for their high quality.


MTX Tools is the brand for high quality tools for professionals and the DIY market. All MTX Tools come with a 10-year warranty.

MTX Automotive is our brand for car accessories.

MTX Energy is our brand for batteries.

The product line includes all kinds of accessories and automotive special tools.

The product range consists mostly of motocycle batteries.


Jahti Jakt is a well known brand among the Finnish hunters. The product line includes everything that the hunter needs from head to toes. Jahti Jakt products are known for their good quality and affordable price.

Woodlander is our brand for the people who enjoy the outdoor life.

Fishing is a popular pastime in the land of a thousand lakes.

We are currently consolidating all of our outdoor products under the Woodlander brand.

MTX Fishing provides quality fishing equipment for the demanding fishers.

Woodlander offers a wide range of gear from clothes to camping accessories and tents.


FastR is one of our newest brands. Products will include motorcycling gear for both road and off-road riders.

MTX Garden offers a wide range of garden pumps and irrigation related accessories.

Barbequing with family and friends is a great way to spend a summer day. For those moments we offer Roastmaster grills and a large variety of accessories. Both gas and charcoal grills are available.


Motonet Motonet is a steadily growing store chain that specializes in the sale of autoparts and spare parts, tools, and leisure goods. In addition to motorists and bikers, the stores offer a large range of products to boaters, fishing enthusiasts, home renovators and DIY-products. Motonet has 33 outlets in Finland and one in Estonia. The quickly expanding store network extends all the way from the capital region to Rovaniemi in Lapland.

A Dozen Specialty Shops Combined under One Roof Motonet’s success is grounded in our ability to stay true to our mission. We always aim for the best possible combination of price and quality. Our customers have come to know us for excellent but affordable products. We also have an online store that serves our customers all over Finland.


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We are largest in Finland in the following segments: • car spare parts and accessories • fishing gear • boat accessories • motorcycling • CYCLING


Internationalization We have put together something completely unique that cannot be found in any other European country. The marketplace in Finland is becoming increasingly competitive so we must locate new markets. The first Motonet outlet abroad was opened in Tallinn, Estonia in 2016. To succeed in this project, many of Motonet’s staff members had to learn new skills and work hard to open the new shop. We believe that the experience we gained will help us in the future. Our staff welcomed the challenge of internationalization and has shown genuine enthusiasm towards building something new.


Customer Loyalty Program − 1 in 4 Finns is Registered Customer Our customer loyalty program will continue to expand. In just under seven years we have gained over 1,4 million loyal customers. Almost one in every four Finns is a registered customer of Motonet. This will provide us new marketing possibilities in the future.


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We have over 4 000 customers from different business areas in retaL

AD VaraosaMaailma For Business Customers

AD VaraosaMaailma stores are part of AD International, which includes thousands of spare part stores and car repair shops in 27 countries. We have over 4 000 customers from different business areas in retail. AD VaraosaMaailma is very strong specially in automotive products and tools but we are constantly growing our sales portfolio as we get more and more strong brands to our company.


Want to become a supplier for the Broman Group? Please fill out the form: www.bromangroup.fi/apply-to-be-a-supplier

Broman Group Oy PL 169 80101 Joensuu Finland tel. +358 44 700 7800

Broman Logistics Oy Kallionopontie 3 05620 Hyvinkää Finland www.bromanlogistics.fi

Motonet US

12707 High Bluff Dr. Suite 200 San Diego CA 92130 USA tel. +1 858 353 9221

Broman Asia Ltd

Room 1307, C C Wu Building 302-8 Hennessy Road Wan Chai, Hong Kong

Profile for Broman Group

Broman Group  

Information about Broman Group.

Broman Group  

Information about Broman Group.