The story of Btwentyfour

Btwentyfour was founded in 2000 by Ulf Hallman, who at the time was a distributor of outdoor sports products in the Nordic region. Through his work, he recognized a need for better digitalization and collaboration within the industry.

To address this, he created the Btwentyfour platform — a connected network designed to help retailers and their suppliers grow and scale more efficiently.

Over the years, Btwentyfour evolved from a well-kept secret into a leading B2B network with more than 50,000 business partners. With a vision to make B2B cheaper, Btwentyfour offers retailers and brands alike one network, one data standard, and one way to trade. 

In 2025, Btwentyfour received growth investment from Adelis Partners in Stockholm, enabling the company to continue its success story.