According to Mattias Jacobsson, the staff reductions are primarily based on a strategic shift where the company is changing its purchasing strategy and sharpening its business focus. He adds that sales during the summer have been weaker than planned, but that the strategic change of direction is decisive.
It is heavy news for the employees affected and the decision has not been taken lightly, says Mattias Jacobsson.
Sources with insight into the company have stated in connection with the redundancies that the CEO had planned a vacation during the current week and had therefore delegated the handling of the notice to other personnel. This is refuted by Mattias Jacobsson.
The responsibility for the decision and for the implementation is mine as CEO. The claim that I would have delegated the handling of the notice to someone else is incorrect. I am leading the process and am present throughout the implementation, he says.
Criticism has also been directed at the CEO allegedly running the company remotely and prioritizing external board assignments. Regarding this, Mattias Jacobsson explains that the company has three common office days a week and that he is on site to lead the company during all of these. The external assignments are handled, according to him, outside of this time. However, he is receptive to the comments regarding his presence.
At the same time, I take the criticism seriously — if employees feel that I am not close enough to the business, it is my responsibility, and I intend to address it, says Mattias Jacobsson.
He concludes that NA-KD is in a demanding transition where not all decisions are popular, but that he is confident in the future direction.