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~ Ranpak ~

can have this access to expertise, to guidance, to training markets. But there is not a fixed plan; it is basically to go as
when our business is changing and we need some expert fast as we can.”
knowledge on these matters, a knowledge we do not have
in-house.” “Also, we can either try to put priority on opening new
markets online, or we can focus on improving the total
How much of the business is done by traditional experience of the online customer in those markets where
brick-and-mortar stores, and how much is done we are already selling. And I believe that the latter part
online? is, in the short term, what we should do. Because we are
“The physical stores have around 95% of the total turnover. extremely new to e-commerce, we are still learning to crawl,
And e-commerce is 5% to 10%, but it is growing faster than and I believe we should put our investments in becoming
the traditional.” stronger where we are before expanding into new markets.”

Solidifying the present to guarantee the future And what cross-border commerce trends do you think
Søstrene Grene will pursue?
Søstrene Grene’s growth has been incredible for only a “When we started our online business, we had the
ten-year span. Yet, there is much more room to grow for philosophy that we wanted our online and offline to
the brand. And Claus wants this growth to be done at the be a mirror of each other. We thought it should be the
proper pace and with the proper assurances to guarantee the same assortment, the same offer to our customers. We
brand’s future. have diverted from that. Because what we can see is that
those two channels have different strengths and different
What plans does Søstrene Grene have for the near limitations. So we aim to offer a more diversified assortment
future? and a more diversified market approach for our online and
“On the physical side, we are looking to grow into, roughly offline stores. But it should still be something that goes
speaking, 100 additional stores in the next three years. hand in hand and involves supporting each other, but it
Online is expected to grow faster. But it also depends on should not necessarily be a one-to-one experience.”
how we open new markets and the focus we put into these

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