Bad.no: How Norway’s Leading Bathroom Retailer Achieved 132% Organic Growth with Risify

As Bad.no looked to scale organic growth across a 30,000+ product catalog, they partnered with Risify to rebuild their collection structure. What followed was sustained traffic growth, stronger rankings, and measurable revenue impact.

Key Outcomes

A Note on Data Privacy

At Risify, we work closely with our partners to share their success stories while respecting their business confidentiality. Some specific metrics in this case study have been masked (marked with ★) to protect competitive information. All growth percentages and ranking improvements are verified and accurate. We thank Bad.no for allowing us to share this collaborative journey.

The Partnership

Bad.no is one of Norway’s most established online bathroom retailers, part of the Allier Group with roots dating back to 1911. With over 30,000 products from 50+ premium brands, Bad.no had built an impressive product catalog and strong brand reputation.

They were ready to accelerate their organic growth.

The Bad.no team recognized that their extensive product catalog represented a significant opportunity. To fully realize this potential, they needed a structured approach to make their collection relationships visible to search engines and AI systems.

Risify provided exactly that: the strategy, structure, and tools to improve their collections’ full potential.

The Solution: Risify’s Clear & Deep Collection Structure

Bad.no partnered with Risify on a comprehensive Risify Plus engagement. Working together, we built a structured foundation that would support sustained organic growth.

1. Market & Keyword Analysis

As part of Risify Plus, we conducted comprehensive research before building anything:

• 20+ brand analyses to understand competitive positioning
• 5,000+ keyword research across product categories, brands, and search intent
• Competitor gap analysis identifying opportunities in the Norwegian bathroom market
• Strategic roadmap prioritizing high-impact collections and content

We ensured every structural decision was backed by market insight.

2. Risify Collection Hierarchy & Relationships

Bad.no operates a large catalog where products, collections, and brands already existed, but their relationships were inconsistent across the store.

Within this structure:

• Products were assigned to clearly defined primary collections
• Collections were connected to parent collections with fixed hierarchy
• Brand attribution was standardized across products and collections
• Key technical attributes were organized into structured metafields

This created a stable foundation for internal linking, AI visibility, and consistent interpretation across search and discovery systems.

3. Risify Breadcrumbs

Breadcrumbs are one of Shopify’s limitations. Out of the box, Shopify shows generic breadcrumbs that don’t reflect your actual collection structure.

With Risify, every single product on Bad.no now displays contextually accurate breadcrumbs that:

• Reflect the actual collection hierarchy
• Include brand attribution where relevant
• Provide internal linking signals to search engines
• Help customers navigate back up the collections

30,000+ products across 2,000+ collections. Every one with the correct breadcrumbs.

4.Risify Related Search

Some catalog discovery paths do not follow strict hierarchy. To support lateral exploration, Risify Related Search was implemented on collection pages.

This feature introduces:

• Related collection suggestions tied to catalog context
• Alternative category paths without duplicating menus
• Additional internal links that improve crawl depth and AI visibility

Collection pages now support broader exploration without adding noise to navigation.

5. Risify Collection Menu

Once collection relationships were defined, they were surfaced on collection pages using Risify Collection Menu .

Each collection page now exposes its position within the broader catalog through:

• Sub-collection navigation derived from hierarchy
• Clear paths into deeper category levels
• Consistent category grouping across the site

This allowed users to navigate the catalog structure without relying solely on filters.

6. Risify Centralized FAQ

The Bad.no team invested significant effort in creating comprehensive FAQ content across their site.

Using Risify’s FAQ feature, this content was:

• Deployed with proper Schema.org markup
• Made eligible for Featured Snippets
• Structured for AI Overview appearances

The Results

Traffic Growth (Shopify Verified)

This data comes directly from Shopify Analytics: first-party data, not third-party estimates.

Key milestone: 8 consecutive quarters of growth (Q1 2023 → Q4 2024)

Every single quarter in 2024 achieved 47-76% year-over-year growth. 

Company Revenue (Public Record)

Bad.no AS reported kr 94.4 million in total revenue for 2024, representing +48% growth over 2023.

Source: Proff.no / Brønnøysundregistrene (Norwegian public company registry)

Organic Performance Overview

As keyword rankings stabilized and moved up, their impact became visible in Search Console through higher clicks, stronger CTR, and better average positions. The visual below shows this progression.

Keyword Performance Highlights

To make the movement clearer, the visual below summarizes how selected high-intent keywords progressed in Google rankings over the last three months.

Risify Features Used

What Bad.no Says

⭐⭐⭐⭐⭐

“55%+ growth year-over-year, two years running. Risify’s structured approach to navigation and content made the difference.”

Erlend Stunner , CEO at Bad.no

Data Sources

All growth percentages verified by first-party data. Specific metrics masked at client request to protect competitive information.