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Interim report Q1 2022/23
We entered 2022/23 with a relatively
high degree of uncertainty due to
declining consumer confidence driven
by high inflation, rising interest rates
and the war in Ukraine, which, in
combination, have increased the risk of
recession. The geopolitical unrest and
risks related to the potential
continuation of regional lockdowns in
China further increase the uncertainty.
Despite the instability of the macro
environment, we continued to execute
on our strategy but adjusted our plans
in line with market developments.
For the past two and a half years, we have been working
with our transformation strategy aimed at building a
robust business while reorienting strategically towards
scalable growth.
With our current operating environment, building
robustness in the business is more important than ever,
and we are consequently continuing our cost focus,
diligently managing our investments, and working on
production planning in a careful, structured manner to
ensure a tight fit between demand and supply. These
measures will help strengthen our resilience. But we
also want and need to continue our strategic
reorientation efforts in order to make us more relevant,
more competitive and more differentiated in the future,
especially in a potential time of recession. In Q1, we
took a few more, important, incremental steps in the
direction we wish to go.
Long-lasting, magical products designed for
the future
Product longevity is at the heart of our strategy. We
believe in designing and creating long-lasting, circular
products that inspire customers to buy fewer but better
products, thereby challenging the short replacement
cycles in the industry.
In Q1, we launched our new soundbar, Beosound
Theatre. With this launch, we demonstrated our
modularity ambition as the soundbar will fit almost any
TV screen and outlast all normal television cycles. Like
Beosound Level and our other recently launched
products, Beosound Theatre is built in modular design.
The response to the launch was very positive. Besides
being recognised for its sound performance and design,
the ability to extend the life of Beosound Theatre
beyond the normal life of a soundbar has been highly
praised.
We have initiated the process of getting Beosound
Theatre Cradle-to-Cradle certified, which is the world’s
most ambitious product circularity standard.
Beosound Level was the world’s first consumer
electronics product to receive Cradle-to-Cradle
certification. We have committed to certify at least ten
products by the end of our fiscal year 2024/25.
Since the launch of our strategy in April 2020, we have
strengthened our product development team,
especially within software skills. We are continuously
developing our technical platforms and enhancing our
product ecosystem. In Q1, we opened an office in Sofia,
Bulgaria, which will complement our software team in
Denmark. Our success in attracting people and skills
has so far been very encouraging.
In parallel with our dedicated recruitment efforts, we
are committed to motivate and excite the next
generation of product developers. In Q1, we hosted our
annual Innovation Camp in collaboration with Struer
Municipality, University of Aarhus, University of
Aalborg and the Technical University of Denmark. The
camp provided high-quality multidisciplinary STEM
(science, technology, engineering, mathematics) and
sustainability education to engineering, acoustics and
computer science students. The summer school was a
test run for establishing a residential college in Struer in
partnership with the universities focused on acoustics,
STEM and sustainable design for audio products. A
total of 42 highly committed students attended the
camp, and we managed to build excitement about our
company as well as capabilities for the future.
Building the brand and driving demand
Strengthening our brand awareness among our target
audience globally remains a critical lever for future
growth.
Product collaborations have been a programmatic effort
and key priority for many years to reach more potential
customers. Collaborating with other globally recognised
luxury brands not only creates awareness of our brand
but also strengthens our equity. In Q1, we launched two
such collaborations. The first was a limited edition of
our Beosound Explore portable speaker together with
luxury lifestyle brand Supreme, which has a large reach
and adoption among a younger customer segment.
The second collaboration in the quarter was with the
successful luxury fashion house Balenciaga. Together
with Balenciaga, we designed a fully functioning
speaker bag, crafted to resemble the sculptural form of
Balenciaga’s iconic Hourglass handbag.
Progress on key strategic priorities for 2022/23