Sample Report Personal Goods Jewellery

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com Sample Report for Illustration ONLY
List of Contents and Tables
PERSONAL GOODS IN SWEDEN ......................................................................................................1
Executive Summary .....................................................................................................................................................1

Sales of Personal Goods Unaffected by Global Crisis .................................................................................................1
Sales in More Sectors Driven by Well-known Brands ..................................................................................................1
Swedish Personal Goods Market Remains Conservative .............................................................................................1
Traditional Retailers Turning Into Fashion Stores .......................................................................................................1
Well-known Brands Driving Future Sales.....................................................................................................................1
Key Trends and Developments...................................................................................................................................1

was There A Global Economic Crisis? .........................................................................................................................2
Well-known Brands All More Important .......................................................................................................................2
Swedish Personal Goods Market Becoming Polarised .................................................................................................3
Modern Technology Affecting Some Markets ...............................................................................................................4
Fashion Causes Rapid Changes ....................................................................................................................................5
Market Data .................................................................................................................................................................5

Table 1 Sales of Personal Goods by Category: Value 2004-2009 ....................................................5
Table 2 Sales of Personal Goods by Category: % Value Growth 2004-2009 ...................................6
Table 3 Personal Goods Company Shares 2005-2009.......................................................................6
Table 4 Personal Goods Brand Shares 2006-2009 ............................................................................6
Table 5 Sales of Personal Goods by Distribution Format: % Analysis 2004-2009 ..........................7
Table 6 Sales of Personal Goods by Sector and Distribution Format: % Analysis
2009 .......................................................................................................................................8
Table 7 Forecast Sales of Personal Goods by Category: Value 2009-2014 ......................................8
Table 8 Forecast Sales of Personal Goods by Category: % Value Growth 2009-2014 ....................8
Definitions .....................................................................................................................................................................8
Summary 1 Research Sources...................................................................................................................9
LOCAL COMPANY PROFILES - SWEDEN ...................................................................................... 10
Ballograf Ab ...............................................................................................................................................................10
Strategic Direction .......................................................................................................................................................10
Key Facts......................................................................................................................................................................10
Summary 2 Ballograf AB: Key Facts .....................................................................................................10
Summary 3 Ballograf AB: Operational Indicators .................................................................................10
Company Background..................................................................................................................................................10
Production ....................................................................................................................................................................11
Competitive Positioning...............................................................................................................................................11
Summary 4 Ballograf AB: Competitive Position 2009 ..........................................................................11
Burde Frlagsaktiebolag ...........................................................................................................................................11

Key Facts......................................................................................................................................................................11
Summary 5 Burde Frlagsaktiebolag: Key Facts ...................................................................................11
Summary 6 Burde Frlagsaktiebolag: Operational Indicators ...............................................................12
Production ....................................................................................................................................................................12
Summary 7 Burde Frlagsaktiebolag: Production Statistics 2009 .........................................................12
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Summary 8 Burde Frlagsaktiebolag: Competitive Position 2009 ........................................................13
Iduna Ab .....................................................................................................................................................................13
Key Facts......................................................................................................................................................................13
Summary 9 Iduna AB: Key Facts ...........................................................................................................13
Summary 10 Iduna AB: Operational Indicators .......................................................................................13
Production ....................................................................................................................................................................14
Summary 11 Iduna AB: Competitive Position 2009 ................................................................................14
Kin Ab .........................................................................................................................................................................15
Key Facts......................................................................................................................................................................15
Summary 12 KIN AB: Key Facts .............................................................................................................15
Summary 13 KIN AB: Operational Indicators .........................................................................................15
Production ....................................................................................................................................................................16
Summary 14 KIN AB: Competitive Position 2009 ..................................................................................16
Venue Retail Group Ab .............................................................................................................................................16

Key Facts......................................................................................................................................................................17
Summary 15 Venue Retail Group AB: Key Facts....................................................................................17
Summary 16 Venue Retail Group AB: Operational Indicators................................................................17
Production ....................................................................................................................................................................18
Summary 17 Venue Retail Group AB: Competitive Position 2009 ........................................................18
JEWELLERY IN SWEDEN ................................................................................................................ 19
Headlines .....................................................................................................................................................................19
Trends .........................................................................................................................................................................19
Competitive Landscape .............................................................................................................................................20
Prospects .....................................................................................................................................................................21
New Product Developments.........................................................................................................................................21
Summary 18 New Product Launches 2009 ..............................................................................................21
Category Data.............................................................................................................................................................21
Table 9 Sales of Jewellery by Category: Value 2004-2009 ............................................................21
Table 10 Sales of Jewellery by Category: % Value Growth 2004-2009 ...........................................22
Table 11 Sales of Jewellery by Type: % Value Breakdown 2004-2009 ...........................................22
Table 12 Jewellery Company Shares 2005-2009...............................................................................22
Table 13 Jewellery Brand Shares 2006-2009 ....................................................................................22
Table 14 Costume Jewellery Company Shares 2005-2009 ...............................................................23
Table 15 Costume Jewellery Brand Shares 2006-2009 .....................................................................23
Table 16 Real Jewellery Company Shares 2005-2009 ......................................................................23
Table 17 Real Jewellery Brand Shares 2006-2009 ............................................................................24
Table 18 Sales of Jewellery by Distribution Format: % Analysis 2004-2009 ..................................24

Table 19 Forecast Sales of Jewellery by Category: Value 2009-2014 ..............................................24
Table 20 Forecast Sales of Jewellery by Category: % Value Growth 2009-2014 ............................25
PERSONAL GOODS IN SWEDEN
EXECUTIVE SUMMARY
Sales of Personal Goods Unaffected by Global Crisis
Sales on the Swedish market in personal goods grew strongly over the review period, despite the onset of the
global economic crisis in 2008. The only sector that was slightly affected by the global economic crisis was
personal stationery, whose sales declined briefly in 2008 before recovering in 2009. Two factors seem to have
been protecting the Swedish market in personal goods. First, it is small overall, and Swedes appear to be
consuming no more than their basic needs. Second, increased interest in well-known brands has fuelled sales.
Sales in More Sectors Driven by Well-known Brands

Some sectors of the Swedish market in personal goods, such as jewellery and watches, underwent strong
structural changes during the review period on account of an increasing interest in well-known international
brands. Consumers now place their trust in the well-known international brands, as they once did in the
craftsmanship of independent goldsmiths and watchmakers. More sectors of the Swedish market in personal
goods are being driven by this increasing interest in fashion and design. Well-known brands have become
symbols of credibility, lifestyle, values and a certain level of quality, and they must be able to meet the
consumers expectations.
Swedish Personal Goods Market Remains Conservative

There are wide differences in the competitive environments of the different subsectors of the Swedish market in
personal goods. Some sectors, such as jewellery and handbags, have become increasingly fragmented as more
well-known international brands compete for consumers attention. Others, such as writing instruments and
luggage, are concentrated on a few strong brand owners. New product development has been rather limited in all
sectors of the Swedish market in personal goods, and there have been few innovations. The most common
features of new product development have been a concentration on trendy exterior design, together with the
introduction of eco-friendly materials in some sectors, such as pens.
Traditional Retailers Turning Into Fashion Stores
Content removed from sample
Well-known Brands Driving Future Sales
KEY TRENDS AND DEVELOPMENTS
was There A Global Economic Crisis?
Current impact
Outlook
Future impact
Well-known Brands All More Important
Current impact
Outlook
Future impact
Swedish Personal Goods Market Becoming Polarised
Current impact
Outlook
Future impact
Modern Technology Affecting Some Markets
Current impact
Outlook
Future impact
Fashion Causes Rapid Changes
Current impact
Outlook
Future impact
MARKET DATA
Table 1 Sales of Personal Goods by Category: Value 2004-2009
SEK million
2004 2005 2006 2007 2008 2009
Jewellery Data removed from sample

Personal Stationery
Travel Goods
Watches
Writing Instruments
Personal Goods , , , , , ,
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor estimates
Table 2 Sales of Personal Goods by Category: % Value Growth 2004-2009
% current value growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Jewellery
Personal Stationery Data removed from sample
Travel Goods
Watches
Writing Instruments
Personal Goods
Table 3 Personal Goods Company Shares 2005-2009
Data removed from sample
Total 100.0 100.0 100.0 100.0 100.0

Source: Trade associations, trade press, company research, trade interviews, Euromonitor estimates
Table 4 Personal Goods Brand Shares 2006-2009
% retail value rsp

Brand Company 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0

Table 5 Sales of Personal Goods by Distribution Format: % Analysis 2004-2009
% retail value rsp

2004 2005 2006 2007 2008 2009
Store-Based Retailing
Grocery Retailers Data removed from sample
Non-Grocery Retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Retailers
Leisure and personal
goods retailers
Mixed Retailers
Other store-based
retailing
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 6 Sales of Personal Goods by Sector and Distribution Format: % Analysis 2009
% retail value rsp

J PS TG W WI
Grocery Retailers Data removed from sample
Non-Grocery Retailers
Electronics and
Retailers
Health and Beauty
Retailers
goods retailers
Mixed Retailers
Other store-based
retailing
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Total 100.0 100.0 100.0 100.0 100.0
Euromonitor International estimates
Key: J = Jewellery; PS = Personal Stationery; TG = Travel Goods; W = Watches; WI = Writing Instruments
Table 7 Forecast Sales of Personal Goods by Category: Value 2009-2014
SEK million
2009 2010 2011 2012 2013 2014

Personal Stationery
Travel Goods
Watches
Writing Instruments
Personal Goods , , , , , ,
Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor estimates
Table 8 Forecast Sales of Personal Goods by Category: % Value Growth 2009-2014
% constant value growth

2009-14 CAGR 2009/14 TOTAL

Personal Stationery
Travel Goods
Watches
Writing Instruments
Personal Goods
DEFINITIONS
JEWELLERY IN SWEDEN
HEADLINES
Over the period 20042009, the sales value of jewellery in Sweden decreased by 8.2% (at a CAGR of -
1.7%), from SEK 4.2 to SEK 3.8 billion. In 2009, however, the sales value increased by 1.3% from the SEK
3.8 billion recorded in 2008.
The Swedish jewellery market is currently undergoing large structural changes as it is increasingly driven
by well-known international brands. Jewellery is more than ever a fashion accessory.
Real jewellery is the larger subsector of the Swedish market, with sales of SEK 3.3 billion in 2009.
Nevertheless, only costume jewellery displayed positive growth, rising by a total of 2.7% during 2004
2009.
In 2009, the leading brand owners on the Swedish jewellery market were the Swedish retailer Iduna AB
(15.6%), together with the manufacturers Schalins Ringar AB (6.9%), Efva Attling Stockholm AB (4.7%)
and Nslund & Jonsson Import AB (4.7%).
Over the forecast period, the Swedish jewellery market is expected to grow by 9.9% (at a CAGR of 1.9%)
to reach SEK 4.2 billion in 2014.
TRENDS
The most important factor influencing the Swedish jewellery market is a strong structural change. In recent
years, well-known international brands have become increasingly important to Swedish consumers in
general. This is apparent in almost all markets, including clothing, furniture and consumer electronics,
where well-known designers are attracting considerable attention. Jewellery retailers report that consumers
previously put their trust in their skills as goldsmiths, but today they believe in brands.
Consumers expect that a well-known international brand, such as Calvin Klein, will maintain a certain level
of quality. The quality need not be exceptional and the product need not be exclusive, but the product must
meet consumers expectations, because the brand has become the symbol of a certain lifestyle and values.
As brands are more important than craftsmanship to the modern Swedish consumer of jewellery, sales on
the Swedish market have fluctuated strongly over the review period. This is because many retailers and
domestic jewellery producers are still living in the past and waiting for this new and whimsical movement
to pass, so they can again focus on what is important to them their own skills in the trade once order is
re-established.
Many Swedish retailers and jewellery producers have failed to notice that they are dealing with new groups
of consumers. Previously, men bought upper-end jewellery pieces as gifts for women, but today many
women buy their own jewellery. Women are not necessarily interested in the upper-end products the
retailers like to sell, which represent their own skill in the trade, since they may prefer buy something
simple they fancy for the moment.
An illustration of the new trend is the Rock brand by Sweden sitas, created by the Swedish TV celebrity
Laila Bagge and the designer sa Ltbom. This is a line of silver jewellery in the form of, for example,
skulls. Goldsmiths regard this as an abomination, while critics, the media and consumers love the brand.
This development also illustrates that the distinction between real and costume jewellery is increasingly
blurred.
The global economic crisis in 2008 does not seem to have had a large effect on the Swedish jewellery
market. Rather, because of the structural changes there have been strong ups and downs over the review
period. In the last few years, the market has been growing slowly with decreasing growth rates, and it
appears to be stabilising as the major retailers learn to deal with the new market conditions.
Most Swedish jewellery retailers offer a wide assortment of neckwear and rings. Rings represented 35%,
neckwear 30%, earrings 20% and wristwear the remaining 15% of the total value sales of jewellery in 2009.
Rings and earrings appear to be gaining in popularity relative to neck- and wristwear, and sales of rings are
currently believed to be driven by anticipation of the royal wedding in Sweden in 2010.
The faster-growing subsector of the Swedish jewellery market is costume jewellery, which is currently
growing slightly faster than real jewellery, although the distinction between these two subsectors is
increasingly blurred as a result of the current trend towards the growth of strong and well-known brands.
Today it is perfectly acceptable for a consumer to buy low-end neckwear made from silver and leather, or
even rubber, if the designer or the brand is well known.
COMPETITIVE LANDSCAPE
The strongest player on the Swedish jewellery market is the Iduna Group, which owns the three largest
retail chains: Guldfynd, Hallbergs Guld and Albrekts Guld. Its own brands Albrekts Guld, Mood, Posh, Q
Frn Guldfynd, and I me my. held a combined market share of 15.6% in 2009.
Jewellery , , Data removed

, from
, sample , ,
Table 10 Sales of Jewellery by Category: % Value Growth 2004-2009
% current value growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Costume Jewellery
Real Jewellery Data removed from sample
Jewellery
Table 11 Sales of Jewellery by Type: % Value Breakdown 2004-2009
% retail value rsp

2004 2005 2006 2007 2008 2009
Earrings Data removed from sample

Neckwear
Rings
Wristwear
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Jewellery Company Shares 2005-2009
% retail value rsp

Company 2005 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0 100.0

Table 13 Jewellery Brand Shares 2006-2009
% retail value rsp

Brand Company 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0

Table 14 Costume Jewellery Company Shares 2005-2009
% retail value rsp

Company 2005 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0 100.0

Table 15 Costume Jewellery Brand Shares 2006-2009
% retail value rsp

Brand Company 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0

Table 16 Real Jewellery Company Shares 2005-2009
% retail value rsp

Company 2005 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0 100.0

Table 17 Real Jewellery Brand Shares 2006-2009
% retail value rsp

Brand Company 2006 2007 2008 2009
Total 100.0 100.0 100.0 100.0

Table 18 Sales of Jewellery by Distribution Format: % Analysis 2004-2009
% retail value rsp

2004 2005 2006 2007 2008 2009
Grocery Retailers
Non-Grocery Retailers Data removed from sample
Electronics and
Retailers
Health and Beauty
Retailers
goods retailers
Mixed Retailers
Other store-based
retailing
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 19 Forecast Sales of Jewellery by Category: Value 2009-2014
SEK million
2009 2010 2011 2012 2013 2014
Costume Jewellery Data removed from sample

Real Jewellery
Jewellery , , , , , ,
Table 20 Forecast Sales of Jewellery by Category: % Value Growth 2009-2014
% constant value growth

2009-14 CAGR 2009/14 TOTAL
Costume Jewellery
Real Jewellery
Jewellery

Sample Report Personal Goods Jewellery

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com Sample Report for Illustration ONLY

List of Contents and Tables

PERSONAL GOODS IN SWEDEN ......................................................................................................1

Executive Summary .....................................................................................................................................................1

Key Trends and Developments...................................................................................................................................1

Market Data .................................................................................................................................................................5

LOCAL COMPANY PROFILES - SWEDEN ...................................................................................... 10

Burde Frlagsaktiebolag ...........................................................................................................................................11

Venue Retail Group Ab .............................................................................................................................................16

JEWELLERY IN SWEDEN ................................................................................................................ 19

Competitive Landscape .............................................................................................................................................20

Table 18 Sales of Jewellery by Distribution Format: % Analysis 2004-2009 ..................................24

PERSONAL GOODS IN SWEDEN

Sales in More Sectors Driven by Well-known Brands

Swedish Personal Goods Market Remains Conservative

Traditional Retailers Turning Into Fashion Stores

Content removed from sample

Well-known Brands Driving Future Sales

Content removed from sample

KEY TRENDS AND DEVELOPMENTS

was There A Global Economic Crisis?

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Well-known Brands All More Important

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Swedish Personal Goods Market Becoming Polarised

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Modern Technology Affecting Some Markets

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Fashion Causes Rapid Changes

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Jewellery Data removed from sample

Table 2 Sales of Personal Goods by Category: % Value Growth 2004-2009

% current value growth

Table 3 Personal Goods Company Shares 2005-2009

Data removed from sample

Total 100.0 100.0 100.0 100.0 100.0

Table 4 Personal Goods Brand Shares 2006-2009

% retail value rsp

Data removed from sample

Total 100.0 100.0 100.0 100.0

Table 5 Sales of Personal Goods by Distribution Format: % Analysis 2004-2009

% retail value rsp

% retail value rsp

Table 7 Forecast Sales of Personal Goods by Category: Value 2009-2014

Jewellery Data removed from sample

Table 8 Forecast Sales of Personal Goods by Category: % Value Growth 2009-2014