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Strategic growth areas

To drive growth, Embellence Group focus on six areas: organic growth, build exciting brands, product innovation while nurturing design icons, utilize group synergies and strategic M&A that strengthen the Group. There are defined priorities for the next years within each area.

 ?  : Strategi 2024

Organic growth focus

Setting priority on organic growth creates a winning culture. Our people are key to this approach, we focus on how to support their growth and encourage them to excel.

Build exciting brands

Our Brands pursue a long-term vision, each of them has a distinctive identity combining history with forward-thinking. Our Brands continue their dedication and work to engage with core audiences, both consumers and Architects/ Designers.

Product innovation while nurturing design icons

Our five distinct design studios combine their heritage with strong design icons with fresh new ideas to create new designs for the future. Group driven product innovation to make them more durable, beautiful and sustainable.

Expand across selected geographies and channels

A continued expansion into more geographies and channels fuels growth and ensures the Group is well-positioned to withstand the impact of shifting economy.

Focus for Embellence Group Brands are to continue the international expansion primarily in US, Continental Europe and the Mediterranean Basin.

From a channel perspective, Hospitality sector, has been a growth engine for the last year and there are large opportunities to expand our presence primarily with hotels and restaurants. Finally, to support the customer journey across all channels, Direct to Consumer, will be a continued focus for our four consumer focused Brands. 

Utilize Group synergies

We believe in creating intelligent synergies while respecting the individual identities and autonomy of each Brand. On top of the traditional centralized Group functions: Strategy & governance, Finance, IT, Sustainability, HR & talent management already in place with Embellence Group, we are increasing the group support on Digitization and use of AI, product portfolio management, global partnerships and sourcing. 

Strategic M&A that strengthens the Group

We maintain an M&A target list based on focused fit within interior decoration (wallpaper, rugs and pattern-based fabrics), logical geographical location and premium positioning within their niche. M&A serve as an important complement to our organic growth focus. Key in the M&A approach is how we develop the acquired Brand(s) once within the Group