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Strategy
Strategy, business model and value chain (SBM-1)
Puuilo is a Finnish store chain founded in 1982, specializing in DIY, household goods, and pet products.
By the end of the financial year 2025, Puuilo had 56 stores nationwide and an online store, which is an
essential part of Puuilo's multichannel business model. Puuilo serves both private customers and
companies focused on maintenance, repair, or construction. During the reporting period, Puuilo
operated exclusively in Finland.
Each store's product range is the same. It consists of ten main product groups: building materials, HVAC
and electrical accessories, car accessories, household products, garden supplies, pet food and supplies,
tools, free-time and other accessories, groceries, as well as services. The share of seasonal products
is small. The product range includes approximately 30,000 items.
The number of full-time employees in the Group at the end of the reporting period was 950 (849). All
staff work in Finland. The Group's net sales was €442.3 million (€383.4 million).
Company's growth strategy focuses on Puuilo's commercial strengths: low prices, a wide range of
products, and an easy shopping experience. The easy shopping experience and low prices are directly
linked to consumers and end users. A wide and affordable product range is linked to material
environmental sustainability topics (circular economy, climate change) and working conditions for value
chain employees. The global supply chain of products requires extensive logistics, includes several
disposable products, and products that stand out for their quality and durability. The competence of the
staff is crucial in the shopping experience, as customers often need help solving their problems.
The theme of Puuilo’s sustainability strategy is “Responsible Retailer”. Puuilo's sustainability strategy is
divided into three areas: Responsible Supply Chain, Good Workplace, and Environmental and Social
Responsibility. Puuilo aims to offer sustainable and safe products, increase employee commitment and
reduce its carbon footprint. Key objectives include increasing the share of suppliers committed to
sustainability, reducing the return rate of products, improving employee retention and job satisfaction,
increasing the recycling rate of waste and reducing greenhouse gas emissions.
Puuilo's most significant production inputs are skilled personnel, products for sale, retail locations, and
necessary logistics services. Puuilo does not manufacture the products it sells but operates in the value
chain between manufacturers and business and consumer customers. Product manufacturing and
transportation are part of the value chain, while other production inputs are part of Puuilo's operations.
Puuilo ensures the availability of production inputs with a broad, decentralized network of suppliers.
Continuous improvement of staff skills is an essential part of ensuring and developing production inputs.
The upstream end of the value chain consists of the manufacturing of products for sale and the
procurement of the raw materials required for production.
For suppliers, Puuilo offers a growing distribution channel for their manufactured products and a long-
term business partnership. Special attention is paid to supplier selection, as the impacts of the global
supply chain extend widely. Puuilo has approximately 700 suppliers. About 80 percent of purchases are
made from domestic suppliers, while the remaining 20 percent are from Asia or other EU countries.
Puuilo uses the amfori BSCI system to verify the responsibility of the supply chain, and supplier