Dekk Partner Develops New Structure and Marketing Strategy
While there are a few retail chains such as Dekkman and Vianor operating in Nordic markets, the majority of tyre sales are down to a considerable number of independent operators with one or two depots. For most of these as much as 60 per cent of annual tyre sales are compressed into the four month period leading up to the onset of winter. This figure is higher in the North, where the winter season is both longer and harder. High transport costs, extreme seasonal business and little chance of same day deliveries means that high stock levels are usually required at each retail outlet. Despite these difficulties the independents are generally faring better than the equity chains.
Increasingly, independent tyre retailers in Nordic countries are joining what is now recognised as the leading buying group in the region and one of the most progressive international tyre buying groups; Dekk Partner, founded in 1994.