Strategy
Thule’s market-leading positions and its ability to develop them is one of its greatest strengths. In combination with Thule’s strong brand that stands for safe, userfriendly and sustainably designed products, this sets a clear path forward for Thule as a leading global lifestyle company.
Focus on marketleading positions in attractive product categories
We create the most value where we have market-leading positions. Ninety percent of our value creation since 2014 has come from a handful of market-leading positions. Therefore, we will continue to build leading positions in attractive product niches or “pockets”.
A market niche is attractive to us if it fits with the Thule brand, shows growth and has customers willing to pay for premium products. Barriers to entry, such as regulations or safety requirements, which create some degree of complexity, are to our advantage. We are aiming for categories that grow through innovation.