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.
Product-driven growth to expand our market position
Thule is a product-driven company that for more than 80 years has consistently managed to create an edge through innovation. We will continue to do so, by investing heavily in our own abilities, particularly when it comes to quality and innovation. We have won countless design awards and are focused on finding the combination of functionality a.
Acquisitions to complement organic growth
Thule has successfully expanded its number of pockets, both organically and through acquisitions. Organic growth will remain the basis for our growth. We see acquisitions as an effective way of adding new categories. Before we acquire a company and its products, they must meet the stringent requirements we set for a product category. Few companies are able to do so, but for those that do, acquiring them enables us to quickly enter a new market.
Thule’s premium brand and culture
The Thule brand is strongly associated with safe, user-friendly and sustainably designed products. The world’s leading outdoor enthusiasts use Thule’s products and we have an extensive history with generations of users creating a relationship with the brand and our products.