Prisma sells nearly 100 excavators as SOK expands range

Prisma has sold nearly 100 excavators through its online store, Yle reports. SOK now plans to expand its range of earthmoving machinery.

S Group announced in the spring that it would begin selling mini excavators online. The April Fools’ Day listing was initially treated as a joke, but the product was a genuine response to potential demand.

“Following the changes to the construction law, many people have started dreaming of building and renovating their yards. We identified this opportunity, and the excavator sales surprised us positively,” Sebastian Nyström, director of non food retail at SOK, told Yle.

The excavators have been sold across Finland for use at detached houses and holiday homes. Nyström said the sales reflect a trend towards building and improving private yards.

Prisma is expected to add different earthmoving machines and slightly larger mini excavators to its selection. Various bucket sets are already available for the excavators.

Nyström said the weak economic cycle has affected construction materials and retail more broadly. Excavators have previously been available for rent through the cooperative, but he said owning one could be worthwhile in the long term for people who enjoy working on their homes and yards.

An excavator costs about 5,500 euros. According to Nyström, the largest customer group has been “not the youngest”. He said the sales had generated genuine interest and enthusiasm among consumers.