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Growing our Exclusive Brands share
With our simple and transparent value-for-money proposition, we offer well known international brands, as well as affordable and high quality in-house brands. Our Exclusive Brands have distinct features in terms of design and technology that provide high quality at affordable prices to our customers while at the same time allowing attractive margins for the business. They are a key ingredient in our commercial strategy which differentiates us in our markets and delivers distinct benefits to our customers.
The global assortment of Exclusive Brands covers the full consumer spectrum and is supported by globally developed in-store and media marketing tools to communicate the brand benefits, including their style and technical features. The harmonization of both products and our supplier base allows for a stronger value proposition and positioning of each Exclusive Brand, faster replenishment cycles, greater delivery reliability, higher quality and lower cost.
In 2016, we increased the volume share of our Exclusive Brand frames to approx. 70%. This improvement was achieved in all three segments, with the strongest growth seen in the G4. This development reflects the steps we have taken to constantly improve the style and technical features of our Exclusive Brands. It also demonstrates the success of our marketing strategy, which complements strong in-store communication with marketing tools including CRM, and traditional and digital media.
The roll-out of our Exclusive Brands assortment was accompanied by elaborate staff training, while ensuring that our incentives and objectives are fully aligned. We also took the opportunity to review and optimize our assortment of third-party brands to further expand the opportunities of our Exclusive Brands portfolio.