Market
In Finland, there are 28 Anttila department
stores and two smaller speciality
stores. The eight Kodin Ykkönen department
stores for interior decoration and
home goods are complemented with the
Kodin1.com online store. NetAnttila is
engaged in distance sales and serves its
customers online and with catalogues in
Finland, Estonia and Latvia.
Anttila retails entertainment, fashion
and home goods; their total market in
Finland is estimated at €7–8 billion. The
annual growth in the market has been
3–5%.
Customers of Anttila department stores
value diversified selections of leisure
items, clothing and home goods combined
with a low price level and friendly
service.
Kodin Ykkönen provides a superior
selection and services for decorators of
cosy homes. Customers of Kodin Ykkönen
value diversity, interior decoration ideas,
and good design and other service.
For several years, NetAnttila has been
the best-known and most popular online
department store among Finns. Customers
of NetAnttila value its pioneering position,
easy shopping and reliability as well as
low prices and wide selections.
The TopTen department concept is the
largest retailer of music, movies and multimedia
in Finland, and a major seller of
information technology and electronics.
Topten.fi pages offer current information
about new products and various events.
Anttila Store is Anttila's new speciality
store which offers, in addition to the
strong TopTen and cosmetics departments,
a selection of products of current interest
that change from one season to another.
Anttila's competitors include department
stores, hypermarkets, speciality store
chains and online stores. The importance
of discounters as competitors is growing
as they form chains and expand, while
increasing the number of branded goods
in their selections.
Strengths Anttila
focuses on multi-channel home
and speciality goods retailing. Approximately
26 million customers visit Anttila
every year. There are some 2,100 employees
in the customer service.
Anttila bases its comprehensive selections
on customer wishes, purchasing
behaviour and over 50,000 annual items
of customer feedback. Anttila's strengths
include stores that provide ideas and
sales-oriented service.
Centralised purchasing and effective
support activities enable competitive pricing
and quick reactions to market
changes.
Year 2008
In 2008, Anttila's net sales totalled €560
million, a decrease of 0.7%. Anttila's
operating profit excluding non-recurring
items was €19.8 million and was down by
€5.4 million.
New department stores were opened in
Pori and Rovaniemi. The store in Pori
replaced the existing outlet. A special
Anttila Store was opened in Nummela,
Vihti.
Because of the economic uncertainty,
sales slowed down during late 2008. Retail
sales of Anttila department stores totalled
€393 million in 2008, representing a
decrease of 1.3%. Sales of Kodin Ykkönen
department stores amounted to €181 million,
down by 1.9%.
Distance sales increased in Finland by
4.9% and Estonia by 1.4%, but decreased
in Latvia by 17.6%.
Objectives
Anttila's strategic objectives include
strengthening its market position on a
profitable basis, increasing the appeal of
brands, raising the competence and productivity
to a high level and increasing
online services.
Anttila's target is healthy sales growth
and good profitability by increasing the
average purchase and the number of customer
visits. Anttila will continue training
the staff in customer service and sales.
The range of services related to home and
speciality goods will be developed and
marketed actively by leveraging the many
channels the company has at its disposal.
In 2009, a new Anttila department store
will be opened in the Skanssi shopping
centre in Turku and the second Kodin
Ykkönen in Tampere, in Lielahti.
Anttila, home and speciality goods of
K-citymarket and other home and speciality
goods companies of the Kesko Group
will intensify their cooperation in 2009.
Synergy benefits are sought, above all, in
goods sourcing and purchasing, management
and customer relationship management.
