BUSINESS CONCEPT
Vision and business idea
“To create a better everyday life for the many people”, this is our vision. Our business idea is “to offer a wide range of well-designed, functional products at prices so low that as many people as possible will be able to afford them”.
We work hard to achieve quality at affordable prices for our customers through optimizing our entire value chain, by building long-term supplier relationships, investing in highly automated production and producing large volumes. Our vision also goes beyond Business. We want to create a better everyday for all people impacted by our business.

SUSTAINABLE GROWTH
Investing for the future
“To create a better everyday life for the many people,” this is our vision. The main financial principle of our Group is to grow by using our own resources. In other words, we earn our money before we spend it. This makes it possible for us to make long-term investments for the future.

Our vision is the foundation for our growth. We want to make sure that we are accessible, so that more people can create a better everyday life. We re-invest a majority of our profits in existing and new products, as well as in product development, sustainable solutions and by continuously lowering prices to our customers.