Rusta's business concept

At Rusta, we make it easy to buy high-quality home and leisure products at the best prices. We offer our customers products within Seasonal Products, Home Decoration, Leisure & Do It Yourself and Consumables for anyone who wants to renew and refresh both inside and outside their homes.

The range is constantly renewed and adapted continuously according to trends and seasons. Rusta markets several of its own brands, in addition to familiar international brands.

Our business model is based on simple purchasing processes and avoiding expensive intermediaries. At the same time, Rusta works with a broad range in large volumes and efficient logistics, where we are our own importer, wholesaler, distributor and retailer.

The first store was opened in 1986 by entrepreneurs Anders Forsgren and Bengt-Olov Forssell, who are still the principal owners of the company. Rusta currently has 256 stores in Sweden, Norway and Germany.

At Rusta, we want our customers to feel welcome, to be inspired and to find shopping with us fun. Quite simply, we make it a little easier to buy high-quality products at the market’s best prices in Sweden, Norway and Germany. 


In 2012, the founders of Rusta, Anders Forsgren and Bengt-Olov Forssell, handed over the running of the company to CEO Göran Westerberg, and the current management team at Rusta is: 

Göran Westerberg – Chief Executive Officer
Jaana Viertola-Truini – Chief Financial Officer
Joakim Hammar – Business & Range Manager
Linda Estenthal, Chief Marketing Officer 
Anders Kind – Supply Chain Manager
Mats Malmberg – Quality Manager
Jozef Khasho – Acting Chief Sales Officer
Annika Holm Sundström – Acting Chief HR Officer

Anders Forsgren and Bengt-Olov Forssell are still the majority shareholders of Rusta, just as they have been ever since they founded it in 1986.

Focus on sustainability

Rusta works towards the long-term aim of increasing awareness of social and environmental responsibility, both to ensure the high quality of our products, and at the same time to contribute to a more sustainable society. 

Rusta works hard to ensure that all our suppliers and their employees have good working conditions. We have our own code of conduct that is signed by all our suppliers, and we have our own inspectors in Asia who monitor and verify compliance with the code. The inspectors can make unannounced visits to factories where our products are manufactured. The code of conduct covers issues such as:

• Legal requirements
• Child labour
• Safety
• Employment law issues
• Work environment
• Environment
• Treatment of animals
• Compliance and inspection

Rusta also has clear requirements in terms of the content, design and life span of our products. We do not use any CITES-listed raw materials and we comply with all applicable legislation (such as CE marking, REACH, WEEE and RoHS).

At Rusta, we see sustainability as an ongoing task, where we gradually and tirelessly continue our work on social and environmental issues. We know that together we can make a difference.

Warehouse and logistics

In order to be able to offer the best prices on the market, Rusta's efficient logistics chain is a prerequisite. Rusta works with central purchasing direct from the manufacturers. The hub of our logistics chain is our new distribution centre in Norrköping, which was constructed in 2015.

On an average day, around 1,700 store pallets are picked at Rusta's warehouse in Sweden. In addition, orders are picked and distributed for home delivery for 400 private customers. Around 1,500 pallets arrive via trucks from Swedish and European suppliers, and up to 40 containers from Asia are emptied.

Rusta's continued dramatic expansion requires further expanded logistics capacity. In order to meet future requirements, Rusta decided a year ago to expand the new warehouse in Norrköping with a further 46,000 m2, which will be ready for use in December 2018.

Brief facts about the distribution centre in Norrköping:

  • The premises have a working area of 73,000 m2.
  • 8,500 m2 consists of an automated high bay warehouse with a height of 34 metres.
  • The warehouse employs around 250 people (2017).