Scalable brand experience. The challenge for OBS Bygg was to facilitate brand power and product experience while building flexibility for both change and scaling so the store and the digital reinforce each other.

We wanted to create a coherent power tool universe that brought together all brands and price formats on the same foundation. This was done to make it easier for the customer to choose, compare and shop. We started by defining all brand formats as the store’s core - collecting them on scalable islands - with an accessory universe of function that supports and surrounds the islands. The islands are in the center of the department and the first thing the customer encounters when visiting OBS Bygg.

This strategy has provided a space optimization which means that OBS Bygg can offer a much wider range of power tools with regard to price and quality in all categories and functions.