Home Trade in Lillehammer: Key Figures, Companies, and Outlook

Executive Summary

Lillehammer has an active home trade industry with 14 companies and 103 employees. The industry has shown both strength and instability over time, with a significant increase in sales in 2024 (NOK 98.4M) followed by a decline in 2025. The most stable companies have high EBITDA margins (up to 14%) and good sales growth, while some companies experience losses and negative EBITDA. The industry is concentrated in the Lillehammer city center, with a focus on AS organizational forms. For entrepreneurs, there are opportunities in a growing market, but competition is tight and profitability varies greatly.

Economic Overview

Sales and Employee Development:

The industry experienced extreme growth in 2024, but sales fell by 12.2% in 2025. The number of employees has been unstable, with a significant increase in 2026. This may indicate that companies have reorganized or expanded operations after a period of losses.

Average Figures:

• EBITDA margin: 7% (industry) vs. -9% (Uldvaren As)
• Sales growth: 4% (industry) vs. 9% (Rusta Retail As)
• Average salary per employee: NOK 1.4M (industry) vs. NOK 2.4M (Rusta Retail As)

Companies in the Industry

Key Companies:

• Rusta Retail As (Snekkervegen 5): 23 employees, 9% sales growth, 11% EBITDA margin
• Uldvaren As (Storgata 56): 14 employees, -8% sales growth, -9% EBITDA margin
• Kid Interiør As (Sliperivegen 6): 11 employees, 4% sales growth, 14% EBITDA margin
• Nille Strandtorget (Sliperivegen 6): 9 employees, 0 sales, 0 EBITDA (activity stopped?)

Organizational Forms:

• 10 companies are AS (98% of employees)
• 4 companies are ENK (including Dargoshayan E Commerce, a new company established in 2026)

Special Observations:

• 3 companies (Nille Strandtorget, Nille Rosenlund, Feel Lillehammer) have 0 sales and 0 EBITDA
• 2 companies (Dargoshayan E Commerce, Få Det På As) were established in 2025 and 2026, but have no activity yet

Business Geography

Location in the Municipality:

• Lillehammer city center is the main area for home trade, with 10 companies and 103 employees
• Key addresses:
• Storgata (Uldvaren As, Søstrene Grene Lillehammer)
• Strandpromenaden (Clan As, Kremmerhuset Ting & Sånt As)
• Gudbrandsdalsvegen (Nille Rosenlund Lillehammer, Feel Lillehammer)

Advantages:

• Dense population and tourist flow in the city center
• Good access to transport routes and public transport
• Combination of local customers and tourists providing variation in sales seasons

Business Dynamics

Bankruptcies and Financial Stability:

• No companies are registered in bankruptcy in the industry (all companies are marked as 'not bankrupt')
• Unstable companies:
• Uldvaren As: -736.0K EBITDA, -8% sales growth
• Søstrene Grene Lillehammer: -70.0K EBITDA, -6% sales growth
• Feel Lillehammer: -329.4K EBITDA, 0% sales growth

Positive Development:

• Rusta Retail As: +5.2M EBITDA, 9% sales growth
• Kid Interiør As: +2.1M EBITDA, 14% EBITDA margin
• Princess Avd 214 Lillehammer: +195.8K EBITDA, 2% EBITDA margin

Outlook for Entrepreneurs

Opportunities:

• Strong growth in 2024 (NOK 98.4M sales) shows potential in the market
• Lillehammer city center has good access to customers and infrastructure
• New companies (such as Dargoshayan E Commerce) show that the industry is open to innovation

Challenges:

• Competitiveness is high, with 14 companies in a small municipality
• Variation in profitability (from -9% EBITDA margin to +14%)
• Cost control is critical, as several companies have negative EBITDA

Recommendation:

• Focus on differentiation (e.g., unique products or digital approach)
• Develop strong networks in the Lillehammer city center
• Monitor competitors such as Rusta Retail As and Kid Interiør As

Outlook for Financial Services (Parent Industry)

Contrast to Home Trade:

• Financial services have 23 companies in Lillehammer, compared to 14 in home trade
• Sales in financial services had a growth of +39.6% in 2024 (NOK 116.2M), while home trade had +56.3% (NOK 98.4M)
• Employees in financial services: 132 in 2026 (vs. 99 in home trade)

Peer Companies in Financial Services:

Conclusion: Financial services have larger volume and more stable growth than home trade, but home trade has higher EBITDA margins in some companies (e.g., Rusta Retail As with 11%). Entrepreneurs should consider combining the advantages from both sectors.

Conclusion

Lillehammer has a dynamic home trade industry with both opportunities and challenges. The most profitable companies have high EBITDA margins and good sales growth, while some companies experience losses and negative results. For entrepreneurs, it is important to focus on differentiation, cost control, and utilization of the Lillehammer city center. SmartGrunder can help find suitable addresses and assess market opportunities in the municipality.