Why HYMA continuously uses Norce to find the next 0.1% improvement

HYMA Group is a Nordic outdoor and specialist retail group operating five brands across hunting, forestry, gardening, fishing and tools.

Challenge

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HYMA Group runs five specialist brands across the Nordics and Germany: Hylte Jakt & Lantman, Maskinklippet, Duab, Dogger and Frishop. Together, they sell over 1.5 million products in a highly competitive market.

The group had already solved the big infrastructure questions. Five brands running on a shared commerce engine. A central product catalogue. Over 35 integrated systems working together. The foundation was in place.

But according to CEO Anders Carlsson, having the right platform was no longer enough.

"Everyone has competitive pricing. Everyone has fast delivery. Everyone has visibility," says Carlsson. "For me, ecommerce over the next ten years is about being four to five percent more cost-efficient than all my competitors. That’s where you win."

The question was whether they could use cost efficiency to outperform competitors on the details that actually improve margins.

HYMA needed the ability to act on those details. Fast, without friction, and without turning every improvement into a costly project.

"Everyone has competitive pricing. Everyone has fast delivery. Everyone has visibility. For me, ecommerce over the next ten years is about being four to five percent more cost-efficient than all my competitors. That’s where you win."

Anders Carlsson, CEO at HYMA Group

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Action

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In the autumn of 2025, HYMA upgraded to Norce Commerce Enterprise, gaining a single-tenant environment and full access to the Management API. This fundamentally changed how they could work with the platform.

"Everything that exists in Norce Commerce is accessible through the API," says Carlsson. "Since we got access to the Management API, we have no limitations."

HYMA's commerce stack is built around Norce Commerce as the central engine:

  • GrebCommerce as CMS
  • Microsoft Business Central as ERP
  • Sitoo as POS
  • Walley for payments
  • Algolia for search

 

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One example of what this setup enables is their pricing engine. Built by HYMA's in-house team on top of the Management API, it pulls product data from Norce several times a day, compares pricing against competitors, processes the changes, and pushes updated pricing back into Norce.

Multiple price lists sit in a hierarchy. Standard prices at the base, then currency-adjusted prices for international markets, and a competitor-driven pricing on top. All managed through rules that determine which price applies and run through the API without any manual intervention.

These are small, targeted improvements, what Carlsson calls "nuances of improvement" that the team can build and ship without turning every idea into a formal project.

"We sit in leadership meetings, brainstorm, come up with an idea, and our in-house team can build it by scripting against the API," says Carlsson. "With previous platforms, that would require a full vendor project. Now we build small apps on top of Norce all the time."

"The more we do, the more money we save," he adds. "We have been rewarded for investing in in-house talent. It has become a positive spiral."

 

"We sit in leadership meetings, brainstorm, come up with an idea, and our in-house team can build it by scripting against the API. With previous platforms, that would require a full vendor project. Now we build small apps on top of Norce all the time." 

"The platform has never limited us. It has supported our growth the entire way. We have never hit a point where Norce held us back. If anything, it has kept pace with wherever we wanted to go." 

 Anders Carlsson, CEO at HYMA Group 


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Impact

In 2025, HYMA Group reached an all-time high. Revenue landed at 1.155 billion SEK with an EBIT of 55.5 million SEK. Both exceeded budget.

This result came in a price-driven market where several competitors struggled. Carlsson is clear about Norce's role:

"The platform has never limited us," he says. "It has supported our growth the entire way. We have never hit a point where Norce held us back. If anything, it has kept pace with wherever we wanted to go."

The upsell features in Norce are a good example. HYMA's deep product expertise shaped the requirements, based on how a skilled in-store salesperson would pair products. Norce then built the functionality to apply that logic at scale. Customers who buy a specific product are shown a targeted offer to add a related item at a discount. This is not an algorithmic recommendation. It is manual, product-level sales knowledge applied across all channels in a highly scalable way.

 

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Motorsåg

"We are not just good at product, price, delivery and visibility," says Carlsson. "We know the products. We know how to sell. And we want the online experience to reflect that."

Going forward the leadership team's focus has shifted from solving technical problems to finding the next 0.1% improvement.

"There is nothing better than creating value through code," says Carlsson. "Replacing a manual task with a technical solution. Making that cost disappear. We have been rewarded for that approach, and it has become a positive spiral."