Byggmax is listed company and DIY retail chain that provides affordable building materials and tools to both consumers and professionals. It was founded in 1993 in Sweden and has grown to become one of Scandinavia’s leading retailers in the sector.


Industry DIY retail

Geography Northern Europe

Impact Record growth

Lynxeye helped DIY retail chain Byggmax identify a unique and exciting position, embracing value-for-money while retaining a customer-first focus.


The Nordic DIY-market had experienced a period of steady growth but competition was increasing, and the market outlook was fragmented. Byggmax had recently made some exciting acquisitions, strengthening their offering but also scattering the business with the creation of a portfolio of brands.

Byggmax had a strong ownership over the low-price position, however this was increasingly at the expense of other values, and preference as well as perception of quality and value for money was at risk. There was no clear picture of how Byggmax could find a meaningful and differentiating position that would take their heritage in consideration at the same time as it paved the way for new opportunities.

Byggmax was lacking a future-proofed position and customer-centric strategy was needed to secure continued growth and relevance.


A strategic direction was defined by digging deep into the customer landscape allowing Lynxeye to identify a unique and exciting position for Byggmax. The DIY-chain, with a well-known low-price positioning, moved towards value-for-money, focusing on the extensive knowledge and guidance they can provide to customers throughout all their home-improvement projects, while also enhancing consumer values such as simplicity.

A crucial part in the iterative process of defining the future position and strategy was to innovate and create a unique brand and customer relevant end-to-end experience that ensured consistency in the look and feel, i.e. the development of a visual identity that embodied the brand strategy and created the shift towards the new position.

It is inspiring to see how Lynxeye combine their broad market knowledge, in-depth consumer insights and a thorough understanding of Byggmax’s values into a bullet proof direction forward. While together developing our future positioning and strategy, it felt obvious to choose Lynxeye to continue the work and develop our new visual identity as well.
Sanna WestmanMarketing Manager Byggmax

Customer insight confirmed that Byggmax’ previous logotype and design had a high level of recognition in the Nordic countries which resulted in a careful approach to the design development, and to an early decision to keep the signature red and yellow colours but update the shades for a more modern experience. Through rigorous testing of different combinations of strategic scenarios and design concepts we could navigate tough decisions on what to keep, remove or strengthen.


  • Positioning
  • Strategic direction
  • Visual identity


Byggmax strengthened its image as a DIY-chain with high level of expertise, always focusing on putting the customer first – delivering the highest value possible with good quality at great prices.