Market with high DIY affinity

Scandinavia is a very important sales region for the German DIY store supplier Tesa. "It's a very strong market with a high affinity for DIY products", says Matthias Schumacher, director of international sales and key account management at Tesa.
Two factors in particular, make the market so interesting: Compared to many other countries in Europe, on average, the consumers in Scandinavia have a very high income and they are also prepared to spend money on quality premium products.
Tesa has operations in all four countries - Denmark, Norway, Sweden and Finland. The activities with regard to the consumer business sector for the whole region are coordinated and managed from the Nordic subsidiary in Birkerod in Denmark. "We have our own sales structure there with a well-positioned key account management and our own sales employees", Matthias Schumacher reports.

In the end-consumer market, Tesa cooperates with large DIY store retailers from Germany and Finland, who operate in the Scandinavian DIY market, as well as with Swedish trader Clas Ohlson, who also operates in Norway and Finland (as well as in Great Britain, United Arab Emirates and soon in Germany) with its small store concept.
In order to work the market more intensively, Tesa has entered into a cooperation with the Jordan brand, which also represents Tesa in this market sector. Jordan offers paintbrushes, rollers and painting supplies and belongs to the Orkla Group (see the special article on this topic in this issue). Jordan is recognised as a very strong brand by its end-consumers, particularly in its home market, Norway.
By and large, Tesa evaluates the general market as very positive not only because the Scandinavians, in general, are regarded as being keen do-it-yourselfers but especially when it comes to painting and decorating, they love to tackle it themselves. "Own homes, mostly timber constructions - are very well-cared for and kept in good condition", as Matthias Schumacher knows. "A good prerequisite for Tesa articles, with more than 300 products for office, home and garden."