Optimize the existing store network

Market share growth is one of our main ambitions, and adding new stores to our network to further increase the proximity to our customers is key to achieving this goal. Our approach includes targeted store openings, relocations, and refurbishments, but also store closures in places where customer traffic patterns have changed. We generally pursue store network expansion in countries where there is a proven and profitable store format, a relatively low density of stores, and a strategic growth ambition. In other countries, store openings and acquisitions are more selective and focused on when ‘white spot’ opportunities become available. As a prerequisite for expanding our store portfolio, we carefully assess each business case and ensure the operational and organizational platform is in place to support growth, as well as the financial and internal controls, and governance practices.