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Improved website & New future plans for founders

Pressmeddelande   •   Aug 20, 2015 10:13 CEST

Stockholm, August 2015. The expansion of the market leading outdoor shop addnature to the Finnish and Norwegian markets hassent out a signal of growth and success, which is holding up the tradition of the growth and profitability improvements following the merger with internetstores. Next milestone is that has been given a completely fresh look. The redesign is giving tribute to the latest state of technological development and will be even more customer centric with heaps of new usability features. And, on top of that, the website has been optimized for viewing on mobile devices.

“We went online with the redesigned website in a completely new framework on August, 11th . It is a big step for us and underlines our technological market leadership. First reactions from our customers are supporting especially the jump in user-friendliness that we were aiming for”, emphasizes David Rönnberg, CEO of addnature. One of the core features is the optimization for the usage on mobile devices. Navigation and search options have also been improved and are aiming, combined with a fresh look, towards an improved customer shopping experience.

Keep on going: the founders are satisfied and heading for a new future 

When merging addnature with internetstores the founders of addnature committed themselves to transferring their company carefully into the structural frame before moving on. After two years of successful integration process, addnature continues to be the market leading outdoor shop and is in perfect shape for further growth. As a consequence, the founders of addnature Mathias Hedström, Martin Larsson and Klas Berggren are now able to tackle new challenges and will leave their operational roles this fall. 

“We have benefited enormously from internetstores technological infrastructure, allowing us to build a website that is fully reflecting the core of the brand of addnature”, sums up Mathias Hedström, one of the three founders of addnature, “and we are happy that in this new and beautiful dress addnature will stay the first address for real outdoor experience”.

Martin Larsson, CTO of addnature, comments on the changes: “We are very proud that we made the decision to merge with internetstores: addnature, its brand and its customers are in safe hands.” Importantly, the founders will continue to stay close and will further advise on the addnature’s path in their role as significant shareholders. “We are delighted with our new tasks and are looking forward to see the next great steps of addnature from an external point of view”, underlines Klas Berggren.

About Addnature

Addnature is a company with great love for the outdoor and committed workforce. Our motto is service and knowledge and we always strive to help our customers with their wishes. As an employee, you work in a fun and intense workplace with opportunities for individual development. We who work at Addnature are climbers, skiers, kayakers, cyclists, hikers, surfers and runners, and comes from a burning passion for the modern outdoor recreation. A passion so strong that we wanted to create a company that was about going our own way and doing something that we love.

Addnature started in 2000, from a garage on Birger Jarlsgatan in Stockholm, where we one year later opened our first store. Three years later, in 2007, we opened the next store on Högbergsgatan. Since then, we have, with the help of our customers and our staff, grown organically to become what we are today. We love adventure and strive to be the store for the modern outdoor enthusiasts. The shop with the wide assortment, enthusiastic staff and where it is fun to shop. Today Addnature is one of the leading stores in the outdoor segment and approximately 70% of our sales are made via the Internet

About internetstores

Internetstores Holding is a major European retailer for bicycles and outdoor equipment. The group operates a number of shops across ten European countries, the shops are geared towards both beginners and enthusiasts. Bikester, Addnature, CAMPZ,, Brügelmann and Bikeunit make up internetstores comprehensive portfolio. The company’s main focus is Western Europe and the Nordic countries. Since 2012 internetstores has begun selling high-end mountain bikes and race bikes under the name VOTEC.

The company was founded by CEO René Marius Köhler in 2003. The company employs about 400 workers (=actual number of people) at its offices in Esslingen/Neckar, Berlin and Stockholm and will generate revenue of approximately €113 million in 2014. Revenue is expected to be in the region of €140 million in 2015.

With over 35,000 products from over 750 brands internetstores offers the widest selection of bicycle and outdoor products in Germany. Moreover, internetstores relies on outstanding customer service and is committed to social responsibility with the fundraiser ReCycle. In addition to this, internetstores is part of the Fair Company Initiative which promotes the fair treatment of interns and graduates.

Internetstores has received numerous awards for its outstanding success. In 2007 received the Online Shop of the Year Award and in 2008 was awarded the Shop Usability Award. In 2010 internetstores received the German Founders Award and was a prizewinner at the 2012 National Prize for Young Companies.

Addnature & Bikester är butiker som drivs av Addnature AB och ingår i en framväxande europeisk sportfackhandel inom outdoor och cykel. I norden driver Addnature satsningen på cykel via onlinebutiken Bikester och outdoorbutikerna går under namnet Addnature för såväl e-butiker som fysiska butiker. Vi älskar äventyr och vill vara företaget för det moderna friluftslivet och den optimala cykelupplevelsen. Med det stora sortimentet och det personliga bemötandet hjälper vi våra kunder att förverkliga sina drömmar om sport och äventyr.

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