Leading in all channels
Essity over-invests in the fastest growing customer, category and channel segments to gain a leading position in attractive markets and to generate profitable growth. Our strategy is based on four development areas: maintain a presence in all relevant channels (online and offline), grow with winning customers, grow e-commerce sales faster than the market, and increase our “Direct-to-Consumer” sales. Essity’s distribution channels for products and services are the retail trade, distributors, pharmacies, hospitals and e-commerce. In recent years, we have shifted from traditional distribution channels offline to more digital channels. Through digital interaction with customers and consumers, we also gain a better understanding of their needs, challenges and expectations. This helps us to develop the best hygiene and health solutions, implement more successful communication campaigns and improve our “go-to-market” model.
Expanding presence and higher online sales
We are continuously investing in e-commerce to benefit our customers and consumers. During the year, Essity strengthened its presence in online channels through the acquisitions of Knix and Modibodi, two leading companies in leakproof apparel with high sales in online channels and “Direct-to-Consumer”. Essity also launched Issviva, a new brand for women experiencing menopause and an innovative global e-commerce platform that provides knowledge, solutions and products for women during the various stages of the menopause.