Just another ordinary day

THE STORYTHE PEOPLETHE GROUP

CDON GROUP FROM THE INSIDE

The CDON Group story starts in 1999. Internet use is

established and the market for business via mail order

is undergoing a shift from the traditional companies’

catalogues to the new era of e-commerce. In a small

apartment in one of Malmö’s tallest buildings, a CD store

starts up with a business concept of selling popular

compilation CDs online. The company is owned by the

Modern Times Group and is given the name CDON.com.

The business advances rapidly. Its range is widened to

include DVD films, games, books and home electronics.

Success is secured and the CD store grows into the largest

online department store in the Nordic countries. After several

years of good financial results, CDON.com starts to build a

group consisting of strong e-commerce companies. In 2007

the company begins a series of online store acquisitions and

CDON Group takes shape. A few years later the Modern Times

Group decides to demerge the group and in 2010 CDON Group

is listed on Nasdaq OMX Stockholm.

Today, CDON Group operates a large number of online stores

with well-known brands such as Nelly.com, Tretti.com and

Gymgrossisten.com. The ambition within CDON Group is to

offer the best online stores within all the group’s segments.

Since it was established in 2007, CDON Group has achieved

an average annual growth of 35 percent and the group

continues to grow rapidly, both organically and through

acquisitions.

Every company in CDON Group has its own history and its

own story. But what all the companies in CDON Group have

in common are the characteristics and qualities that are the

basis for our success. These characteristics pervade our

everyday work. It’s about a wealth of ideas, passion and

a lot of hard work. And it’s about courage, committed

staff and loving your customers.

In this presentation CDON Group staff members say, among

other things, that you must risk something in order to achieve

success. And that without your customers, you are nothing.

Get ready to meet the people behind the group’s success.

Perhaps you would like to be one of them? Perhaps you are

interested in making good business deals? Come along with

us and be inspired by just another ordinary day at work.

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reaching our daily targets,” says Anneli Thulin. “We interact with our customers via mail, chat and Facebook and we have a maximum response time of 24 hours. Usually we respond sooner.”

“The basic view within the entire CDON Group is that without customers we are nothing,” continues Anneli Thulin. “It is the basis for all sales. Over the years, as we have built up our own customer service, step by step, we have refined our ability to focus on the customer. Now the whole group will benefit.”

CDON.com’s customer service has been something

of an introductory channel to other parts of the business. Many key positions within the company are filled by people who started out in customer service. Marcus Svensson, Nordic Product Manager Film, is a good example.

“I started at CDON.com in June 2006,” says Marcus Svensson. “I had studied media, film theory, company business administration and project management. At the end of my studies I wrote in and applied for a job in the film department. I was offered a summer job in customer service. I got to know that if you played your cards right there were great opportunities to progress in the

future. I have seen many times since then that it really does work like that.“

After a year in customer service, Marcus Svensson became an assistant in the film department and advanced gradually to become Product Manager Film with responsibility for all the Nordic countries.

“My duties include handling our Nordic agreements and negotiations with suppliers such as Disney, Warner, Universal Pictures and Paramount. I am also responsible for planning campaigns and newsletters, doing daily follow-ups and reporting

CDON.com is the biggest online department store in the Nordic countries, with the largest number of articles and over two million active customers. The business started in 1999 and has a presence in Sweden, Norway, Denmark and Finland. The company’s growth and good profitability has enabled a number of initiatives and acquisitions. CDON.com is also an important culture bearer within CDON Group.

Anneli Thulin is Team Leader at customer service and has worked at CDON.com for 12 years.

“All of my career choices have been about service,” says Anneli

Thulin. “Previously I worked in reception, as a telephone operator and as a secretary. When I came to CDON.com we had 17 employees in the entire office, and four of those were in customer service – one for each country.” Today, Anneli Thulin is Team Leader for both CDON’s and Heppo’s customer service, and has responsibility for a workforce that can number almost 100 people during intensive periods.

“I lead the daily operations, coach the staff, lead further training and workshops, and have responsibility for us

Satisfied customers – the route to successCDON.COM IS THE ONLINE CD STORE THAT GREW TO BE

ONE OF THE MOST SUCCESSFUL DEPARTMENT STORES

IN THE NORDIC COUNTRIES AND WAS THE STARTING

POINT FOR THE ENTIRE CDON GROUP. ANNELI THULIN

WHO IS TEAM LEADER AND MARCUS SVENSSON WHO

IS NORDIC PRODUCT MANAGER, BOTH HAVE THEIR

ROOTS IN THE COMPANY’S CUSTOMER SERVICE.

AT CDON.COM THAT IS NOT ONLY A VALUED MERIT,

IT IS ALSO A KEY TO SUCCESS.

Anneli ThulinTeam Leader, CDON.com

Marcus SvenssonNordic Product Manager Film, CDON.com

CDON GROUP ENTERTAINMENT

CDON.com offers more articles than any other Nordic

online store and has over two million active customers.

The company has achieved good financial results and

strong growth for many years and has become established

as one of the most significant e-commerce players in the

Nordic countries. CDON.com has online stores in Sweden,

Norway, Denmark and Finland.

CDON.com was established in 1999 as an online CD

store. Gradually the range expanded to include films,

games, books and electronics. Today, CDON.com is the

largest Nordic online department store with 70 million

visits per year and is one of the most well-known

trademarks in e-commerce.

Growth has been rapid. Sales passed SEK 1 billion

in 2008 and the SEK 2 billion milestone is likely to

be reached in 2012. The formula for success is:

”A top-class range, the best possible service and

the best value shopping basket.”

In 2007 CDON.com began a series of acquisitions of other

internet retailers with the aim of building a strong group of

online stores. It was the start of CDON Group. The group’s

expertise in online marketing and purchasing has made

CDON.com a culture bearer within the entire CDON

Group, and an entry point for new employees

for a career in e-commerce.

Launched in 1999

The largest Nordic online department store

Sales in Sweden, Norway, Denmark and Finland

Head office in Malmö and warehouse facilities at several locations

CDON.COMThe largest Nordic online department store

to our sales managers. Every day I benefit from having gone the long way via customer service. It was there that I realised that the buying experience must always be good, so that the customer comes back again.”

Marcus Svensson became “Salesman of the Year 2010”. Since then the market for film has changed, but the aim is still to be biggest in film in Sweden,

Norway, Denmark and Finland. CDON.com has begun an exten-sive broadening of the range and is moving increasingly towards becoming a complete department store, which creates more routes to new sales.

“Due to the new product categories we can, for example, create attractive combination offers,” says Marcus Svensson. “Many people who buy a

vacuum cleaner or an iron may also think about buying a film.”

“The wider range has also been a kick for our customer service colleagues,” says Anneli Thulin. “Now more and more of them have the opportunity to specialise and gain deeper knowledge in their own niches and areas of responsibility. Many people think that’s a big lift!”

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“ The basic view within the entire CDON Group is that without customers we are nothing”

Lekmer.com is the largest online toy store in the Nordic

countries. The business has grown fast and the company

is achieving strong growth in toys and its other product

categories. Lekmer.com was established in 2006 and

acquired by CDON Group in 2010. The company has

online stores in Sweden, Norway, Denmark and Finland.

Lekmer.com aims to present a full range for families with

young children. The company offers over 10 000 articles

direct from stock including toys, baby products, children’s

clothes and furnishings for children’s rooms – more than

any bricks & mortar store offers – and the range is growing

all the time.

Due to a pleasant store environment, carefully selected

high-quality products and good service, Lekmer.com has

gained a high level of consumer confidence and strong

loyalty among its customers. The company has the largest

customer base among online toy stores in the Nordic

countries and has also been successful in marketing

across social media. Today, Lekmer has around 60 000

fans on Facebook and the group is constantly growing.

Lekmer.com plans to continue expanding in all its national

markets with a vision to be market-leaders in all product

categories. The company’s head office is in Stockholm

and its warehouse is in Falkenberg.

Launched in 2006

The largest Nordic online toy store

Sales in Sweden, Norway, Denmark and Finland

Head office in Stockholm and warehouse in Falkenberg

LEKMER.COMEverything for kids

Bookplus.fi is a Finnish online bookstore that was

launched in 1995. It was Finland’s very first bookstore

on the internet. Today, Bookplus.fi is considered as

a pioneer in e-commerce.

Bookplus.fi was acquired by CDON Group in December

2007 and has subsequently been integrated into the

group’s organisation and infrastructure.

As part of CDON Group, Bookplus.fi has continued

to develop and expand the range in relation to its target

groups. Bookplus.fi has become known for its exciting

and customer-oriented campaigns, and for its

exceptionally broad and comprehensive offering.

Today, Bookplus.fi is a major e-commerce player and one

of Finland’s leading online bookstores. It offers over six

million Finnish, English, German and Swedish book titles.

The range covers everything from children’s books and

popular novels to literature and academic books.

One of Finland’s leading online bookstores

Launched in 1995, integrated into CDON Group in 2007

Over six million titles, from fiction to non-fiction

BOOKPLUS.FIOver six million book titles

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that we can constantly recruit Sweden’s sharpest designers, product developers, buyers and textile business managers.”

Sofia Karlsson has responsibility for the web department’s designers, and is Editor-in-Chief of the popular Nelly Magazine. She is a trained designer and after a few years at a web shop selling cosmetics, the clothing industry began to attract her. Sofia changed her line of business and applied to Nelly.com.

“I love e-commerce and have always been interested in fashion,” says Sofia Karlsson. “Nelly is an important model in the industry. There are several reasons for that. We have a

large and growing offering. We are very sensitive to changes in trends and experts at maintaining an up-to-the-minute range. Something new happens on Nelly.com every day – new garments, accessories and activities – which attract many visitors. In addition we offer a first-class level of service. Our customers buy often, in many cases spontaneously before a party at the weekend. In that case reliable deliveries are completely decisive for customer satisfaction.” Sofia Karlsson’s working daysconsist of close cooperationwith project managers, fashionmanagers, fashion coordinators,photographers and designers as

well as with the marketingand purchasing departments.

“The tempo is high! We must be at the forefront in the development of our sites and design language – right for the times and ahead of our competitors. We must never let ourselves become overconfident or complacent,” states Sofia Karlsson. “Everyone at Nelly shares a burning interest in fashion and in sales, everyone has the same love for our customers and everyone wants what we do to be perfect. The environment is inspiring.”

“Our customers are very involved in what we do,” says Peter Lindholm. “That’s why

Nelly.com started in 2004 in the Swedish mail order town, Borås. With e-stores oriented towards fashion and beauty for young women and men, Nelly.com has become popular for its understanding of the trendy, and for its personal touch. The company is also known for organic growth that is without precedent. In the industry, Nelly.com is a model for success.

Sales and Marketing Manager Peter Lindholm began as manager of Nelly’s international expansion in the late summer of 2011.

“I was a trainee at MTG and was involved in social media and digitalisation strategies in London,

when I got an offer to become Expansion Manager,” says Peter Lindholm. “Management had decided on international expansion. In quick succession we re-launched Germany and opened Holland, Austria, England and an EU site.”

Even though Nelly.com has taken Europe by storm, Peter Lindholm maintains that a home base in Borås has played an important part in the success.

“Borås has great knowledge in commerce and fashion. Mail order companies were e-commerce’s predecessors. The textile college and other important parts of Sweden’s textile world are here. It means

A feeling for fashionSOFIA KARLSSON AND PETER LINDHOLM ARE

A PART OF THE NELLY.COM SUCCESS STORY.

JUST LIKE ALL THEIR COLLEAGUES, SOFIA AND

PETER ARE DEEPLY COMMITTED TO THE COMPANY’S

CUSTOMERS AND BRAND. AND THEY KNOW WHY

THE LITTLE FASHION HOUSE IS CONQUERING THE

WORLD: IT IS A COMBINATION OF DARING,

LISTENING AND BEING RECEPTIVE.

CDON GROUP FASHION

Peter LindholmSales and Marketing Manager, Nelly.com

Sofia KarlssonGraphics Manager, Nelly.com & Editor-in-Chief, Nelly Magazine

Nelly.com is an online store that focuses on fashion and

beauty for young women and men. The company started in

2004, originally as an underwear store. Today, Nelly.com

is the largest online fashion house in the Nordic countries,

with over 100 employees and more than 800 brands in

the range. The company became part of CDON Group in

2007.

The Nelly.com product offering includes a high percentage

of own brands. In-house designs account for a large part

of sales. Success is based on a highly refined sensitivity

for trends and a great commitment to its customers

through receptiveness, a high level of service, events,

dialogue in social media and its own fashion magazine,

Nelly Magazine.

Nelly.com has a business model that is well suited to

expansion and the company has been commended many

times for its high growth rate. Nelly.com is established in

Sweden, Norway, Denmark, Finland, Germany, Holland,

England and also has an EU website. The company’s

ambition is to continue its international expansion.

Since the start Nelly.com has been based in Borås, partly

for logistical reasons, but also because it is the centre

for textiles in Sweden. The country’s leading fashion and

textile courses are held in Borås, providing the company

with a stable recruitment base.

The largest online fashion house in the Nordic countries, launched in 2004

Large percentage of own brands and in-house designs

Stores in Sweden, Norway, Denmark, Finland, Germany, Holland, England and the EU

Head office in Borås, warehouse in Falkenberg

NELLY.COMAn international fashion house

we are very committed to having as personal a relationship with customers as possible and being receptive in both customer service and social media.

We always talk like one friend to another and when a customer has a problem there are an incredible number of people in the office who get involved.”

“Now we will continue to develop the international business,” says Peter Lindholm. “And we will also build on our own brands Nelly Trend and

Nelly Shoes. We have a strong and unusually high percentage of own production. This is due to factors such as success in creating a distinctive style of our own and our collaborations with well-known designers.”

“Nelly Magazine is also gaining major opportunities through expansion and the only thing that limits us as a company is our own ideas,” says Sofia Karlsson. “We thrive on change, that is our culture. No two days are alike and it is always exciting to go to work.”

“We reward courage. To gain enormous success you have to risk something,” emphasises Peter Lindholm. “Nelly is a shining example of what happens when you dare to try, learn, gain experiences, share them with colleagues and other companies in the group and try something new again. You then develop a feeling for doing the right thing.”

“ We must be at the forefront in the development of our sites and design language – right for the times and ahead of our competitors.”

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Members.com is an exclusive, internet-based shopping

club that gives specially invited members access to unique

offers and campaigns. Members.com was established by

CDON Group in September 2011 and was simultaneously

launched throughout the Nordic countries.

The launch generated such a high level of interest

that Members.com initially had to halt membership

applications. The club’s popularity has continued to grow

rapidly and one year after its launch, Members.com is

one of the largest Nordic shopping clubs.

Members of Members.com receive new attractive offers

almost every day on carefully selected branded products

and services. The campaigns are developed exclusively

for the club’s members, every offer has a time limit and

members receive a discount of between 30-80 %.

Originally, Members.com was oriented towards strong

brands in fashion, jewellery, watches and accessories.

As the club has grown, the range has expanded to include

interiors, design and electronic products under Members

Home, as well as experiences, travel and hotel offers from

around the world under Members Travel.

Within a short time, Members.com has reached a large and

committed customer group and achieved high sales figures.

The number of membership applications continues to rise.

One of the largest shopping clubs in the Nordic countries

Attractive offers on exclusive brands for members

Launched throughout the Nordic countries in the autumn of 2011

Offices in Borås and warehouse in Falkenberg

MEMBERS.COMExclusively for members

Heppo.com is a fast-growing online shoe store. The store

opened in August 2010 after a launch period of just five

months and now has sales in Sweden, Norway, Denmark,

Finland and Holland. Heppo.com wants to offer better,

easier and more enjoyable shopping than a traditional

shoe store.

The range includes trendy, functional and classic shoes

from over 450 different brands. The offering is enormous,

with a great variety, all the way from sneakers, everyday

shoes, smart shoes and boots to specialist shoes for

sports. There is something for everyone, large and small,

for all occasions. Every day over 100 new models are

added and the constantly growing range also includes

accessories, bags and socks.

The shopping environment is inspiring and helpful, and

the positive experience is reinforced by the highest

conceivable level of service. With free shipping, free

returns, a price guarantee and no invoice charge, it is both

easy and problem-free to shop at Heppo.com. The goods

are usually dispatched the day after the order.

At Heppo.com’s head office in Malmö, 18 people work in

purchasing, marketing, logistics, design and programming.

The warehouse is in Falkenberg.

Launched in August 2010

Sells shoes, shoe accessories and other accessories on the internet

Sales in Sweden, Norway, Denmark, Finland and Holland

Head office in Malmö and warehouse in Falkenberg

HEPPO.COMOne hundred new shoe models every day

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“There are many initiatives behind the growth,” states Mikael Nilsson. “During my trips to Norway and Finland I realised that the markets were 80 percent like the Swedish. To succeed locally the remaining 20 percent was extremely important. As a result we started to adapt our offering and our marketing.”

The work largely concerned involving the entire company and creating focus internally.

“It is easy when you have a Swedish organisation to get caught up in Swedish marketing. When we saw that the solution was to become more local, we developed our Norwegian and Finnish ranges, we changed our communications to be more country-specific, began

sponsoring local athletes, started local Gymgrossisten teams and ensured that all departments became familiar with each country’s needs. Quite simply, we did what a domestic Norwegian or Finnish company would have done, but the difference was that our starting point was Sweden.”

At the Group’s CDON Awards in 2011 in Malmö, Mikael Nilsson received the ”Entrepreneur of the Year” award. Eighteen months later Mikael is COO at Gymgrossisten.com and now has greater, more overall responsibilities.

“I am responsible for everything from business development and product development to marketing and e-commerce platforms. Now

one of the challenges is to handle the transformation from small company to a more organised business in which we develop departments with specific responsibilities and specialities. We shall also improve in areas such as online marketing, CRM and measurable optimisation.” “Previously the job has always been about my own results, but now I shall create conditions for other people to succeed. It is very inspiring, especially when you work in a company where the whole culture is about opportunities and utilising talent. But I am not letting go of entrepreneurship completely, as I will continue to work quite extensively on business development and sales. That will always be a part of me.”

An entrepreneur with a burning desire to succeedMIKAEL NILSSON JOINED GYMGROSSISTEN.COM IN 2009. HE FACED A CHALLENGE

THAT MOST PEOPLE WOULD HAVE AVOIDED, BUT SUCCESS WAS ACHIEVED DUE

TO MIKAEL’S GREAT ENTREPRENEURIAL SPIRIT. THREE INTENSIVE YEARS LATER,

MIKAEL NILSSON IS THE COMPANY’S COO AND CREATES CONDITIONS FOR NEW

DRIVING FORCES TO SUCCEED IN THEIR WORK.

Gymgrossisten.com sells high-quality diet supplements for active sports enthusiasts. The company was established in 1996 and ranks among the pioneers of Swedish e-commerce. After 10 successful years Gymgrossisten.com was acquired by CDON Group and following continued expansion the company is now established in all the Nordic countries and parts of Europe. The business has also grown through the acquisition of the Swedish health food store, Bodystore.com.

“When I saw that Gymgrossisten was looking for a project manager for launches in new markets, I was immediately interested. I contacted them and found out that there was dissatisfaction with growth in Norway and Finland, countries where the

business was newly established. The initial task was to double both countries’ sales figures – in six months.”

It looked like an impossible task. However, a keen interest in business development and sales has been a constant theme in Mikael Nilsson’s working life. As a qualified civil engineer from the Royal Institute of Technology in Stockholm he started his career as a sales engineer and later worked as a commercial product manager, key account manager, and management and profitability consultant. And Mikael has a burning desire to succeed.

“I had gained a lot of experience from my previous positions. Among other things I have been involved in the development of an

own product category with own price settings, where I handled sales to the customer. I have also had several international assignments. But I had never worked in e-commerce, so that was something new for me. On my second day we had a business development meeting and my boss said: ‘Mikael, next week you will be holding this meeting.’ In front of me was a project list of 50 ongoing activities.”

There were long working days during the first six months, but the target was exceeded by far. In the first year growth figures for Norway and Finland were a record high of 181 and 194 percent respectively. In addition, success-ful launches were carried out in Germany and Denmark. Today, the company is the market leader throughout the Nordic countries.

Mikael NilssonCOO, Gymgrossisten.com

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Bodystore.com is a Swedish online store that offers

products for health, wellbeing and beauty at low prices.

Bodystore.com, part of Gymgrossisten.com, joined

CDON Group in 2008.

Bodystore.com has become one of Sweden’s leading

online stores for health food and wellbeing. The constantly

growing range is very varied and comprises of more than

1 700 articles. The offering includes everything from

health and body care products, food, natural medicines,

non-prescription medicines and beauty products to diet

supplements, training clothing and training equipment.

Bodystore.com has a large and well-informed customer

group and has for many years been active in its relations

with customers. The store is well known for its long

collaboration with the Swedish singer, Charlotte Perelli.

Bodystore.com is continuing to develop its strong

ecological image and is reaching more and more

customers who are looking for eco-friendly alternatives

to products in the areas of health, beauty, training

and food.

Bodystore.com is striving to become the first choice

for all those who are looking for ecological and healthy

products, and aims to be Sweden’s leading online green

department store.

Sweden’s leading online store for health food and wellbeing

Shares an organisation with Gymgrossisten.com

Established in Sweden

Offices in Stockholm and Trollhättan, where its warehouse is located

BODYSTORE.COMThe green department store

Gymgrossisten.com sells high-quality diet supplements

for active sports enthusiasts. The company was founded

in 1996 and is regarded as a pioneer of e-commerce.

After more than 10 years of success, Gymgrossisten.com

was acquired by CDON Group. The company has continued

its expansion and is established in the Nordic countries

and Germany.

Gymgrossisten.com was launched by two athletes who felt

there was no Swedish alternative to expensive foreign diet

supplements. The company offers products at low prices

via the internet and in franchise stores. The range includes

its own branded products as well as several external

brands, and the business concept quickly

became a success.

With the constantly growing interest in health and training,

the business and range has expanded to include training

equipment, clothing and accessories. Gymgrossisten.com

has around 150 employees and develops its own products.

Own brand products account for a high percentage of

sales. The business has also grown through the acquisition

of the Swedish health food store, Bodystore.com.

Gymgrossisten.com has a number of collaborations

with athletes and nutritionists, and arranges regular

popular events for its customers. The company has over

75 000 fans on Facebook, and over the years has won

company achievement awards several times from business

magazines such as “Gasellföretag” from Dagens Industri

and “Superföretag” from Veckans Affärer.

Leading online retailer of diet supplements

Sales via the internet and franchise stores, around 150 employees

Established in Sweden, Norway, Finland and Germany

Offices in Stockholm and Trollhättan, where its warehouse is located

GYMGROSSISTEN.COMA pioneer in diet supplements and health

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Messo has responsibility for the financial side and is a member of the management group, but he is also involved in operational areas such as warehousing and logistics.

“I had worked for seven years as a consultant for many different companies. I felt that I wanted to work in a more focused way, become more involved so that I could continue to develop something. Previously it was my task to get customers’ financial departments working properly. Here I am involved in the processes, keep a check on the entire business and help to develop the company.”

After CDON Group acquired Tretti.com from the stock exchange, the focus on growth became stronger than ever. Among Naim Messo’s challenges are an

ongoing broadening of the range and expansion outside Sweden. Within CDON Group there is a lot of experience and everyone in the organisation is easy to reach. The opportunity for exchanges within the group is a strong culture bearer. And that is also a reason for the group’s success, according to Naim Messo.

“Firstly, we have good cooperation across departments,” says Naim Messo and as an example looks at Tretti as an IT company. “We are dependent on a good IT platform and good logistic solutions for making good business transactions. That requires that I can reach the entire business in order to make the correct calculations.” “Launches in new markets is a good example of how we must work as a group. When

other companies in CDON Group act, it affects the market’s assessment not only of the whole group, but ultimately of our business. Therefore, I must always be able to reach others rapidly and easily. It is also self- evident for me to be accessible for the other companies, for example to give advice on matters in which Tretti.com has extensive experience.”

” It is appreciated here when you make good business deals”

AS HE GREW UP IN A FAMILY COMPANY, NAIM MESSO HAS DEVELOPED HIS

ABILITY TO THINK IN BUSINESS TERMS. IDEALLY, HE WANTS TO INFLUENCE THE

WHOLE BUSINESS TO ACHIEVE RESULTS. FOR A FEW YEARS AS AN ACCOUNTING

CONSULTANT HE HAD A LONGING TO GET CLOSER TO THE BUSINESS SIDE AGAIN.

TODAY, NAIM MESSO IS THRIVING AS THE CFO OF TRETTI.COM.

Tretti.com sells white goods and household appliances and is one of Sweden’s strongest brands in e-commerce. The company has received many awards for the qualities of its online store including being named ”E-Retailer of the Year” – six years in a row. Tretti.com was launched in 2004 and after a period on the stock exchange became part of the CDON Group in 2011. Today, there are online stores in Sweden, Denmark, Norway and Finland.

Naim Messo’s connection with Tretti started with a simple consultancy assignment that rapidly became an increasingly large commitment.

“It all started in January 2010. I was working as an accounting consultant at BDO when Tretti’s financial department was suddenly

without several key people due to parental leave,” says Naim Messo. “The idea was that I would support the financial department a few days a week, but I was soon asked if I wanted to take over responsibility for the department. I already had a liking for the company, for the atmosphere and the vibe, so we quickly reached an agreement.”

Naim Messo describes an informal atmosphere where everyone is on the same level and works under the same conditions. Managers and staff are just as involved in the everyday work, and nobody is further away than an email or telephone call. In addition, everyone is results-oriented and you are allowed to like making business deals.

“I grew up in the restaurant business, in the family company.

Even when we were young my brothers and sisters and I had to take responsibility and help out as soon as we had finished our homework and had some spare time. And the older I got, the more I became involved in the development of the business – and increasingly interested in how you achieve profitability.”

After leaving school, and in parallel with work in the family’s restaurant, Naim Messo studied at Stockholm University, where he gained a master’s degree in Business Administration with an emphasis on accounting and taxation. After his studies he was involved in starting up a restaurant, ran his own consulting firm and worked as a consultant for accounting and auditing agencies. His knowledge and business acumen impressed at Tretti.com. As CFO, Naim

Naim MessoCFO, Tretti.com

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Room21.com is the biggest internet-based store for

furniture and interiors in the Nordic countries. Room21.

com was established in 2006 as a family company with

three employees and was an early mover in furniture and

interiors on the internet. The company caught the interest

of CDON Group, not least for its ability to attract strong

brands. Room21.com was acquired in February 2011

and immediately initiated an expansion phase.

Room21.com presents an attractive mix of products in the

premium and medium-price segments. The range offers

over one hundred brands, including everything from design

classics to good-value quality furniture that is designed

in-house. There are regular creative guest spots by well-

known designers and artists, exclusively for Room21.com.

Due to expert customer service staff, a high level of

service and excellent delivery conditions, it is easy and

problem-free to buy furniture from Room21.com.

The company’s head office and warehouse are in Borås,

as is a bricks & mortar showroom where customers can

see and experience a large part of the range.

When Room21.com became part of CDON Group, online

stores were rapidly launched in Norway, Finland and

Denmark, and the number of employees increased six fold.

The rapid expansion is continuing with an aim to make

Room21.com the recognised market leader for furniture

and interior furnishings in the Nordic countries.

Launched in 2006

The largest Nordic online store for furniture and interiors

Sales in Sweden, Norway, Finland and Denmark

Head office, showroom and warehouse in Borås

ROOM21.COMBiggest in designer furniture and interiors

Tretti.com is one of largest online stores in the Nordic

countries for white goods and household appliances.

The company was founded in 2004 and became part

of CDON Group in 2011. Tretti.com has online stores

in Sweden, Denmark, Norway and Finland. The company’s

head office is in Stockholm and its warehouse facilities

are located in Jordbro.

Tretti.com was started up after thorough analysis of the

market and due to perfect timing the company could

successfully penetrate the market for white goods on

the internet. Today, there are more than 9 000 articles

in a range that covers everything from white goods and

household appliances to garden machines, bathroom

articles and home electronics.

The brand is associated with competitive prices and

a service offering that is among the best in the sector.

The stores’ offering includes fast delivery – all the way

into the home – free shipping, expert customer service

staff, installation assistance and removal of old household

machines.

Over the years Tretti.com has become a model for both

bricks & mortar and internet-based white goods stores, as

well as for e-commerce companies in general. Tretti.com

regularly receives awards for its online stores including

being named ”E-Retailer of the Year” six years in a row.

Launched in 2004

One of the strongest Nordic brands for white goods and household appliances

Sales in Sweden, Norway, Denmark and Finland

Head office in Stockholm and warehouse in Jordbro

TRETTI.COMLeaders in white goods and household appliances

CDON GROUP HOME & GARDENCDON

GRO

UP H

OME &

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SEE YOU TOMORROW

CDONGROUP.COM