Biltema's Slogans & Taglines

Biltema was founded in 1963 by Sten Åke Lindholm in Linköping, Sweden, under the name BIL-TEMA. What began as a mail-order catalogue for automotive parts and accessories—born from Lindholm's discovery that car parts were significantly cheaper when sourced directly from manufacturers—quickly grew into a retail phenomenon. The very first catalogue coined the enduring slogan "Why pay more?" In 1976, Biltema opened its first physical store in Linköping, and by 1983 it had expanded beyond Sweden into Norway, followed by Finland in 1985 and Denmark in 2002. Today, the family-owned company operates approximately 160 stores across the Nordic region, with its headquarters and logistics centre located in Helsingborg and Halmstad.

The brand's core products are tools, car and motorcycle supplies, boating accessories, leisure products, and home goods. By purchasing directly from manufacturers worldwide and selling under its own Biltema brand, the company has built its reputation on offering high-quality products at accessible prices.

From its origins as a basement mail-order business, Biltema has evolved into one of Sweden's strongest retail brands. The modern motto "Higher quality – at a low price" continues the legacy of its founding promise, reflecting a six-decade commitment to simplicity, thrift, and customer value.