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HISTORY IN BRIEF
Homeenter´s History Homeenter works in the very exciting entertainment business and belongs to the Bonnier group. Homeenter was established 1973 and has since then grown and become the outstanding largest mailorder/internet activity within music, film and games in Sweden, Norway, Denmark, Finland. New Activities Homeenter Musicclub and Homeenter Filmclub have been completed with further activities during the end of the 90´ties with for example Barnens Filmklubb, Discshop and Filmoutlet in Poland. The company have offices in Malmö and Stockholm, Sweden, in Vasa, Finland and in Warsaw and Stettin in Poland. 150 persons work with us and our turnover is approx. 1.000 Million sek. Bonnier Bonnier is Scandinavia´s largest mediagroup with approx. 175 companies in more than 20 countries and have a turnover for approx. 30 milliard sek. Bonnier is most known for their publishing houses, magazine publications, film, cinema, music, TV, radio, business daily and eveningpapers. History in brevity Homeenter´s historia is filled of interesting events. You find them below and the further you read the further back in history you´ll get. 2011 - SF Bio restructure Now start SF Consumer Entertainment. The idea is to concentrate and develop Bonnier bets on the consumer side of the film. - By bringing together the SF Bio, Homeenter, Discshop and SF Anytime in a joint consumer-focused division, we hope to exploit and enhance our collective expertise in marketing directly to consumers. Thus, we can both improve existing and develop new customer offerings. 2010 – A new coffee club A new Swedish club offering fresh roasted coffee! Club Kaffe offers all coffee consumers direct delivery of fresh ground coffee and fresh roasted coffee from all around the world. Here you find a wide range of selected high-quality coffee and unique products chosen by our experts to ensure great taste and high quality. Together with our monthly coffee delivery our members get a coffee card with interesting facts about the coffee and the origin. In the web shop you find e.g. fresh roasted coffee, fresh ground coffee, origin teas and luxury chocolates. Fresh coffee of highest quality and brewed in the right way – that gives you the most enjoyable coffee! 2009 – NEW CHOCOLATE CLUB Club Choklad is a club for the ones who love chocolate. You will be able to try and learn more about the origin of chocolate and different combinations of chocolate. In Club Choklad we allow ourselves a taste of luxury to a price that everyone can afford. 2008 – NEW POTTERING CLUB Skaparklubb – The creating club – starts it´s activity in the beginning of the year in cooperation with Panduro Hobby. Skaparklubben is intented for children and youth who like to potter about and they get a pottering parcel delivered home once a month with various themes. 2007 – NEW WAREHOUSE Homeenter builds a warehouse in Poland and ships parcels to customers in Sweden, Denmark, Norway and Poland from there. 2006 – NEW PREMISES Homeenter gather all the Scandinavian offices to one and moved to new premises in the centre of Malmö. 2005 – NEW BARNFILMKLUBB – CHILDREN´S FILMCLUB In the beginning of the year a new club in Denmark: Barnens Filmklubb. The concept of the club direct´s directly to children. Besides a solemn, suitable for children repertoire of DVD films the Childrens Filmclub also will offer music and computergames. 2004 – NEW MARKET Grows in Sweden and comes into a new market. During the later part of 2004 Domowy Klub Filmowy in Poland is acquired who sell film in Poland through mail order and web commerce. Purchase of share majority of Discshop Svenska Näthandel AB makes Homeenter largest on DVD selling through the internet. The activity Gamesmix.com was put together with Discshop.se 2003 – MUSICMIX.FI During the summer 2003 Musicmix.fi was introduced. The target with the site was to become largest in music within internet commerce in Finland and the site does not only offer sale of CD-records but also music-DVD:s and singles. 2001 – GAMESMIX.COM Gamesmix.com was introduced in the middle of march 2001. During the late summer of 2001 Gameplay´s internet commerce was acquired in Sweden, Norway and Finland. On Gamesmix.com there are the hottest games for all kind of game types and tastes. PC, Playstation 2, Dreamcast, Gameboy, Nintendo, X-box and Gamecube. BARNENS FILMKLUBB IN NORWAY AND FINLAND Barnens filmklubb is introduced in Norway during August and in Finland during October. The concept of the club directs directly to children. Besides a solemn repertoire which is suitable for children BFK will also offer music and computergames. 2000 – TOP SELLERS AND NEW ACTIVITIES Cher with the CD “Believe” becomes the topseller of the year within music. It was sold in 46 181 copies in the whole group. “Saving Private Ryan” became the topseller of the year within film with 53 636 copies sold in the whole group. Barnens Filmklubb During the autumn a new club was introduced in Sweden: Barnens Filmklubb. The concept of the club is directly directed to children. Besides a solemn repertoire of videofilms suitable for children BFK will also offer music and computergames. Filmmix Filmmix had a public opening nigh wedenesday the 5th of april and then became Sweden´s outstanding largest and best filmsite. A gigantic shop of course (more than 400 titles today), but also a lot of background material, reviews behind the stage reports, interviews and news. Shortly, with everything a filmlover could wish for from the wonderful world of film. Most of it besides written by filmenthusiasts in Sweden, for filmlovers in Sweden! 1999 – ON THE NET The 1st of may F-Kerhot was bought with F-Music Club and F-Video Club. F-Music Club had existed for 30 years on the finnish market and is the largest musicclub in the group. In august Scandfilm.com and Scandmusic.com were opened in Sweden, Norway and Denmark. This is a new service which gives our members the possibility to buy our products through internet. In December a recruitment site was opened for the music- and filmclubs in Sweden, Norway and Denmark. Effektiv Inkasso was opened in May in Finland, with our own clubs as the first customers. The turnover was increased from 330 Million crowns to approx 540 Milion crowns. 1998 – SMC IN FINLAND SMC Finland starts a new musicclub. New organisation with Henrik Hjorth as Managing Director. Big investments on recruitment through direct addresses. 1997 – INTERNAL WEB SITE SHE starts Intranet. Bonnier starts Bon Jour. Work of process was introduced. 1996- SFC IN FINLAND SFC Finland starts a filmclub. 1995 – ORGANIZATION Bonnier Presenta AB was provided to the SHE – group. The SHE-model gets implemented in all countries. SFC Norge A/S becomes totally owned by SHE AB. SFC Denmark starts a filmclub. 1994 – ACQUISATION SFC Sverige HB becomes totally owned by SMC AB. DDM was aquired. SMC AB changes name to SHE AB. 1993 – FILM SMC AB take over Bonniers Videoklubb SFC Sverige HB and SFC Norge A/S are started up during autumn with SF as a half-owner-. 1992 – SMC AB SMC Sverige AB becomes a detached sales company in similarity with the activities in Norway and Denmark. SMC AB becomes parent company. 1991 – EXPANSION The CD-market´s strong growth continues. All of the musicclubs expand and increase their market shares. 1990 – BONNIERS The Bonnier publishing house takes over the SMC-companies for a 100% in Sweden, Norway and Denmark. 1989 – BERTELSMANN Bertelsmann takes over the musicclub activity for a 100%. The centralisation continous. New staff is recruited, magazines are presented in December. New and better agreements with the record companies. New storage system is planned and installed. 1988 – SYNERGISM Pladeringens ware house is moved to Arlöv. The advertising department on the other hand moves to Denmark in similarity with the production of the magazine and printing. 1987- PLADERINGEN Enteringen takes over Pladeringen which in this way is transformed from a big competitor to a good subsidiary. Bertelsmann enters Enterringen as a minority part owner. 1986 – ENTERINGEN The company is sold by the former owner Sten Rosdahl to Enteringen and in this way gets in the same family as RCA-Elektra. 1985 – FUSION The members in Musik För Alla and Plateringen are “converted” to SMC. “Frieks” is once again introduced in SMC. The resignations are dramatically reduced, and at the same time as the average purchase increases. The profitability is radically improved. 1984 – CLOSING DOWN Because of failing profitability the activity in Denmark is closed down. Pladeringen takes over the members in a massive DR-campagin. 1983- 10 years anniversary Prestige could when having it´s 10 year´s anniversary count on between 2.5-3% of Scandinavia´s total population as active members. Yet 6% of the total population had earlier been active members within the period of the 10 years. The number of members was the highest up till now – approx 450.000 members. The turnover was approx. 145 million Swedish crowns. 1982 – ACTIVITY PURCHASE In april Prestige takes over Bertelsmann Musik För Alla in Sweden and Plateringen in Norway. The number of active members are increased with approx 175.000. The clubs are run on as discountclubs according to the same pattern as before. Direct Music Club is closed down. The members are converted to SMC. 1981 – JAZZ The number of “taste of music divisions” are increased. Among others with a jazzdivision in Musikens Mästare. 1980 – MOVING The Swedish activity moves to new and more appropriate premises in Arlöv- 1979 – DIRECT MUSIC CLUB Prestige takes over the norweigan competitor Direkt Music Club and gradually also their parent company – A/S Direct. The discount clubs Storsäljarna and Succé changes their name to Direct Music Club. 1977 – STREAMLINING No thank you – cards are read optically with Siemens old, honourable 6610, which went along until autumn 1989 . The first packing machine for LP-records became installed – MECO cardboard-wrapping. 1976 – COMPETITORS Bertelsmann has during 1973 started the musicclub Pladeringen in Denmark. This activity became gradually expanded with Musik För Alla in Sweden and Pladeringen in Norway. In Norway the musicclub Direct Music Club also operated. The competition of the members became constantly tougher. Not the least when Bonniers also starts musicclub in Sweden in cooperation with some of the biggest record companies. Prestige AB decides to “take the struggle” with their competitors and start “discount”-musicclubs”- The best-sellers in Sweden and Succés I Danmark. Neither these or Bertelsmann clubs had bonus- or discountsystem connected to the number of purchases. 1975 - NEW CLUBS, NEW SUPPLIERS With Sten Broman as a godfather there was also started a classical musicclub in may 1975 – Musikens Mästare. The repertoire problems became minimal as both DG and the Philips labels were included in the Polygram group. During 1975 supplier agreements were signed with the remaining big record companies. First out was CBS and RCA- Electra which had good experience from their musicclubs in USA. 1974 – EXPANSION With new customer service offices in Malmö, Oslo and Copenagen, totally new staff and a common storage in Raltongruppens house in Helsingborg the service level became much to low for a start. But the positive development continued and new members flowed, far more than calculated. The service level became better and better. As a matter of a fact that good, that the retail trade in Denmark experienced SMC as a dangerous competitor that they during a period boycotted Polygram. The turnover on the second activity year became almost 15 million Swedish crowns. 1973 – THE START Scandinavian Music Club was started in the end of 1973. The creator was direct-marketing-specialist George H. Baenge, president in Polygrams D.M-division. The parent company for the Scandinavian activity got the name Prestige AB and was owned for 100% by Polydor AB Stockholm. Scandinavian Fulfilment House in Helsingborg developed the computer system “IDMS” with a club module which could manage the large number of customer volumes in a negative-option system. The musicclubs started at the same time in Sweden, Norway and Denmark under the name Scandinavian Music Club. In the beginning the repertoire was very finite, as only the Polygram-repetoire was available – Status Quo, Sabbath, Nazareth and Gary Glitter became returning as the recording of the month in one of the “music taste”-divisions – James Last, Bert Kaempfert and Osmonds in the other. But the start became nevertheless a gigantic success! Despite that the advertisements were made on a almost “intereuropean” mixed language by a dutch advetisment agency there came thousdands of coupon answers from almost every media. The weekly press arranged for almost the whole recruitment. The turnover the first activity year became mild 1.5 million Swedish crowns. |
