Orthex strategy
Orthex’s key priorities in its growth strategy are to:
- become the storage category leader in Europe, and
- the benchmark for quality, practicality and sustainability in every home.
Orthex’s key strategic priorities
Solid actions to continue Nordic growth
Orthex is committed to strengthening its leadership in the Nordic storage product category by acting as the category captain. This will be achieved through targeted campaigns, the expansion of both in-store and e-commerce concepts, and the introduction of innovative new products. Additionally, growth will be further supported by capturing synergies across supporting product categories.
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 with major European retailers.
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 and channel 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 all Orthex categories enables capturing synergies in supporting categories.
- Clear channel strategy to ensure prioritisation of the most relevant customers.
Leading 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 recycled and renewable raw materials.
- Orthex believes that it has potential to be a preferred supplier of sustainable products.
Growth through innovations
- Innovation plays an important role in Orthex growth strategy. Orthex aims to launch successful profitable products for the mass market.
- When developing new products and concepts, Orthex will focus on creating long-lasting solutions for an organised and enjoyable home and improving consumers’ everyday life with sustainable and practical products with timeless design.
Supply excellence
- Orthex builds local presence with regional production and an agile supply chain, ensures continuous efficiency and cost improvements, and reduces operational complexity.
Learn more about Orthex’s operating environment here.