The Group’s overall strategy is to identify growth segments, where the business areas can distinguish themselves with established brands and sought-after supply solutions with high customer value. OptiGroup’s intention is for each business area to be leader in selected markets and segments, with healthy growth and profitability as a result.

Five strategic focus areas

OptiGroup has identified five strategic focus areas with the goal that the Group should continue to grow and develop in its business areas, partly geographically and partly by making its offering broader and more sustainable. OptiGroup’s overall strategy and the five focus areas are important elements of the governance that the Parent Company pursues within the Group and that provides guidance to the business areas in their day-to-day activities.

Growth and leading customer offerings
Growth and leading customer offerings - OptiGroup will adapt operations to increase sales in growth areas and in own product brands, while the business areas are to be leaders in offering value adding customer solutions.
Acquisitions and synergies
Acquisitions and synergies - OptiGroup will acquire companies that complement and strengthen the business areas’ offering. The Group will also work to increase synergies between business areas and their companies.
Cash conversion
Cash conversion - OptiGroup will work for strong cash flow, enabling it to pursue an active and expansive acquisition agenda.
Digitisation of offerings and processes
Digitisation of offerings and processes - OptiGroup will promote increased digitisation of the Group's operations through continuous development of the companies' e-commerce platforms and further digitisation of external and internal business processes.
Sustainability
Sustainability - OptiGroup will continuously integrate sustainability into its respective companies' business models and work to broaden its range of sustainable products, and sustainable purchasing and distribution chains.

Strategic objectives

  • Leading position in the business segments in which OptiGroup operates.
  • Organic sales growth >3%.
  • Adjusted EBITA margin >9%.
  • Cash conversion >90 percent.
  • E-commerce solutions to account for more than 50 percent of the number of orders.
  • Carbon neutral in Scope 1 and 2, and in Scope 3 Category 9 for downstream distribution by 2030.
  • Product sales of items manufactured using bio-based or recycled material >70%.
  • 100 percent of new and existing suppliers to comply with the OptiGroup Supplier Code of Conduct.