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Strive25 - sustainable growth leadership - marked a
critical juncture in Coloplast’s history, defined by
significant investments in both organic and inorganic
initiatives to secure long-term growth and value
creation. At the heart of our strategy was a
commitment to deliver above-market growth and
industry-leading profitability, anchored in four
enterprise-wide themes: innovation, efficiency,
sustainability and leadership.
Our innovation agenda delivered tangible results. In
Chronic Care, we launched Luja™, an intermittent
catheter platform that addresses a major unmet need -
reducing urinary tract infection risk. Supported by
strong clinical evidence, Luja is the most significant
Continence Care launch in a decade, and its rollout in
key markets has received positive feedback from
healthcare professionals and users. Alongside Luja, we
expanded our portfolio with line extensions across
business areas, including black bags and a new two-
piece offering within SenSura® Mio in Ostomy Care.
A defining aspect of Strive25 was the decision to
pursue inorganic growth opportunities. Over the
period, we completed three strategic acquisitions, each
chosen for their attractive markets, strong
technologies, and leadership potential, ensuring long-
term growth and value creation.
Intibia™ (2020) introduced an early-stage technology
for treating overactive bladder in Interventional
Urology. With launch expected in 2026/27, Intibia
positions Coloplast in a fast-growing segment,
supporting our ambition to lift the momentum in
Interventional Urology.
Atos Medical (2022) established Voice & Respiratory
Care as a new chronic area, characterised by high
entry barriers and significant untapped potential. Atos
brings a strong commercial presence, and sustained
growth of 8–10% p.a.
Kerecis (2023) marked our entry into biologics wound
care. Its differentiated fish-skin technology offers
unique clinical value and a strong US platform,
creating opportunities to transform wound care
through attractive growth and profitability expansion.
Strive25 also prioritised operational efficiency and
sustainability. We diversified our manufacturing
footprint, expanded capacity, and invested in
automation to boost resilience and competitiveness. At
the same time, we advanced emissions reduction and
responsible material use, reinforcing Coloplast’s
reputation as a responsible industry leader.
Yet, the external environment shifted dramatically
during the period. Covid-19, geopolitical tensions,
persistent inflation, and a fundamentally changed
market landscape in China created new headwinds
that challenged our original assumptions and strategic
ambitions. China, once anticipated as a key growth
engine, saw growth reduced to low single-digit by the
end of the Strive25 period. Inflation and rising interest
rates, especially in Europe, increased input costs and
placed pressure on our gross profit margins. At the
same time, public healthcare budgets came under
strain, and reimbursement reforms added new
uncertainty and complexity in the US market.
Internally, Coloplast evolved from a company with one
coherent culture and a highly concentrated
manufacturing footprint to a more diversified, complex
organisation with several purpose-driven cultures.
Strive25’s financial metrics were affected by
operational challenges, inflation, and M&A, preventing
full delivery on our original organic growth and EBIT
margin ambitions. In response, we launched targeted
actions in 2024/25: restructuring in China,
profitability initiatives in Wound Care, and cost
optimisation in Interventional Urology.
While Strive25 did not deliver the value creation we
had hoped for, it has established a strong foundation
and key building blocks for future value creation.
Impact4 - setting the standard of care at scale - marks
a bold new chapter for Coloplast with a clear direction
and strong focus on customers and value creation.
By putting customers at the centre, we aim to deliver
best-in-class products, services, and support,
reinforcing our ambition to double our impact and
reach four million people long term.
Impact4 focuses on four priorities: delivering
innovative customer offerings, driving next-level
efficiency, leveraging technology - including AI - to
enhance user experience and scale, and fostering a
high-performance, sustainable culture.
The priorities are supported by clear financial targets:
7-8% organic revenue CAGR through FY 2029/30,
EBIT growth in line with or above revenue growth, and
ROIC above 20% by 2029/30, up from 15% (adjusted)
in 2024/25.
After a Strive25 period of major investments, Impact4
has a clear focus on impact and value creation.
To deliver on our ambition, we have reorganised into
two focused business units - Chronic Care and Acute
Care - to respect the differences in market dynamics,
customer needs, patient pathways and business
models. Integrating Advanced Wound Dressings and
Biologics into one combined Wound & Tissue Repair
unit further strengthens our innovation and global
reach.
On May 5, 2025 Kristian Villumsen stepped down as
CEO with the Board of Directors decision to initiate the
search for a new CEO to lead Coloplast into its next
phase. We would like to thank Kristian for his
dedication and contributions to Coloplast over the past
17 years. The search is ongoing and an announcement
will follow once a decision has been made.
We would like to thank our customers, colleagues, and
investors for your trust and support in 2024/25. Your
engagement and partnership have been instrumental
in advancing our mission, making a positive impact for
patients, healthcare systems, and society.
As we move into Impact4, we do so from a position of
strength, with a clear structure, a strengthened leader-
ship team, and an ambitious strategy towards 2030.
Coloplast is well positioned to set the standard of care
at scale, create lasting value for all stakeholders, and
continue making life easier for people with intimate
healthcare needs.
of the Board of Directors
Management’s Report | Highlights | Chair and CEO’s letter
5 Annual Report 2024/25