NOVITA – Sweden market insight, go-to-market strategy
Casting new threads in Sweden – guided by insights
Spinning yarns for 95 years
Novita, a Finnish heritage brand, is the largest manufacturer of handicraft yarns in the Nordic countries and operates the region’s largest spinning mill in Koria, Finland. For 95 years, Novita has been spinning wool yarn, preserving a rich tradition of craftsmanship. However, even for a longstanding and successful brand, success in a new market is not a given. With a focus on growth and internationalisation, Novita sought to expand their business in the Swedish market, and Kuudes was honoured to assist such a renowned Finnish brand.
NOVITA – Sweden market insight, go-to-market strategy
Casting new threads in Sweden – guided by insights
Spinning yarns for 95 years
Novita, a Finnish heritage brand, is the largest manufacturer of handicraft yarns in the Nordic countries and operates the region’s largest spinning mill in Koria, Finland. For 95 years, Novita has been spinning wool yarn, preserving a rich tradition of craftsmanship. However, even for a longstanding and successful brand, success in a new market is not a given. With a focus on growth and internationalisation, Novita sought to expand their business in the Swedish market, and Kuudes was honoured to assist such a renowned Finnish brand.
Mapping the Swedish knitting market
Novita aimed to grow its presence in Sweden by gaining a deeper understanding of Swedish consumers and the local knitting market. The goal was to attract new customers through targeted channels, relevant communication, and a tailored product offering. To achieve this, Novita sought insights into consumer interests, shopping behaviours, and product preferences unique to Swedish knitters. These insights would guide their refined product offerings, market positioning, and communication strategy, helping Novita stand out in Sweden.
We asked the Swedish consumers:
What knitting products do they buy, and why?
Where do they find inspiration?
What are their shopping behaviours?
Discovering untapped potential
Kuudes Kuudes conducted qualitative market research, including desktop studies, interviews with key stakeholders, and visits to local shops. To deepen our understanding of Swedish consumers’ values and motivations within the knitting category, we also drew on our Informed Consumer study. Contrary to expectations, we found that the Swedish market isn’t as established as Finland’s; the knitting tradition isn’t as deeply rooted, and the market lacks a dominant local leader, an established community, and a wide selection of local influencers—many enthusiasts follow international voices instead. Additionally, the category has recently attracted many new hobbyists, eager to explore knitting but in need of guidance and support. These insights reveal an exciting opportunity for Novita to fill a broader role in Sweden, much like its established presence in Finland.
Delivering a go-to-market strategy
The final delivery to the client included a comprehensive go-to-market tool providing key market insights, industry trends, and phenomena. It also featured a detailed description of the main target groups in Sweden, with insights into their values, motivators, and other relevant characteristics. Additionally, the tool offered clear recommendations on how Novita could move forward in the Swedish market.
Results
“We approached Kuudes with a tight schedule and ambitious brief. The team drafted a structured and clear approach taking on the challenge in a comprehensive and timely manner. Their enthusiasm and professionalism is well mirrored in the end product which we at Novita have used on multiple occasions informing strategic decisions and projects. I recommend the team at Kuudes for anyone looking for a collaborative partner with a lot of experience and a wide pool of data.”
Charlotte Ahlström Ecommerce Manager, Novita
For more information:
Michael Biaudet
Country Manager, Kuudes Stockholm
michael.biaudet@kuudes.com
+46 70 260 5248
