Åhlens 2020 Strategy


Åhléns, the largest department store chain in the Nordics and a long-standing BLINK client, turned to us with the need to develop a long-term business plan, involving the challenge of finding relevance for the department store business model in the digital age.


BLINK lead a series of work sessions with Åhléns’ CEO and the senior management team to redefine the essence of Åhléns – going back to the roots of why the department store is an attractive place to visit both physically and digitally.


“Department store magic”. We helped redefine the strategy with a two-fold focus: both on the product offering with a new category prioritization, and a world-class omnichannel customer experience.


The implementation of the 2020 plan is ongoing.