“KappAhl is to be the leading and most profitable fashion chain in the Nordic area for the customer group aged 30–50.” This is the vision that drives KappAhl forward. It says where we are heading and what we are striving for together. All our day-to-day activities are to lead ultimately towards the vision. Each initiative, each change, each decision.
KappAhl’s mission is “Value-for-money fashion with wide appeal’’. It is the company’s task to give people the opportunity to be well dressed. When customers have shopped at KappAhl they should feel fashionably dressed and that they have spent their money wisely.
KappAhl’s strategy is aimed at earnings growth and improved profitability.
The strategy consists of:
• expanding the store network,
• continually upgrading stores,
• increasing sales in existing stores,
• using economies of scale in the business model.
KappAhl sells clothes in the fashion markets of Sweden, Norway, Finland and Poland. The company’s single largest market is Sweden. The total value of KappAhl’s market at the beginning of 2009 was SEK 194 billion after several years of good growth.
KappAhl sells fashion for the whole family, but the main target group is women aged 30 to 50 who buy for all members of the family. KappAhl devotes considerable resources to understanding customers and their circumstances. KappAhl monitors fashion trends and adapts them to products that meet customers’ needs. This customer focus is an important reason why KappAhl is one of the largest womenswear retailers in the Nordic region and why the company is also forging ahead in childrenswear and menswear.
Share of KappAhl’s net sales Woman 58% Child 28% Man 14%
KappAhl Woman offers a wide, varied range of clothes for every occasion – party, smart casual and leisure. The collections include complete wardrobes, from underwear to outdoor clothing and accessories.
KappAhl Child has a broad target group. It covers babies to “tweens” – a rapidly growing group of children who are midway between children and teenagers.
KappAhl Man offers a varied range of clothes – party, smart casual and leisure. The collections contain a coordinated range from underwear to outdoor clothing.