Embellence Group: Winds of change are blowing - ABG
CEO Andgren's network could help DTC efforts Breaking into hospitality market could be complex Capacity in digital print is 2x current sales
ANNONS
More clarity on how to leverage e-com experience
Last week, we visited Borås and Embellence Group's Borås Tapetfabrik (eng. Borås wallpaper factory), and met CEO Johan Andgren and CFO Karin Lidén. Our impression from the meeting is that the new-to-the-role Mr Andgren is wasting no time learning the business, having met the Cole & Son team the week prior. We spoke of the opportunity that is DTC (direct to consumer) sales, boasting vastly different better metrics according to our research and comments by management. Mr Andgren suggested building the e-commerce platform infrastructure through an HQ-dispatched task force put together using his network from previous e-commerce experience. The CFO furthermore noted that Borås is a hotspot for Swedish e-commerce (RVRC, Care of Carl, Ellos, Vanbruun, Bubbleroom were all founded there), making recruiting of key competencies a bit easier. Within the Group, Pappelina is running ahead in terms of DTC share and in the number of countries it sells to, and it is possible that Pappelina could have experience to share internally. Embellence Group does not share hard data or forecasts on the current (or future) profitability of the DTC business, however.
