Driving Profitable Growth at Bodystore
Retail Management students in E-Commerce Retail Club participated in a data-driven case workshop with Health and Sports Nutrition Group (HSNG) and DEMA, exploring growth opportunities for Bodystore.
Johan Görgård, CEO of HSNG, and Henrik Hoffman Kraft, Co-founder of DEMA, presented the challenge: how can Bodystore double in size within three years while maintaining profitability?
Using Bodystore's business data alongside independent market research, students worked in groups to develop strategic recommendations. Their proposals included subscriptions and personalized product bundles, a stronger emphasis on own brands such as Vitaprana, and a shopping experience organized around wellness routines. Students also explored partnerships with wellness businesses and community initiatives to attract new customers.
Company representatives highlighted the importance of pairing strong customer loyalty with effective customer acquisition, creating a distinctive offering, and supporting growth proposals with clear financial assumptions. The workshop gave students practical experience in translating retail data into commercially viable strategies.
Lili Tarkhanyan, Key Account Manager, E-commerce Retail Club 2026/27
