Key Retailer Report
June 2011
Within the two NK department stores in Sweden, the different departments are run by independent companies. NK Glas, Porslin &
Kök is the company operating the housewares departments in the
NK stores.
Corporate website: www.nk.se
Consumer website: www.nk.se
Contact Information (buying office)
NK - NK Glas, Porslin & Kök
Hamngatan 18-20
11147 Stockholm
Sweden
Mr. Jörgen Eriksson; CEO
Tel: +46 8 7628000
Fax: +46 8 211464
Email: [email protected]
Ms. Lena Sturesson Vallien; Purchasing Manager
Tel: +46 8 7628000
Fax: +46 8 211464
Email: [email protected]
Ms. Pia Karlsson; Buyer
Tel: +46 8 7628000
Fax: +46 8 211464
Email: [email protected]
Background Information
Number of Stores: 2
Store Locations: Two department stores in Sweden, one in
Stockholm and one in Gothenburg
Type of Store: Department store - NK Glas, Porslin & Kök runs
the housewares department in the NK department stores.
Housewares Percentage of Total Sales: 100%
Housewares Percentage of Total Square Meters: 100%
Position within the Market: One of the leading retailers for high
quality housewares products in Sweden
Target Consumer: Above average income consumer
(Continued on back)
Stores and Products
Store Layout / Look / Feel: High-end department store with a
luxurious feel.
Home / Housewares Product Categories: Tableware, kitchenware,
cook & bakeware, kitchen electrics, glassware, home décor
Pricing Strategy: Mid to high prices, comparable to the brands and
products offered.
Quality / Design / Branding Strategy: Leading Nordic and international brands are key, good-quality, high design, functionality.
Company Brands Sold: Nespresso, Jura, Rosti Mepal, Bodum, Stelton, Cuisipro, Cristel, Le Creuset, Guzzini, Reisenthal, NordicWare,
LSA, Iittala, Orrefors, Riedel, Peugeot, etc.
Key Marketing Tools & Promotions: Special events, social media
(Facebook, YouTube), e-newsletters, loyal customer program with
special benefits and communications. Informative website www.nk.se
with product information, videos, etc.
Suppliers and Sourcing
Sourcing Strategies
– Global
– Direct from vendors / product suppliers
– Through Distributors
Supplier Expectations Regarding
Products:
High quality, good design.
Pricing:
Pricing to match the products/quality.
Promotions: Promotional support helps but is not
necessary. Opportunities for demonstrations
and campaigns.
Success Factors and Expansion
Plans & Expectations
Success Factors: Well-known high quality brands, excellent
customer service. Beautiful stores, providing an inspiring
shopping experience.
The NK Glas, Porslin & Kök profile created by:
Inspired Connection
Piritta Törrö
Tel: +358 (0)400 255 612
Email: [email protected]