Broman Group throughout history
Broman Group took its first steps in Joensuu, Finland in 1965, when kauppaneuvos (Finnish honorary title) Väinö H. Broman founded a store specialising in cars and spare parts. Today it is a consolidated company that consists of two leading
department store chains and a modern logistics centre that employ over 2,000 professionals in several countries.
From local popularity to international success
Broman Group started as Pielisensuun Auto Oy, a small store selling Datsun and Dodge cars and spare parts. Although the business was successful, Väinö H. Broman was eager to broaden his horizons and take his vast knowledge of cars and motorsports to other parts of Finland.
When Pielisensuun Auto Oy turned 30 in 1995, it started importing spare parts and equipment under the auxiliary company name Broman Group. Wanting to sell spare parts and other automotive goods as well as machinery and tools, led Broman Group to buy the department store chain Motonet in 2007.
Since then, Broman Group has continued to grow and expand both in size and market value. It has rapidly become one of the 500 largest Finnish companies and a significant taxpayer in Finland. The group’s main offices are located in Joensuu, Turku and Vantaa, but it also has its own purchasing offices in Hong Kong and the USA.
The 60-year-old family business is always on the move
Broman Group is a family business owned by kauppaneuvos Väinö H. Broman, his two sons Harri and Eero Broman and their children. Harri is the current Chairman of the Board of Directors, and Väinö and Eero, together with Peter Ahlström, Lauri Sipponen, Jaana Viertola-Truini and Heikki Norta, are members of the board.
Despite the shift from a small, local clientel to having a significant role in the automotive industry, changes and decisions are always discussed with the family before any actions are taken. This way the whole family stays truly committed to every decision and plan necessary to achieve the set goals.
In 2025 the consolidated company turns 60 years old. Broman Group will continue to adapt to the ever-changing automotive industry in a responsible and sustainable way with the help of its employees and partners. Only by being pioneers in the industry and having great economic significance can actors such as Broman Group stay as a relevant and trustworthy seller of spare parts. “The company with the best service will always win”, is a quote the group still stands by, as well as the slogan “Liike ei pysähdy koskaan”, or “Always on the move”.
Kauppaneuvos Harri Broman, Chairman of the Board of Directors and Eero Broman, Vice Chairman of the Board of Directors.
A Finnish family-run business
Although the company has expanded from a small automotive shop to a large consolidated company, all decisions are made within the immediate family.
Our service is of Finnish origin
We are a proud Finnish company that supports Finnish society and environment by making smart and sustainable choices.