SENG plans to close down in Sweden

A challenging market characterised by strong competition means that the Lars Larsen Group-owned retail-chain, SENG, plans to close its Swedish stores down. At the same time, the subsidiary Sengetid.dk will close.

The planned closing of the 19 Swedish stores in the SENG-chain will be an ongoing process towards the end of August 2025. The subsidiary Sengetid.dk, a pure online retailer, will close simultaneously. The decision to close down is based on several years’ attempts at generating a profit despite a challenging market situation.

"The retail market in Sweden has been strongly impacted by high inflation, low consumer confidence, and the challenged Swedish currency. This has resulted in fierce competition – especially post-Covid, where many new pure players entered the beds market. Though we have managed to grow our Swedish business after our rebranding, it has not been enough to establish a foundation for a profitable business going forward, and it would not be good tradesmanship to continue,” says CEO of SENG and Sengetid.dk, Hanne Bang Vorre.

The planned closing will directly affect approximately 90 employees, most of them store staff in the Swedish stores. SENG is therefore in close contact and negotiating with the Swedish trade unions and is generally working to help all the terminated employees as much as possible.

”I would like to thank all employees for their great work with both SENG in Sweden and Sengetid.dk. Everyone has put in a huge effort which we are very grateful for,” says Hanne Bang Vorre and continues: ”We will of course do everything we can to help our skilled employees and have reached out to the other companies in Lars Larsen Group for possible job opportunities.”

Hanne Bang Vorre stresses that the Danish SENG-stores will continue as before.

”We take a lot of experience and knowledge with us from both SENG in Sweden as well as Sengetid.dk, which can contribute and add value to our work with SENG in Denmark, where we hold a strong market position and run a sound business,” says Hanne Bang Vorre.


For more information, please contact:

• CEO, Hanne Bang Vorre, hbv@seng.eu

For questions related to orders etc. we refer to:

• SENG SE customer service: kundtjanst@seng.eu
• Sengetid.dk customer service: hej@sengetid.dk, +45 7060 5553

Facts:

• In Sweden, the plan is to close all the 19 stores and the web shop seng.se
• In Sengetid.dk both web shops, sengetid.dk and bedstudio.se, will close down
• The 30 stores in SENG Denmark will continue as before
• The Swedish stores became part of the business when SENG acquired the Swedish bed chain ‘Sängjätten’ in 2021
• Sengetid.dk was partly acquired in 2021 and came fully owned by SENG in 2022