Despite the fact that Jernia director Espen Karlsen almost begged customers to drop the Christmas shopping at Jernia in 2020, the company has succeeded with the turning point of the times.
Last year, Jernia chose a completely different marketing strategy than we are used to. In a pre-Christmas marketing campaign, potential customers asked “Does uncle need another frying pan”? The company did this in solidarity with the service industry and instead encouraged customers to buy gift cards at local restaurants.
– It’s about solidarity. We are lucky this year, because people are more at home, refurbishing and enjoying themselves, and we have had a good development. Restaurants and bars, on the other hand, are struggling, Espen Karlsen, CEO of Jernia, told Nettavisen towards the end of 2020.
Also read: Jernia takes radical Christmas action: Now they are being hailed online
2020 is the first year in several years that the chain delivers green figures. The chain already released some key figures in May, but now they have submitted a complete annual report. Jernia went from an annual profit of minus 18.5 million kroner in 2019 to a plus profit of 20.8 million.
Operating revenues have increased from 843.9 million to just over one billion in 2020. Operating profit came to 24.7 million, up from minus 13.2 million in 2019.
The growth comes primarily from the sale of goods and here the corona pandemic has had a hand in the game. The company’s sales revenues in 2019 were 763.8 million, while in 2020 they are close to one billion with 980.8 million.
The company itself writes in the annual accounts that they experienced increased demand for goods for “House and Home” during the corona outbreak. This is partly the explanation for how the company has succeeded with the turnaround operation. In addition, they believe the focus on service and efficiency has contributed.
Also read: The smiles return to Danish shops
Although Jernia, like all other stores, had to close physical stores in March 2020, this did not prevent the company from growing. E-commerce sales increased by 134 percent from 2019 to 2020.
The company’s equity has strengthened from 50 percent in 2019 to 58 percent in 2020.
Also read: The garden’s smartest gadgets
Advertising
Big overview: This year’s summer sales 2021
–
