Strategic adjustments to secure future growth at ILVA

ILVA is maintaining its revenue at last year’s level in 2024–25, a year marked by significant investments and transformation. The furniture chain is executing on a series of strategic initiatives to increase digitalisation and a seamless customer experience

The company’s revenue reached DKK 1.44 billion, in line with last year’s DKK 1.42 billion, and reported an EBIT of DKK -43.8 million compared to DKK -45 million the previous year. The year’s results reflect major organisational changes aimed at laying the foundation for future growth and profitability, explains ILVA CEO Kim Møller Mønster:

“We’re not satisfied with the bottom line, but we’re encouraged by clear signs of progress in the second half of the year after a challenging start to the financial year. It gives us confidence that our new business strategy is the right way forward. We’ve had the courage to make bold moves this year and are already seeing customers return. Now it’s all about execution and momentum,” says Kim Møller Mønster.

Building for the future
Over the past year, ILVA’s home furnishing stores have been undergoing transformation. The chain has completed the closure of stores that did not fit into the new concept, and the focus is now on relocating or reducing the size of selected stores to create more inspiring customer experiences and improve efficiency.

In Glostrup, for example, a 4,075-square-metre sales area is being rebuilt into a 2,250-square-metre format — a size that will become the new standard for ILVA’s future. In total, 27 stores have been selected for downsizing, relocation, or complete redevelopment, according to the CEO.

“This is about building for the future. By reducing the sales area, we can create stores that inspire more, perform better, and are profitable,” says Kim Møller Mønster.

Looking to Sweden and a data-driven future
While the transformation in Denmark has required significant investment, ILVA’s new, smaller store concepts in Sweden are already showing strong growth. Customers appreciate the inspiring environments, focused product ranges, and competitive prices — and these successful learnings are now being transferred to Denmark as part of the chain’s new strategy, called NOVA.

“The Swedish results show that ILVA’s new format works in practice and confirm that the strategy has the potential to drive growth across markets,” says Kim Møller Mønster.

With more than 140,000 members in its Home Lovers loyalty club, ILVA has built a strong foundation for personalised and data-driven marketing.

Starting in 2026, the chain will invest in a new digital commerce platform that will merge the webshop and physical stores into one seamless customer experience. The investment is a key initiative within the NOVA strategy, which is rooted in a more digital and customer-centric business model.

Digitalisation will also strengthen ILVA’s ability to act quickly on market trends and enable more targeted and effective marketing.

The Road to Growth
As part of its strategic work, ILVA has developed a new brand narrative titled “Welcome Home”, supporting its ambition to be seen as more than just a furniture retailer.

“Our goal is simple: to make people feel at home. We want to be creators of homes with soul. That philosophy runs through everything we do — from design and service to culture and communication,” says Kim Møller Mønster, adding that the company is now focused on enhancing customer experiences after taking difficult but necessary steps in the company.

“ILVA aims to win the mid-market. With our scale, we can offer the best prices in the mid-range segment while also being the most inspiring and helpful partner for customers creating their dream homes. The direction is set — now it’s about building momentum,” says Kim Møller Mønster.