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Brødrene Dahl and Avensia launch market leading B2B e-commerce experience

One of Norway’s largest B2B e-commerce merchants Brødrene Dahl has recently launched a new e-commerce site together with modern commerce expert Avensia. The goal is clear and ambitious: to offer the best B2B customer experience in the country.

October 26, 2021, 9:00 CEST


As part of Brødrene Dahl's goal to make customers’ everyday work life easier the company is on a mission to level-up and modernize their digital sales channel. The focus of the new e-commerce site is to deliver high quality customer experiences including best-in-class site speed, efficient product search functionality as well as adding a convenient buying journey on mobile devices for buyers on the go.

“The e-commerce channel is a key sales driver for us, and we see that our customers increasingly choose to interact with us in digital channels”, says Kenneth Froholdt, Head of E-commerce at Brødrene Dahl. “But in order to stay relevant we need to raise the bar and offer better, faster and smoother digital buying experiences.”

E-commerce was not a new sales channel at Brødrene Dahl who already had a solid technical platform in place. The need to modernize and improve the customer buying experience urged them to find a new partner. Avensia was selected because of their extensive e-commerce experience, strategical knowledge as well as the unique Avensia Nitro framework.

Kenneth Froholdt explains the rationale behind the choice of partner:

“Avensia has a strong track record developing high performing e-commerce sites. Given their extensive experience and deep competence on our technology stack we felt confident they were the right partner to help us reach our ambitious goals. “

The new e-commerce site leverages best practices and experiences from other Avensia customers built into the Avensia Nitro framework combined with components from Optimizely (formerly Episerver), Inriver PIM and Apptus Esales. This setup enabled Brødrene Dahl to fast-track development and launch the new site with a solid, high performing foundation right from the start.

“I’m very impressed by the project execution and how well our teams have collaborated”, says Thomas Fehn, CIO at Dahl Optimera Norge. “Avensia has made sure everyone involved keeps their eyes on the project goals so that we stay on track. We’ve been able to launch the new e-commerce site on time and on budget, which is hard to say about a lot of IT projects.”  

Traditionally B2B e-commerce has been designed with the order function in focus, and not the buyer’s experience. The business opportunity for B2B companies ready to take the next step is tremendous. Tor Eivind Aurdal, Country Manager at Avensia Norway, comments:

“There is great potential in B2B e-commerce and Brødrene Dahl is definitely on track to capture this business opportunity with their new site. Our partnership does not end at this launch, we’re looking forward to continuing the success journey with the team at Brødrene Dahl by driving further optimizations and increased digital sales growth.”

Brødrene Dahl is Norway's leading heating, ventilation and sanitation technology wholesaler. They sell bathroom products in all areas, from bathroom furniture to heating installation products. The company has 1,000 employees and a revenue of over 8 billion NOK.

For more information please contact:

Robin Gustafsson, CEO, +46 736606082 or
Fredrik André, CMO, +46 709239381 or

About Avensia

At Avensia, we are experts in modern commerce. Our talented team provides businesses with tailored strategies and the most relevant technology for e-commerce, omnichannel, customer experience, and information management. With 20+ years of experience and more than 350 modern commerce experts, we’ve got the power to help B2C and B2B companies across Europe, North America and APAC accelerate growth each day for long-term success. Learn more at