Presentation on theme: "President Martin Nordin"— Presentation transcript:
1 President Martin Nordin PRESENTATION OF THEFENIX OUTDOOR GROUPPresident Martin Nordin
2 BUSINESS CONCEPTThe business concept of Fenix Outdoor is to develop and market high quality and low-weight outdoor products through a selected retail network with a high level of service and professionalism to end-consumers with high expectations
3 THE HISTORY OF THE FENIX OUTDOOR GROUP 1950: The founder, Åke Nordin starts to develop outdoor equipment1960: Fjällräven AB is founded1983: Fjällräven is introduced on the Swedish OTC stock exchange1998: The logistic centre in Holland is built out in order to servethe whole of Europe2001: Fjällräven acquires Tierra AB and the three retail chainsFriluftsbolaget, Naturkompaniet (Sweden) and SkandinaviskHøyfjellsutstyr (Norway).2002: Primus is acquired. The Fjällräven Group changes its name to Fenix Outdoor Group.2003: New logistic and warehouse opened in Holland2004: Hanwag is acquired2007: Skandinavisk Høyfjellsutstyr (Norway) sold.2008: JV established in China.2009: Naturkompaniet opens up its 21th own shop (totally 28 including franchise).
4 Fenix Outdoor AB (publ) ORGANISATION STRUCTUREFenix Outdoor AB (publ)BrandsRetailLogisticsCFOHanwagFjällrävenPrimusTierraNatur-kompanietAccounting TreasuryITFacilities.
8 GROUP GOALSBecome one of the leading players inEurope in outdoor clothing and equipment”Fenix Outdoor is aiming at strong international growth while retaining an outstanding profitability”Achieve an average profit marginbefore taxes of at least 10%Achieve a average growth rate of at least 10% per annum in the next five years
9 A European expansion based on a Establish new business on new markets HOW DO WE REACH OUR LONG TERM GOALS?Fenix Outdoor Groupwill achieve its goalsin two waysA European expansion based on astrong Nordic retail network and strong brands, through organic growth:MarketingUse retail feedbackEstablish new business on new marketsExpanding the brands division through acquiring additional outdoor brands.Use and develop our well-functioning logistic organisation as a platform for further expansion while maintaining profitability and using synergies of scale
11 STRONG EUROPEAN MARKET POSITION Share of Net Sales for Brands on different marketsSUMMARY BRANDS2008Net sales 708,0 (610,8) MSEK, an increase of 16%.Operating result for Brands 109,6 (99,3) MSEK.2009 Q1Net sales 245,5 (179,3) MSEK, an increase of 37%.Operating result56,7 (43,5) MSEK.Germany 36,6% 33,6% ,9%Benelux 15,8% 15,7% 16,8%Other Nordic 16,9% 18,1% 17,1%Other Europe 13,1% 12,5% 12,7%Sweden, excl 11,1% 12,6% 11,4%sales to Naturk.Other markets 6,4% 7,5% 8,1%
12 THE BRANDS DIVISION - FJÄLLRÄVEN The Fjällräven products are distributed through several selected retailers in countries where the company is representedFjällräven designs and develops a summer- and winter collection each year.Fjällräven has a presence in more than 15 countriesFjällräven has an excellent position to keep strong growth and profitability in the years to comeThe brand awareness of Fjällräven is high on several European markets.
13 THE BRANDS DIVISION - TIERRA The Tierra brand was founded in 1982 and is one of the leading brands in Scandinavia in the segment for high-tech clothing for demanding outdoor activitiesThe products are targeted at end-consumers with a strong interest in outdoor activities and that are expecting high functionality and extremely high quality productsTierra has a presence in Sweden and NorwayTierra is a complement to Fjällräven with technical garments
14 THE BRANDS DIVISION - PRIMUS Primus was founded in 1892 and develops outdoor and camping equipment in the segments of boiling, heating and lighting, powered by gas and liquid fuels.The Primus products are targeted at end-consumers demanding portable equipment for extreme conditions.Primus is through pioneering research and development the leading manufacturer of boiling and lighting equipment for the outdoor market.Primus has a world-wide presencePrimus largest markets are the USA, Scandinavia and Western Europe.
15 THE BRANDS DIVISION - HANWAG The firm Hanwag has been manufacturing Hanwag boots just north of Munich since 1921, gaining a worldwide reputation for the exceptional quality of their boots.Hanwag has a world-wide presenceHanwag´s largest markets are Germany and Holland.Hanwag boots are sold in 16 countries across the world.
17 THE RETAIL DIVISION 28 stores A retail network of 28 stores in attractive sites in Sweden creates a solid base for growth. New shop opened in Halmstad in September 2008, new franchisestore in Kristianstad, April 2009 and new shop in Stockholm 2009.Focus on selling well-known brands and high-quality products to end-consumers with high expectations of quality and functionality.A unique focus on the outdoor segment offering a wide range assortment of clothing, shoes, equipment, maps etc. is a competitive advantage over other retail networks focusing on general sports goods.28 storesNaturkompaniet
18 A BROAD RETAIL ASSORTMENT SUMMARY RETAIL2008Net sales 253,1 (234,2) MSEK, an increase of 8%, comp. units +2%.Operating result for Retail 25,9 (24,5) MSEK.2009 Q1Net sales 53,1 (43,5) MSEK, an increase of 22%, comp units +20%.Operating result 1,4 (-1,5) MSEK.The retail chains marketing and sells a broad assortment for an active outdoor life:Clothes (Tierra, Fjällräven, North Face, Patagonia, Haglöfs, Marmot etc.)Shoes and boots (Hanwag, Meindl, Teva etc.)Technical equipment (Primus, Silva, Trangia etc.)Other outdoor equipment including books and maps”The complete assortment of outdoor products is a competitive advantage towards other retailers only focusing on sporting goods”