
BOARD OF DIRECTORS’ REPORT Annual report Ekornes QM Holding 2021
33
Operating earnings (EBIT) came in at NOK 417 million (276),
corresponding to an operating margin of 13.2% (10.9%).
Despite European markets being periodically impacted by
Covid-19 related restrictions throughout the year, the
overall development in the region was good, with full year
sales well above 2020 levels. While 2021 sales mainly came
from recliners, sofas and power products, the newly
launched Stressless
®
Dining collection was the fastest
growing category.
Sales development in the Nordic markets was solid
throughout the year, especially in Denmark and Norway,
with the highest demand within the recliner and dining
categories. Rolling out dining products to other regions will
be a priority going forward.
Germany is the single most important market for Ekornes
in Europe. Despite a challenging rst half year, heavily
impacted by shut-downs, full year order intake increased,
even compared to a strong 2020. During the lock down
periods a broad range of initiatives were taken to secure
availability of Stressless
®
products. This, combined with a
good reception of long-awaited motorized products and
retailers reorganising shop oors to favour brands and
near shore production, paved the way for a strong second
half and a satisfactory full year.
North America continued the strong sales performance
seen last year through 2021. Retail demand across all home
furnishing products was strong, with Stressless
®
maintaining
its competitive advantage through reliable and precise
deliveries, ending the year with orders up more than 60%.
After a somewhat lagging re-opening, performance in
Canada returned to pre-pandemic levels during the last
part of the year.
Power was the best-selling category of the Stressless
®
collection in North America, with Stressless
®
Mary and
Emily as the strongest selling brands in the sofa line-up.
Introduction of new commercial variants of Stressless
®
Emily will broaden consumers’ options and is expected to
drive sales of power sofas further into 2022. In the recliner
line-up, Stressless
®
Mike and Stressless
®
Max sales were
high as demand for recliners persisted.
Overall, Asian markets showed solid growth in 2021,
despite being periodically impacted by lockdowns and
restrictions. Chinese markets have developed positively,
especially during the second half of the year, with particularly
strong growth in order intake in the fourth quarter. Being
highly dependent on customers’ ability to see products in
the stores, Ekornes continues its efforts to build a wide
Stressless
®
distribution network in China, based on a broad
range of showrooms channelling trafc to major agship
stores. Ekornes has ambitions to signicantly expand its
dealer network going forward.
As seen across the industry, inated prices of input material
and higher distribution costs increased the overall cost
base. To address the situation, Stressless
®
increased prices
and adjusted campaign programmes early in 2021. However,
as increased distribution costs came into effect immediately,
measures taken to increase prices take longer to materialize,
impacting margins in the short near term. However, as
price increases are rolled out and the strong demand for
premium products in the Stressless
®
product offering
continues, the situation is expected to normalize during the
rst half of 2022.
A key priority for Stressless
®
is to secure product availability
for retailers and to broaden the distribution network while
introducing new relevant products. This includes entering
new product segments such as outdoor and sleeping,
leveraging the Stressless
®
brand and rolling out Stressless
®
Dining to regions outside the Nordics. Furthermore,
improving operational efciency is key, including efforts to
combine Stressless
®
and IMG operations into one.
Generally, the robust supply chain of Stressless
®
and ability
to deliver is a signicant competitive advantage. While lead
times have increased slightly during the year, the situation
is signicantly better than amongst peers with limited stock
availability and more distant production. Entering the new
year, Stressless
®
is well positioned to maintain its strong
position, with stock levels well aligned with expected demand.
IMG
IMG has continued the strong performance in 2021, driven
by sustained consumer focus on the home furnishing
sector, but also by the solid development in IMG’s customer
base in key markets such as North America and Australia.
The reliable supply chain and exible production have
further aided the ability to service customers as well as
gaining new distribution.
The brand remains committed to the white label strategy,
which includes agreements with large industry players to
promote and sell selected IMG recliner models. The strategy
showed signicant effect in 2021, with big orders from
leading distributors such as US wholesaler Costco. The
company is pursuing similar agreements with other major
retailers.