We - KappAhl

CONTENTS
CEO’s statement ..........................................................4
Strategy and goals ........................................................6
Market ..........................................................................8
Target groups .............................................................10
Woman ..................................................................12
Child ......................................................................14
Man ........................................................................16
Sustainable development ...........................................18
Value chain .................................................................21
Idea and design ......................................................22
Purchasing .............................................................23
Manufacturing .......................................................24
STRATEGY 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.
Read more on pages 6–7.
MISSION KappAhl’s m ission
is “Value for money fashion with wide
appeal”. It is the task of the company
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.
Distribution ...........................................................25
Marketing & Store sales ........................................26
Employees ..................................................................28
The KappAhl share ....................................................31
Multi-year and quarterly review ................................33
Financial information ................................................35
Administration report ............................................35
Group income statement .......................................39
Group balance sheet ..............................................40
Group statement of changes in equity ...................42
Group cash flow statement ...................................43
Parent company income statement .......................44
II finansiell information Kappahl 2008/2009