Boozt built its own software while rivals bought theirs
Jesper Brøndum, co-founder and Group CTO of Boozt, joined the company as its first technical specialist in 2010 and built its engineering organisation from scratch. Boozt now serves 14 European markets with more than 1,100 employees, and in 2025 generated approximately €733 million (SEK 8.29 billion) in revenue, with Boozt.com counting more than 3.5 million active customers.
The early call not to lean on third-party software committed Boozt to years of slower, costlier internal construction: webstores, apps, payments, financial services, customer service and warehouse management, all proprietary and interconnected. Acquisitions followed the same line rather than diverting from it, with app developer Touchlogic bought in 2019 and Lithuanian technology partner Estina in 2021, extending capability the company had already decided to own.
Source: EU-Startups · September 28, 2026