Case:
THULE

Situation

- Perceived as a B2B original equipment (OE) supplier to the automotive industry.

Complication

- Private equity owned (Nordic Capital) with ambition to conduct an IPO.

- OE perception resulted in a lower valuation of the company than wanted in front of an IPO. 

Solution

- Transfer the company from a B2B company into a global lifestyle company (B2C).

- Consolidating a wide brand portfolio into one global brand (Thule).

- Develop and implement a new global brand platform, direction, identity, culture, organization, product portfolio, distribution and communication.

- Divesting companies and brands that didn’t fit the new direction.

- Implemented a winning culture.

Results

- Doubled the valuation of the company in 4 years.

- Developed a leading global lifestyle brand.

- Seriously reduced number of competitiors.
- Successful IPO.