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KAPPAHL

“We can combine
   growth and

  sustainability”

    2021 was both successful and eventful for Kappahl. Sales and
 earnings grew strongly, and Kappahl rolled out strategic projects
and launched new brands to ensure growth would continue across

                                     the Group.

“The Kappahl brand was reinforced during the pandemic as we                         “We’ve demonstrated great drive and commitment throughout
                  managed to cope with lots of challenges in 2021, with positive  the company and implemented Kappahl’s new brand strategy and
                  outcomes. Kappahl now has even more loyal customers,            our higher purpose: celebrating diversity in everyday life. We’ve
     and we managed to engage with them in a variety of channels while            also strengthened our values and clarified our business concept –
     successfully managing our costs.”                                            affordable and responsible fashion to our customers in a simple yet
        If 2020 was a year in which Kappahl dealt with the challenges of          inspiring way.”
     the pandemic and planned for increased growth, 2021 was the year in
     which the company successfully made the transition from words to             CLIMATE STRATEGY ROOTED IN GROWTH PLAN
     action. A number of strategic projects were launched and significant         In 2021, Kappahl devised a climate strategy based on the Paris Agree-
     investments were made in order to reinforce and develop the brand            ment which is rooted in the company’s ambitious growth plan: to shift
     and prepare for sales in more markets and channels. 2021 was also            to a sustainable business model. Its aim is to halve its absolute footprint
     the year in which a climate strategy was devised that’s realistic in         across the entire value chain by 2030, from supplier to customer.
     commercial terms and firmly rooted in the ambitious plan for growth.
     Turnover rose to SEK 4,665 million and profit more than doubled                “We can combine growth and sustainability. To achieve this, we have
     compared with the previous year.                                             to take responsibility for our entire carbon footprint, from design to
                                                                                  production and, eventually, the user phase. We have to make it easy for
                                                                                  our customers to adopt a more sustainable approach and ensure long
                                                                                  life for their clothing.”

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