Page 7 - Hedengren_vuosikatsaus_2020_EN

Hedengren Direct business review

“During the business year, we revamped our online retail concept with the aid of
Business Finland. Thanks to this new concept, we have succeeded in expanding our

production of services.”

2020 was a challenging business year due to the COVID-19 During the business year, we revamped our online retail concept
pandemic, but it did not involve as much drama as we initially with the aid of Business Finland. Thanks to this new concept, we
anticipated. The new operational management kicked off the have succeeded in expanding our production of services.
year with a bang and the performance of our sales organisa- Good work is also reflected in the substantial improvement in
tion was outstanding. In April, the pandemic changed every- results. All things considered, ending the financial year on the
thing and we had to suspend our operations for four months positive is a marvelous achievement. This creates trust in our
and lay off most of the personnel. The suspension of direct potential to grow our business and improve our results in the
sales was a heavy blow to our sales representatives who had post-pandemic world. It is good to continue from here!
to face a difficult financial situation. I am proud of how we
managed to navigate this crisis together with our partners and Marek Hintze
their passion to resume work last August.
However, the pandemic has not gone away. Our sales busi-
ness has involved many challenges and we have had to prior-
itise our activities very carefully. We were still able to recruit
new salespersons and sign new partner contracts. At the end
of 2020, our sales were significantly better than anticipated.

Turnover Operating profit Turnover by area

EUR 1,000 EUR 1,000
7 OY HEDENGREN AB I ANNUAL REVIEW 2020
Financial revenues B2C

6% 67%

Custom-made
products

27%