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10 KAPPAHL’S TARGET GROUPS We love our customers. Not just because they come to us and buy so much. But also because it’s fun to make them happy and satisfied with their appearance. Each of our target groups has its unique behaviour, needs and wishes. What “gets us going” is the challenge of consistently getting it just right for all of them. That’s when we succeed in creating value-formoney fashion with wide appeal, which we’ve been in the habit of doing for several decades and intend to continue. On the next few pages you can read more about each customer group and how we work to create the right fashion for everyone. Kvinna Kvinnan handlar inte bara till sig själv, utan tänker ofta på sin man och sina barn när hon är i butiken. Hon är modeintresserad och vill hellre ha något snyggt med god passform än något som är för fräckt. Det är WOMAN vår uppgift att se till så att hon KappAhl alltid Woman hittar något offers till a sig wide, själv varied range och of clothes sin familj for i våra every butiker. occasion – party, smart casual or leisure. The collections include complete wardrobes, from underwear to outdoor clothing and accessories. Read more on pages 12–13. SHARE OF KAPPAHL’S NET SALES WOMAN 58% Kappahl 2008/2009
CHILD KappAhl Child has a broad target group. It covers babies to “tweens” – a rapidly growing group of young people between children and teenagers. Read more on pages 14–15. SHARE OF KAPPAHL’S NET SALES CHILD 28% MAN KappAhl Man offers a varied range of clothes – party, smart casual and leisure. The collections contain coordinated ranges from underwear to outdoor clothing. Read more on pages 16–17. SHARE OF KAPPAHL’S NET SALES MAN 14% 2008/2009 Kappahl 11
Page 1 and 2: annual report 2009
Page 3 and 4: Parent company balance sheet ......
Page 5 and 6: 1980 1990 2000 KappAhl’s major ex
Page 7 and 8: BUT HOW DOES THE ECONOMY AFFECT YOU
Page 9 and 10: ➻ GROWTH IN NEW AND EXISTING STOR
Page 11: VOLUMES PEAK IN AUTUMN AND WINTER T
Page 15 and 16: IMPORTANT EVENTS DURING THE YEAR
Page 17 and 18: Kappahl.com Om det är något man s
Page 19 and 20: underwear that stands for “the un
Page 21 and 22: not all we care about. The sustaina
Page 23 and 24: 5 STEPS ALONG THE VALUE CHAIN Good-
Page 25 and 26: STEP 2: PURCHASING “RIGHT SALEABI
Page 27 and 28: STEP 5: MARKETING & STORE SALES MAN
Page 29 and 30: Before establishing a new store, ex
Page 31 and 32: clear and comprehensible objectives
Page 33 and 34: THE KAPPAHL SHARE The KappAhl share
Page 35 and 36: Multi-year and quarterly review KEY
Page 37 and 38: ADMINISTRATION REPORT The Board of
Page 39 and 40: The financial risks and their manag
Page 41 and 42: CONSOLIDATED INCOME STATEMENT Amoun
Page 43 and 44: COMMENTS ON THE CONSOLIDATED BALANC
Page 45 and 46: CONSOLIDATED CASH FLOW STATEMENT Am
Page 47 and 48: PARENT COMPANY BALANCE SHEET Amount
Page 49 and 50: PARENT COMPANY CASH FLOW STATEMENT
Page 51 and 52: and losses for defined benefit pens
Page 53 and 54: market, the brand is expected to en
Page 55 and 56: Note 3 cont. Segment Group SEK m No
Page 57 and 58: Note 6 FEES AND REMUNERATION TO AUD
Page 59 and 60: Note 9 cont. Dates of expiry of rep
Page 61 and 62: Note 11 PROPERTY, PLANT AND EQUIPME
Page 63 and 64:
Note 18 EMPLOYEE BENEFITS Pensions
Page 65 and 66:
Note 22 FINANCIAL RISKS AND FINANCI
Page 67 and 68:
Note 25 SEK m PLEDGED ASSETS AND CO
Page 69 and 70:
Note 30 CRITICAL ESTIMATES AND ASSU
Page 71 and 72:
CORPORATE GOVERNANCE REPORT Group m
Page 73 and 74:
In addition to the auditing assignm
Page 75 and 76:
the company’s internal controls a
Page 77 and 78:
Håkan Westin Chief Financial Offic
Page 79 and 80:
Rose-Marie Zell-Lindström (born 19
Page 81 and 82:
NOTES 2008/2009 Kappahl 79
Page 84:
KappAhl Holding AB (publ) Box 303
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