Strategy

Our strategic goal is to continue strengthening our position as one of the leading Sports and Outdoor Goods companies in the world. With the Thule brand, we will continue to be the undisputed leader in our current major product category, Sport&Cargo Carriers. As well as entering new product categories that are in the scope of the company’s motto –
Active Life, Simplified.

We also aim to strengthen our position in the bags segment with a broader offer in both urban (bags and cases for electronic devices) and outdoor environments (sport and travel bags), through both the Case Logic and the Thule brands.

The Thule Group management continuously looks at possibilities to enter additional categories that fit the company’s competence and strategic direction to provide branded consumer goods that enable active lives.

Thule Group has a clearly delegated responsibility in our sales regions, which are close to the customers and consumers in the local markets in the 140 countries we sell our products. However, in order to ensure a common vision and joint processes and to coordinate the work between the sales regions in key areas such as HR, brand communication, corporate communication and finance, as well as to benefit from synergies in product development and the supply chain, these functions also appear at the Group level within the Thule Group.

Strategic priorities

Our strategy is based on creating long-term value through consumer-driven innovation, proven material and manufacturing competence, financial strength and a strong focus on sustainability throughout the entire value chain. Thanks to a strategy that our employees feel a sense of responsibility for and are passionate about achieving, we are building upon our strong position as a leading global lifestyle company. 

 

Global brand
A strong lifestyle brand with loyal customers

Our Thule brand is used in all our four product categories and is developed through a strong collaboration and affinity with our ambassadors and users globally. They can rely on our products to always meet high demands on function, aesthetics and performance, and to have circular lifecycles with low climate impact.

In other words, in line with our expectations and our aim to create and market products that facilitate an active everyday and leisure life.

 

 

Culture of innovation
With a circular business model at the core

Our long-term success is built on consumer-driven innovation, where the product’s entire lifecycle perspective is taken into consideration.

We safeguard the earth’s resources, secure a long lifespan for our products and ensure that they can ultimately be dismantled and recycled.

With deep insights into consumers’ product use, priorities, safety, quality and sustainable design, we ensure that our product portfolio is attractive to conscientious consumers throughout the world who make proactive choices.

Efficient manufacturing
A safe and secure work environment

Manufacturing in our nine assembly plants is characterized by continuous and systematic safety work with a vision of zero injuries and accidents. The environment is highly automated and can manage significant fluctuations in demand.

Through constant improvements, we enhance the efficiency of all processes, while reducing the environmental and climate impact, internally and at our partners.

We believe in the power of people to move the world forward, and in the responsibility of companies to invest in people. Diversity, fairness and inclusivity are natural components of our corporate culture.

Net-zero CO2
Committed employees drive development of net zero

Our work throughout our value chain is characterized by high ambitions. The environmental and climate targets for 2030, in line with the Paris Agreement, and our long-term net-zero target for 2050 are calculated in accordance with the GHG protocol and scientifically verified by the Science Based Targets initiative (SBTi).

We are systematically moving towards fossil-free operations by adopting ambitious targets that are clear to everyone.

Financial strength
Long-term stability and strong growth

Our strong financial position and efficient business model allows a long-term and flexible approach when pursuing growth.

We firmly believe that a focus on growth drives an organization to perform better and creates a winning culture. Thule Group’s long-term growth target is to achieve sales of SEK 20 billion by 2030.

Goal

To be the leading company in our industry that makes it easy for people to enjoy an active life.

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