In connection with the establishment of the company's 62nd physical store, an updated concept is being introduced that will be implemented throughout the company's operations. The change is immediately visible in the digital interfaces as well as in the store premises.
We are on a journey of change where we need to renew ourselves and attract the younger target group. We are not changing the logo but will enhance and modernize it a bit with a new color, says Sales and Marketing Manager Håkan Wulff to the website.
The company's future strategy is built on inspiration. Instead of just presenting pure goods, the company is building environments that show how plants and interior design can be combined.
This means that visitors can take part in finished table settings and arranged areas to see the end result. The company's management notes that consumers need to prioritize their purchases, but that the interest in arranging in the home environment remains regardless of the economic climate. To respond to this behavior, the chain is adapting its communication across all sales platforms.
We want to talk less about what we sell and more about what we help the customer achieve, says Håkan Wulff.
Aims for 2 Billion
In recent years, the company's finances have shown a stable level. Turnover has amounted to 2 billion Swedish kronor and operating profit has been 40 million Swedish kronor. Ahead of the year, the chain's CEO Susanne Holmström expressed an ambition to reach 2 billion Swedish kronor in turnover during 2025.
The annual report for the year has not yet been published, but according to the company, they have seen a positive development that is expected to continue.