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Press release

BRIO focuses on own brands – and plans to wind up Nordic wholesaling operation Scanditoy

BRIO logotype










BRIO Holding AB is currently the parent company of four distinct companies:

BRIO which develops educational toys, many in wood, under a very strong brand, and are marketed through its own subsidiaries and specialist retailers worldwide and through Scanditoy as the general wholesaler in the Nordic region
Alga which develops and markets traditional board games and similar products for the Nordic market
Lekehuset Partner, a franchise retail chain in Norway and Sweden
-­ Scanditoy which is a toy wholesaler in the Nordic market

Both the international and Nordic toy markets are experiencing very strong pressure to change, where strong brands are growing via specialised and focused sales while sales of volume toys in stores are on the decline and the wholesaling industry is experiencing low or non-existent profitability.

“We are now implementing a programme of measures to create the best conditions for continued profitable growth for our high-quality educational toys under our own brand names such as BRIO and Alga also in our domestic markets in the Nordic region,” says Heikki Takanen, chairman of the board of BRIO Holding AB.

BRIO

Within the framework of BRIO, the intention this autumn is to set up a dedicated sales organisation for the group’s BRIO and Alga products, which will take responsibility for sales of these brands in the Nordic region by 1 January 2015. The strategy will mirror the way the group operates particularly through our subsidiaries in Germany, France and Japan with good results. Our goal is to have a close working relationship with stores with the view to increase visibility and provide a high level of service.

Scanditoy

Scanditoy conducts a broad wholesaling operation with a large proportion of external brands with short contracts. Due to past losses and current structural changes in the industry, it is the company’s view that this operation is no longer capable of being profitable. The board of BRIO Holding AB has therefore made the decision to look into the possibilities of winding up Scanditoy as of the end of 2014. Trade union negotiations have been initiated. The decision affects around 75 employees in Sweden, Denmark, Finland and Norway.


For more information, please contact:
Chairman of the board of BRIO Holding AB, Heikki Takanen, cell phone +46 730 841 481.


About BRIO

For over a century, our driving force has been to spread joy among children around the world. We want to create happy childhood memories where the imagination is allowed to flow freely. BRIO is a Swedish toy brand that creates innovative, high-quality and well-designed wooden toys that give children a safe and fun play experience. The company was founded in 1884 and is represented in over 20 countries. For more information, please visit www.brio.net.