Nordicregion AnnualReport2015 Nobia2015 Operations Sustainability Financialstatements CorporategovernanceandtheNobiashare POSITION AND MARKET TREND Nobiaisaleadingkitchensupplierinthe Nordicregion,operatingbothinconsumersalesandprofessionalsegments. Nobiahasaparticularlystrongpositionas asupplierofkitchensforrenovationand newconstructionprojectsintheNordic countries,andhasstrong,well-known brands.Salesareconducteddirectly throughbothfranchisestoresandretailers,althoughNobiaalsohasitsownstores intheregion. DistributionvariesbetweenNobia’s eightbrandsintheregion.InNorway,for example,kitchensaresoldtoconsumers fromNoremaviaownstores,whileSigdal kitchensaresoldviafranchisestoresand independentretailers.Marbodalisprincipallysoldthrougharetailerorganisation. InFinland,Nobiadoesnothaveitsown stores. TheNordickitchenmarketgrewduringthecourseof2015.Swedenwasthe strongestmarket,withgrowthbothin consumerdemandandintheprofessional customersegment.Demandalsogrewin NorwayandDenmark,whiletheFinnish kitchenmarketshrank. BRANDS AND OPERATIONS HTHofferscompletekitchensolutionsin themid-pricesegmenttobothconsumers andprofessionalcustomers.HTHkitchens aremainlydeliveredrigid,butthereisalso arangeofflat-packkitchenseries.Sales areconductedin102storesthroughout Denmark,SwedenandNorway,more thanhalfofwhicharefranchisestores,and viae-commerce. InvitamainlyoperatesinDenmarkand sellskitchenswithahighdesigncontent andahighlevelofservice.KitchensolutionsfromInvitaareinthepremiumsegmentandaresoldviafranchisestores. uno formoffersexclusiveandexpertly handcraftedkitchenswithatimeless design.Thekitchensareintheluxury segmentandaresoldviaownstoresand franchise-runstoresinScandinavia. Marbodalisawell-knownbrandonthe Swedishmarketofferingcompletekitchen solutionsinthemid-pricesegment.The brandissoldinSwedenandNorwayto consumersandprofessionalcustomers. Thestoresarefranchise-runandthereis alsoalargenumberofretailers. Sigdaloffersrigidkitchensinthemidpricesegmenttobothprofessional customersintheNorwegianmarketand Norwegianconsumersviafranchisestores andindependentretailers. NoremaoperatesinNorwayandsells rigidkitchensinthemid-pricesegmentto consumersandprofessionalcustomers. Forconsumers,thereisalsoarangeofflatpackkitchensinthelowerpricesegment. A la Carteoffersrigidkitchensolutionsin thepremiumsegmentthatareprimarilysoldviaNobia’sFinnishfranchisechain Keittiömaailma(“kitchenworld”). PetraissoldinFinlandtoprofessional customersandconsumersviathebuilding materialstradeandNobia’sKeittiömaailma franchisechain.Petra’skitchensareinthe mid-pricesegment. OWNKITCHENSSTORES SALESPERPRODUCT,% SALESCHANNELS,% 55 Denmark Norway Sweden Duringtheyear,thenumber ofownstoresdeclinedby13, mainlyduetomergersand transferstofranchisees. Kitchenfurnishings,suchas cabinetsandworktops,74 Otherkitchen equipment,installation andservice,25 Bathrooms,1 Kitchenspecialists,own storesandfranchise,66 Construction companies,15 Builders’merchants/ DIychains,15 Otherretailers,4 KITCHENSSTORESByCOUNTRy 38 14 3 17
Download PDF file