Profile of KappAhl: A Nordic Fashion Retailer With a
Distinct Product Concept
published in Issue 127, January-February 2007
KappAhl is a leading Nordic
fashion retailer with stores in Sweden, Norway, Finland and
Poland. It has a distinct product concept
fashion with wide consumer appeal
and a clearly defined
target market focusing on women aged 30-50 who buy clothes
for themselves and their families.
Like other large clothing
chains in the Nordic region, it has been gaining market
share at the expense of local chains, independent stores and
department stores. Greater market share, store expansion and
substantial improvements in efficiency have enabled KappAhl
to achieve new records in sales and profitability. In 2006
the company beat another sales record and achieved its
highest profit ever.
Following a financial
turnaround and a refocusing of the business, KappAhl has
found itself in a virtuous circle. Higher profits are paving
the way to further store expansion while an increase in
sales, in turn, is feeding into profits.
It is not surprising that
KappAhl's management is upbeat about the company's
prospects, and is confident that it can achieve its
namely, to become the market leader and
most profitable fashion chain in the Nordic countries for
its chosen customer group.
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