Case Study Myprotein x PostNord: Fueling growth across the Nordics!

By PostNord - When THG Myprotein set out to strengthen its position in the Nordic region, the company faced a crucial challenge: how to offer more flexible, appealing delivery options without adding complexity to its operations. As Myprotein’s fanbase grew in Sweden, Denmark, and Finland, it became clear that customer expectations for convenience and speed were higher than ever—especially among younger shoppers. To meet these demands and fuel further growth, THG turned to PostNord.

Understanding the business

THG is a global digital commerce leader, and Myprotein is one of its flagship brands—renowned for premium sports nutrition products that align with Nordic values: natural ingredients, sustainability, and ethical production. Myprotein's blend of quality, affordability, and eco-consciousness makes it especially appealing in Sweden, Denmark, and Finland.

With growing demand in the region, THG knew that optimizing the last-mile experience was critical to strengthening loyalty and driving conversion—especially in markets where delivery flexibility is considered a basic expectation.

The challenge: Unlocking better customer choice

Previously, Myprotein offered service point and locker deliveries bundled under a single delivery option (MyPack Collect) at checkout. While functional, this approach didn’t allow customers to clearly choose lockers—which are increasingly preferred by Millennials and Gen Z consumers.  

In Denmark, THG also relied on Instabox for locker deliveries, but coverage limitations meant that not all customers had easy access to this option.

The objectives were clear:

• Give customers more visible delivery choices at checkout.
• Leverage PostNord’s superior locker coverage in Denmark.
• Increase conversion rates by making lockers a standout option.

The PostNord solution

PostNord worked closely with THG Myprotein to transform the delivery experience across the Nordics:

• Locker delivery was activated in Denmark, moving volume from Instabox to PostNord’s market-leading locker network.
• Checkout was updated, clearly separating "Locker" and "Service Point" options, giving consumers a real choice for the first time.
• PostNord’s integrations ensured a smooth, digital-first experience at checkout, allowing customers to easily choose their preferred delivery method—and making lockers highly visible to drive adoption. 

By focusing on smart integrations and better delivery visibility, PostNord helped THG Myprotein align more closely with Nordic consumer expectations.

Impact: Driving growth through smarter delivery

Since launching the new setup with PostNord, THG Myprotein has seen clear improvements:

• Higher conversion rates, especially among younger shoppers who favor locker delivery.
• Increased customer satisfaction due to faster, more flexible delivery options.
• Stronger locker adoption in Denmark, thanks to better visibility and a smoother checkout journey.
• Simplified returns management with PostNord’s local solutions, strengthening post-purchase loyalty.

By giving customers real delivery choices and showcasing lockers clearly at checkout, PostNord helped THG Myprotein fuel sustainable, measurable growth in the Nordics.