Strategy

Orthex’s key priorities in its growth strategy are to:

  • become the number one brand in the storage product category in Europe, and
  • strengthen its position as a leading Nordic houseware company with strong brands and sustainable products.

    Orthex’s key strategic priorities

    Solid actions to keep winning in the Nordics

    Orthex aims to grow the Storage product category in the Nordics through campaigns, expansion of in-store concepts and launch of novelties. Orthex targets growth in the Kitchen product category by focusing on sustainable products and distribution expansion opportunities.

    Accelerating growth in the international markets through strong customer collaboration 

    Orthex expects major growth opportunities in the international markets and its go-to-market strategy is delivered through local presence with a key account approach. The key focus is to improve the distribution of Orthex products in Europe, invest in strategic customers and new customer acquisition.

    Accelerating growth through the online retail channel

    The company takes advantage of the e-commerce growth opportunities by strengthening relationships with e-commerce companies and working closely with retailers executing a multi-channel strategy.

            Market consolidation provides growth opportunities

            Orthex anticipates that acquisitions could be an important opportunity to reach the company’s strategic objectives. Orthex intends to carefully evaluate acquisition opportunities in Europe. The synergies achieved through acquisitions are typically related to production, sales and marketing, logistics, product category expansions, overheads, and a stronger bargaining position.

            Commercial factors supporting the growth strategy

            Clear category strategy focusing on storage

            • Accelerating efforts to grow the Storage category in international markets utilising the company’s long experience in the Nordics.
            • The close distribution linkage between Kitchen and Storage categories enables cross-selling by leveraging Orthex’s existing customer network.

            Showing the way in sustainability

            • Orthex aims to be most sustainable choice for the consumer by offering high-quality, safe, and long-lasting products with timeless design. Orthex is reducing the carbon footprint of its production and products by increasing the use of renewable and recycled raw materials.
              • Orthex believes that it has potential to become a preferred supplier of sustainable products.

              Growth through innovations

              • Innovation plays an important role in Orthex growth strategy.
              • When developing new products and concepts Orthex will focus on improving consumers’ everyday life with sustainable and practical products with timeless design.