Annual Report 2017

Optimize the existing store network

Market share growth is one of our main areas of focus, and adding new stores to our network to further increase the proximity to our customers is key to achieving this goal. Our approach includes targeted store openings, relocations, and refurbishments, as well as store closures in places where customer traffic patterns have changed.

We generally pursue store network expansion in countries where there is a strategic growth ambition to do so as, a proven and profitable store format in place, and an opportunity to increase the density of our network. In other countries, store openings and acquisitions are more selective and focused on when ‘white spot’ opportunities become available.

As a prerequisite for expanding our store portfolio, we carefully assess each business case and ensure the operational and organizational platform is in place to support growth, alongside the financial and internal controls and governance practices.