FOREWORD In this edition of the Strategy brochure, we look ahead to 2022. Strategy 2020 was established in 2013, and the time is now ripe to adjust the strategy, building on the experiences we have gained and the changes that have taken place in the market and within the ege Group. We are particularly proud of our significant growth in carpet tiles since 2013, while we have maintained and strengthened our position in wall-to-wall carpets. We have, in addition, established a subsidiary in the US, and are now well represented globally. We continue to pride ourselves on being one of the most financially sound companies in the industry, with an excellent reputation in many parts of the world. This is the result of many years of earnest and determined efforts on our part, based on a clear strategy that we follow up on on a regular basis and adjust as needed. At egetæpper, we have made it a habit to challenge our strategy at least twice a year to ensure that we are on the right course and able to respond to new trends and conditions in good time. We have learnt from experience that it takes a lot of resources – external as well as internal – to become established in new markets and to operate each sub-segment in a professional manner. We adjust our focus accordingly in order for us to go into depth with a sharper prioritisation of markets, subsegments and products. This brochure differs from the last edition, Strategy 2020, in that we have introduced the concept of core in relation to markets, segments and product types. The core markets, segments and product types are key to the realisation of our long-term objectives and are given top priority in everything we do: management focus, product development, CSR, marketing, HR, production, etc. Furthermore, we adjust our competitive parameters – the parameters that set us apart from our competitors: product design, sales support and customised solutions. As before, the fundamental aspects of egetæpper's strategy are that we develop, design and deliver high-quality carpets with respect for people and the environment. We cater to the most demanding sectors of the market, where clients, consumers, architects/designers, flooring contractors, etc., appreciate our many competencies. We are the go-to supplier for those who attach importance to product design, solution flexibility and good service before, during and after a purchase as well as sustainability throughout the value chain. In an increasingly turbulent world, it is important that the strategy is clear and followed to the letter, to make egetæpper a stable company as a counterbalance to a market marked by change and a high degree of unpredictability. As an employee of the ege Group, it is important to view the strategy as a road map. Every time you act in line with the strategy in the course of your everyday work, you make us even stronger. It means that you have a real, first-hand influence on how the ege Group develops. We trust that you will continue to exercise your influence loyally and professionally. We would like to take this opportunity to thank our employees for their commitment. A commitment that is, and will continue to be, decisive for the way egetæpper is run and for the success of the company as a modern and competitive enterprise. If you have any questions about the strategy, you are, as always, welcome to contact us, your superior or your union representative. Svend Aage Færch Nielsen CEO John Vestergaard CFO 3
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