Clas Ohlson UK Expansion
About the brand
Clas Ohlson is a Swedish hardware store chain and mail-order firm that specialises in hardware, home, leisure, electrical and multimedia products. It is one of the biggest of its type in Scandinavia, with a total of approximately 180 stores.
In 2008, the company opened its first UK retail store in Croydon, South London and required advice on locations for .future expansion
- Understand the key drivers of Clas Ohlson’s business model in Scandinavia
- Translate this to the UK market
- Identify the most suitable target locations with estimated turnover.
WHAT WE DID
Classified the potential shopper and used this to create a UK demand surface.
Prioritised locations with high numbers of key shoppers
Used detailed knowledge on catchment potential to estimate site turnovers for the identified locations
Compared priority locations against existing portfolio stores and competitors in terms of turnovers, catchment size and key customer profiles
Delivered a suite of reports and supporting evidence to the UK team for incorporation into their recommendations to the main board in Sweden
The top 250 locations, in terms of estimated turnover, were used to create Clas Ohlson’s UK expansion strategy
The UK chain expanded from 1 to 13 stores
Outputs were used by marketing teams to assist launch activity.