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

3 Competitive Positioning Summary 8 Burde Förlagsaktiebolag: Competitive Position Iduna Ab Strategic Direction Key Facts Summary 9 Iduna AB: Key Facts Summary 10 Iduna AB: Operational Indicators Company Background Production Competitive Positioning Summary 11 Iduna AB: Competitive Position Kin Ab Strategic Direction Key Facts Summary 12 KIN AB: Key Facts Summary 13 KIN AB: Operational Indicators Company Background Production Competitive Positioning Summary 14 KIN AB: Competitive Position Venue Retail Group Ab Strategic Direction Key Facts Summary 15 Venue Retail Group AB: Key Facts Summary 16 Venue Retail Group AB: Operational Indicators Company Background Production Competitive Positioning Summary 17 Venue Retail Group AB: Competitive Position WATCHES IN SWEDEN Headlines Trends Competitive Landscape Prospects New Product Developments Summary 21 New Product Launches Category Data Table 35 Sales of Watches by Category: Value Table 36 Sales of Watches by Category: % Value Growth Table 37 Sales of Watches by Type Table 38 Watches Company Shares Table 39 Watches Brand Shares Table 40 Sales of Watches by Distribution Format: % Analysis Table 41 Forecast Sales of Watches by Category: Value Table 42 Forecast Sales of Watches by Category: % Value Growth

4 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 The only sector that was slightly affected by the global economic crisis was personal stationery, whose sales declined briefly in 2008 before recovering in 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 Well-known Brands Driving Future Sales KEY TRENDS AND DEVELOPMENTS

5 was There A Global Economic Crisis? Current impact Outlook Future impact Well-known Brands All More Important Current impact

6 Outlook Future impact Swedish Personal Goods Market Becoming Polarised Current impact Outlook

7 Future impact Modern Technology Affecting Some Markets Current impact Outlook Future impact

8 Fashion Causes Rapid Changes Current impact Outlook Future impact MARKET DATA Table 1 Sales of Personal Goods by Category: Value SEK million Jewellery Personal Stationery Travel Goods Watches Writing Instruments Personal Goods,,,,,, Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor estimates

9 Table 2 Sales of Personal Goods by Category: % Value Growth % current value growth 2008/ CAGR 2004/09 TOTAL Jewellery 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 3 Personal Goods Company Shares Total Source: Trade associations, trade press, company research, trade interviews, Euromonitor estimates Table 4 Personal Goods Brand Shares % retail value rsp Brand Company

10 Total Source: Trade associations, trade press, company research, trade interviews, Euromonitor estimates Table 5 Sales of Personal Goods by Distribution Format: % Analysis % retail value rsp Store-Based Retailing Grocery Retailers 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

11 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor estimates Table 6 Sales of Personal Goods by Sector and Distribution Format: % Analysis 2009 % retail value rsp J PS TG W WI Store-Based Retailing Grocery Retailers 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 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, 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 SEK million Jewellery 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 % constant value growth CAGR 2009/14 TOTAL Jewellery Personal Stationery Travel Goods Watches Writing Instruments Personal Goods Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor estimates DEFINITIONS

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22 WATCHES IN SWEDEN HEADLINES Over the period , the sales value of watches in Sweden grew by 10.0% (at a CAGR of 1.9%) from SEK 1.2 to SEK 1.4 billion. In 2009, the sales value increased by 3.8% from SEK 1.3 billion in Watches are no longer primarily timekeeping devices but increasingly serve as fashion accessories. Wellknown international brands are increasingly important and formal mechanical watches are driving their sales. Over the period , mechanical watches was the fastest-growing subsector, with sales rising by 15.0% (at a CAGR of 2.8%) from SEK to SEK million. The average unit price of watches in Sweden has gradually been increasing as Swedes are buying more formal mechanical watches. In 2009, the average unit price reached SEK 1,481. In 2009, the leading brand owners on the Swedish market for watches were The Swatch Group (Nordic) AB (25.5%), Ur&Penn (KIN AB) (14.7%) and Rolex SA (6.5%). Over the forecast period, the Swedish market in watches is expected to continue to grow by 18.9% (at a CAGR of 2.8%) to reach SEK 1.6 billion in TRENDS Over the review period, the Swedish watch market has undergone major structural changes. A watch is no longer just a timekeeping device. All mobile phones include clocks and nearly 99% of the Swedes have mobile phones, so a watch is more or less superfluous. Instead the watch has become an expression of the wearer s personality and is increasingly a fashion accessory. Fashion and brands are increasingly important for Swedish consumers of watches. Previously the quality of the watch itself and its technical characteristics, such as scratch-resistant glass, were of great importance; today it is the brand that matters. Consumers rely on well-known brands, such as Hugo Boss, to meet a specific quality standard, and such consumers do not accept disappointment. Because retailers have struggled to cope with the new market conditions, the Swedish watch market has experienced some major ups and downs over the review period. Thanks to the increasing interest in formal, mechanical watches, which are relatively expensive, the global economic crisis in 2008 passed largely unnoticed. Because watches are increasingly serving as fashion accessories and as expressions of their wearers personalities, Swedes are increasingly buying formal, mechanical watches. This was the subsector that displayed the strongest growth in the Swedish watch market over the review period, while volume sales of other types of watch were decreasing. Formal, mechanical watches accounted for 10% of volume sales in 2009, but these are much more expensive than other watches and therefore represented nearly 50% of total value sales. Casual watches dominated the Swedish watch market with 76% of the market in volume terms, while sports watches accounted for the remaining 14%. The overall volume sales of watches in Sweden are decreasing but, thanks to the success of formal, mechanical watches, their value sales are increasing. Increasing unit prices are also driving their value sales. The average unit price of watches in Sweden rose from SEK 772 in 1999 to SEK 1,481 in The most important retail channel in the Swedish watch market is the traditional watch stores, which have often been run by the same families for generations and were traditionally centred on workshops offering of a high standard of craftsmanship. Because most watches sold in Sweden are now based on quartz technology, this is more or less history, with the exception of stores that specialise in formal, mechanical watches, such as Rolex. Rolex requires its retailers to be able to provide excellent technical service.

23 The only competitor to the traditional watch stores in Sweden is Internet retailing, which has gained market share. On the other hand, it is the major watch retail chains, such as Stjärnurmakarna, that have set up the most important Internet stores in the watches sector. COMPETITIVE LANDSCAPE In 2009, the strongest brand owner on the Swedish watch market was the internationally well-known Swiss brand, the Swatch Group, with 25.5% of the market. The second-largest brand owner was the Swedish retail chain Ur&Penn, with 14.7%, which acquired a strong market position through a strategic focus on its own range of watches. The third player was the internationally well-known Swiss brand, Rolex, with a market share of 6.5%. PROSPECTS The Swedish watch market is expected to follow the pattern of development exhibited over the review period, with volume sales continuing to decline while value sales continue to grow. Swedes are increasingly buying more expensive watches, so the average unit price should continue to increase.

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25 Total Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor estimates Table 38 Watches Company Shares % retail value rsp Company Others Total Source: Trade associations, trade press, company research, trade interviews, Euromonitor estimates Table 39 Watches Brand Shares % retail value rsp Brand Company Others Total Source: Trade associations, trade press, company research, trade interviews, Euromonitor estimates Table 40 Sales of Watches by Distribution Format: % Analysis % retail value rsp Store-Based Retailing

26 Grocery Retailers 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 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor estimates Table 41 Forecast Sales of Watches by Category: Value SEK million Mechanical Quartz Analogue Quartz Digital Watches,,,,,, Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor estimates Table 42 Forecast Sales of Watches by Category: % Value Growth % constant value growth CAGR 2009/14 TOTAL Mechanical Quartz Analogue Quartz Digital Watches Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor estimates

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