Strategic direction

A change process, which aims to make the customer offering more attractive, strengthen competitiveness and increase profitability, was introduced two years ago and now extends to the entire Group. Here are the main ingredients of the strategy, step by step:

  1. Nobia aims to offer kitchens through clearly positioned and defined brands, based on insight into customer preferences. The product range and service offerings to both private and professional customers are adapted to customer demand.
  2. We leverage the standardized carcass platform. Measures aimed at achieving a comprehensive harmonisation and rationalisation will reduce the number of items by at least 50 per cent.
  3. With this as our base, we will continue to develop a co-ordinated range for several countries and brands. The new range builds upon a cost-effective and solid base, where best-sellers and economies of scale lead to increased profitability.
  4. Efficient production based on a single platform entails that our plants no longer need to be regional or brand-specific. As a result, we can utilise the plants more efficiently and thus reduce the number of production units.
  5. Less complexity, larger volumes and a narrower range make it possible to offer larger order volumes to fewer suppliers. In combination with efforts from our Group-wide purchasing organisation, this will lead to more favourable sourcing prices. The proportion of sourcing from low-cost countries should increase from 5 to 15 per cent over the next few years.
  6. Since we are creating One Nobia from several acquired kitchen companies, an intra-Group work method is required, and shall be achieved through efficient administration in IT, HR and Finance.
  7. Historically, the kitchen industry has not been characterised by innovation, but we want to develop and utilise our customer instincts to create kitchens and service offerings that attract and inspire.
  8. Our strong local and global brands will acquire clear positions in each market.
  9. Our sales organisation is one of our greatest assets, and offers the products and the services that meet the needs of our corporate customers, which through our network of nearly 700 stores reach Europe’s end-consumers. Relevant and innovative advertising increases store visits, while refined customer offerings shall increase sales.
  10. Finally, we shall continue to increase our internal synergy effects due to even larger volumes, primarily from organic growth.
  11. We are also open to growth through acquisitions - if and when the right occasion occurs.
Latest update: 14 May 2012