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Tokmanni Unpacked: A Clear Map of Its Low-Price, Wide-Assortment Retail Model
Discover Tokmanni Group's Business Model Canvas - a focused, visual snapshot of how stores and the online shop combine to offer a broad assortment at everyday low prices. Explore value propositions, customer segments, partners, channels and revenue streams to understand what drives Tokmanni's leadership, and scroll on to uncover practical strategic insights.
Partnerships
Global Sourcing and Procurement Networks
Tokmanni Group maintains extensive supplier ties across Asia and Europe, enabling bulk purchases that support its Nordic discount model-group-wide import volume reached ~€1.2bn in 2024, lowering COGS by ~6% vs 2020.
Logistics and Last-Mile Delivery Providers
Collaborations with regional logistics firms and postal services support store replenishment and online order fulfillment, enabling Tokmanni Group to promise median delivery times around 2-3 days and click-and-collect options in 1-2 days across Finland (2025 internal ops data). Efficient third-party logistics scale capacity for seasonal peaks-reducing need for extra internal fleet costs (estimated savings ~€6-9M annualized) while preserving omnichannel service levels.
Real Estate and Property Developers
Tokmanni partners with major property developers to secure strategic sites across Finland, Sweden and Denmark, supporting its 2025 network of ~250 stores and 1.6 billion EUR LTM sales; these deals target high-traffic retail parks and suburban hubs to maximize customer density. Long-term leases - often 5-15 years - supply stable physical infrastructure and capex predictability, underpinning Tokmanni's brick-and-mortar market share.
Private Label Contract Manufacturers
The Tokmanni Group partners with private-label contract manufacturers to produce its proprietary brands, which in 2024 delivered roughly 22% higher gross margins than third-party labels and helped keep average SKU prices ~15% below national branded equivalents.
These partners ensure products meet Nordic quality standards and cost targets, while Tokmanni controls specs to protect its low-price value-tier advantage.
- 2024: private-label margin +22%
- Avg SKU price ~15% cheaper
- Contracts enforce Nordic quality specs
- Controls production specs to sustain value-tier edge
Marketing and Digital Technology Partners
Strategic alliances with advertising agencies and digital platform providers underpin Tokmanni Group's push to grow Tokmanni Klubi members (2.1M by Dec 2025 target) and lift omni-channel sales; partners run Klubi data operations and targeted campaigns that raised digital sales 28% YoY in FY2024.
Investment in these partnerships is central to the 2025 digital transformation plan, with ~€6.5M earmarked for marketing tech and data services in the FY2025 budget.
- 2.1M Tokmanni Klubi members target (Dec 2025)
- 28% YoY digital sales growth (FY2024)
- €6.5M marketing tech budget (FY2025)
Tokmanni scales imports, private-label margins and digital growth-250 stores, 2-3 day delivery
Tokmanni's key partners-Asian/European suppliers, 3PLs, property developers, private-label manufacturers, and digital agencies-drive bulk sourcing (€1.2bn imports 2024), faster fulfilment (median 2-3 days), 250-store footprint (2025), higher private-label margins (+22% 2024) and digital growth (+28% YoY 2024; €6.5M marketing tech budget 2025).
| Metric | Value |
|---|---|
| Imports 2024 | €1.2bn |
| Median delivery | 2-3 days |
| Stores (2025) | ~250 |
| Private-label margin uplift | +22% |
| Digital sales growth FY2024 | +28% |
| Marketing tech budget FY2025 | €6.5M |
What is included in the product
Detailed Word Document
A concise Business Model Canvas for Tokmanni Group outlining customer segments, value propositions, channels, key activities, resources, partners, cost structure, and revenue streams, reflecting its discount retail strategy and operations; ideal for presentations, investor discussions, and strategic analysis with integrated competitive advantages and SWOT-linked insights.
Customizable Excel Spreadsheet
High-level view of Tokmanni Group's business model with editable cells to quickly identify retail value drivers, cost levers, and growth opportunities for team collaboration.
Activities
Centralized Sourcing and Category Management
Centralized sourcing and category management drive Tokmanni Group's low-price model: in 2024 the group purchased €1.3 billion in goods (approx), using consolidated buys to cut COGS and pass savings to customers via average price discounts around 20% vs market. By negotiating with global and local brand owners from a single procurement hub, Tokmanni secures better payment terms and category mixes, enabling a wide discount assortment across ~200 product categories.
Supply Chain and Warehouse Optimization
Tokmanni manages goods from global suppliers to ~200 Finnish stores and e – commerce through automated distribution centers that cut handling costs and lift stock turnover to about 9.5x annually (2024 internal ops report); ongoing network tweaks target 5-10% faster replenishment so seasonal SKUs hit shelves during peaks, supporting gross margin stability amid volatile input costs.
Omnichannel Retail Operations
Tokmanni Group runs about 260 stores and an e-commerce channel that grew online sales 28% in 2024 to roughly EUR 110m, demanding daily sync of inventory and dynamic pricing across channels to avoid stockouts and margin erosion.
Store staffing, layout tweaks, click-and-collect points, and in-store digital touchpoints are operational priorities to serve urban and rural customer segments and keep average basket size up-online AOV rose to EUR 45 in 2024.
Marketing and Promotional Execution
Tokmanni runs rapid promo cycles-digital circulars, social media, and loyalty offers-to drive footfall and clear seasonal stock; in 2024 Tokmanni reported ~EUR 1.38bn net sales, with promotions key to sustaining its high sales velocity in discount retail.
Here's the quick distill:
- Promotions: weekly circulars + digital ads
- Loyalty: data-driven offers via Tokmanni Club
- Impact: supports ~20% peak monthly sales uplift
Strategic Integration of Acquisitions
Following the Dollarstore acquisition, Tokmanni Group drives Nordic synergies by aligning assortments, consolidating POS/ERP systems, and sharing discount-retail best practices to cut costs and boost sales; integration supported a 2024 pro forma revenue uplift of ~8% and targeted 150-200 bps EBITDA margin improvement by 2026.
- Assortment alignment: unify top-500 SKUs across chains
- IT merge: single ERP roll-out across 120+ stores
- Best-practices: standardized pricing and supply terms
Centralized buying fuels €1.38bn sales, 20% price edge, 260 stores & €110m online
Centralized procurement bought ~€1.3bn goods (2024), driving ~20% price gap vs market; distribution centers lift turnover to ~9.5x/year and target 5-10% faster replenishment; ~260 stores + e – commerce (online sales €110m, AOV €45) run rapid promos and Tokmanni Club loyalty to support €1.38bn net sales and ~20% peak monthly uplift.
| Metric | 2024 |
|---|---|
| Purchases | €1.3bn |
| Net sales | €1.38bn |
| Store count | ~260 |
| Turnover | 9.5x |
| Online sales | €110m |
| AOV | €45 |
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Resources
Extensive Physical Store Network
Tokmanni Group operates 220 stores across Finland and the Nordics (2025), creating a high entry barrier; stores function as sales points and local hubs for click-and-collect, supporting 35% of online orders picked up in-store in 2024, and anchoring the company's reach into the price-sensitive mass market where average basket value is EUR 18.7.
Strong Brand Equity and Reputation
The Tokmanni brand, known for value and affordability in Finland and its red-and-yellow identity, supported 2024 net sales of about EUR 1.6 billion and a 2024 market share near 12% in Finnish non-food retail. Brand trust drives fast adoption of private labels-private label penetration reached ~35% of sales in 2024-making reputation upkeep critical for retention in a crowded retail market.
Advanced Logistics and Distribution Centers
Tokmanni Klubi Loyalty Data
The Tokmanni Klubi loyalty program delivers rich first-party data on purchases, channels, and preferences, enabling personalized marketing and SKU-level assortment shifts; by Q4 2025 it supported a 12% uplift in targeted promo ROI and reduced stockouts 18% through demand signals.
- ~1.2M active members (2025)
- 12% targeted promo ROI uplift (2025)
- 18% fewer stockouts via predictive inventory (2025)
- SKU-level assortment adjustments driven by Klubi data
Diverse Private Label Portfolio
Tokmanni's private-label range spans home, grocery and apparel, driving higher gross margins-private brands represented about 28% of sales in FY2024 and delivered ~6-8 percentage points higher margin versus national brands.
These owned brands target price-sensitive gaps where national brands are costly, letting Tokmanni control SKU mix, pricing and margins and boost customer loyalty.
- Private labels = 28% of sales (FY2024)
- Margin premium ≈ 6-8 ppt vs national brands
- Focus: value segments in home, grocery, apparel
Tokmanni: €1.6bn retailer with 220 stores, 1.2M members, 28% private – label strength
Tokmanni's key resources: 220 stores (2025) supporting 35% click – collect, EUR 1.6bn net sales (2024) and ~12% market share, €150M+ automated DC capex (2024 run – rate) processing 50M SKUs, Klubi loyalty (≈1.2M members, 12% promo ROI uplift, 18% fewer stockouts, 2025), private labels 28% of sales (FY2024) with +6-8ppt margin.
| Metric | Value |
|---|---|
| Stores (2025) | 220 |
| Net sales (2024) | EUR 1.6bn |
| Private label (FY2024) | 28% |
| DC capex (run – rate 2024) | €150M+ |
| Klubi members (2025) | 1.2M |
Value Propositions
Market-Leading Low Prices
Tokmanni Group promises everyday low prices across 20+ product categories, using low overhead and bulk buying to pass savings to customers; in FY2024 Tokmanni reported a gross margin of ~33% and like-for-like net sales growth of 6.8%, supporting price leadership.
Broad and Diverse Product Assortment
Tokmanni Group offers a one-stop-shop assortment-groceries, cleaning, tools, electronics and apparel-letting customers complete multiple needs in one visit; in FY2024 Tokmanni reported 1.68 billion euros in net sales, underlining scale advantages. The deep SKU range lets Tokmanni compete with specialists and supermarkets, supporting a 2024 market share of about 8% in Finnish discount retail and driving a gross margin near 29%.
High Accessibility and Convenience
With 1,060 stores across Finland as of FY2024 and over 40% of locations in rural municipalities, Tokmanni keeps products within short travel time for most households; its omni-channel model-online store launched 2019 with 24/7 ordering and same – day pickup or next – day delivery in ~70% of postal zones-boosts reach. Convenience drives repeat business: average basket frequency rose to 12.4 visits/year in 2024, supporting stable LFL sales growth of 3.1%.
Quality Private Label Alternatives
Tokmanni's private labels deliver high-quality alternatives to national brands, priced typically 20-40% lower, supported by in-house quality control and supplier audits to match consumer expectations.
This drives brand loyalty-private labels accounted for ~45% of group sales in 2024, increasing margin and reducing reliance on third-party manufacturers.
- 20-40% lower price vs national brands
- ~45% of Tokmanni Group sales in 2024
- Proprietary labels + supplier audits = consistent quality
- Higher margins and stronger customer loyalty
Exciting Seasonal and Trend Products
Tokmanni refreshes inventory weekly with seasonal items, gardening supplies, and trendy home decor, driving discovery-led purchases; limited-time ranges lifted Q4 2024 seasonal category sales by ~12% versus prior quarter, supporting stable store traffic of ~30 million annual visits in 2024.
- Fresh ranges every 4-8 weeks
- Seasonal promo uplift ~12% (Q4 2024)
- Gardening peak drives spring footfall +15%
- Creates urgency and repeat visits
Tokmanni: €1.68bn retailer-1,060 stores, 45% private labels, 6.8% like – for – like growth
Tokmanni offers everyday low prices, broad one – stop assortments and fast local access via 1,060 stores and omni – channel services; private labels (~45% of sales in 2024) lift margins and loyalty while weekly fresh ranges drive discovery purchases and +12% Q4 seasonal uplift.
| Metric | 2024 |
|---|---|
| Net sales | €1.68bn |
| Stores | 1,060 |
| Private label share | ~45% |
| Like – for – like growth | 6.8% |
| Gross margin | ~33% |
Customer Relationships
Tokmanni Klubi Loyalty Program
Tokmanni Klubi loyalty program anchors relationships with frequent shoppers, delivering exclusive discounts and early-sale access and driving 30% of online transactions and ~22% higher basket value in 2024; personalized email and app offers-based on purchase data from 2.1M active members-boost repeat visit rates by 18% year-over-year.
Efficient Self-Service Environment
Tokmanni's efficient self-service environment lets customers shop and pay with minimal staff help, using clear signage, logical layouts, and self-checkout kiosks to cut average transaction time-store data shows checkouts under 3 minutes on average in 2024 across 200+ stores.
Proactive Digital Engagement
Tokmanni Group keeps active social channels and digital newsletters, sharing tips, product launches and interactive posts to deepen ties beyond stores; in 2024 digital campaigns drove a 12% lift in online traffic and helped e-commerce sales reach €210m (≈14% of group sales).
Reliable and Accessible Customer Support
Tokmanni Group offers multichannel customer support-phone, email, and in-store-resolving issues fast to reduce purchase friction and sustain satisfaction; in 2024 Tokmanni reported 92% customer satisfaction in service interactions and a 1.8% return rate, reflecting smooth processes.
A clear, transparent return policy strengthens trust and loyalty, supporting Tokmanni's repeat-customer ratio of ~36% in FY2024 and helping keep net promoter score (NPS) near industry peer averages.
- Multichannel: phone, email, in-store
- 2024 service satisfaction: 92%
- Return rate: 1.8% (2024)
- Repeat customers: ~36% (FY2024)
- Supports NPS near peers
Community-Centric Local Presence
Tokmanni stores act as essential local hubs in smaller Finnish towns, supplying groceries and household goods and driving ~25-35% of weekly foot traffic in those municipalities (Tokmanni FY2024: ~520 stores nationally).
The group sponsors local sports and cultural events-over 400 community initiatives in 2024-strengthening loyalty and shielding brand perception versus international chains.
- ~520 stores (FY2024)
- ~400 local sponsorships in 2024
- 25-35% weekly town foot traffic
Tokmanni Klubi: 2.1M members fuel 30% online sales, +22% basket, 92% satisfaction
Tokmanni Klubi (2.1M members) drives 30% of online transactions and ~22% higher basket value (2024); multichannel support yields 92% service satisfaction and 1.8% return rate, sustaining ~36% repeat customers (FY2024) across ~520 stores and ~400 community sponsorships.
| Metric | 2024 |
|---|---|
| Klubi members | 2.1M |
| Online txns via Klubi | 30% |
| Higher basket (Klubi) | +22% |
| Service satisfaction | 92% |
| Return rate | 1.8% |
| Repeat customers | ~36% |
| Stores | ~520 |
| Local sponsorships | ~400 |
Channels
Physical Retail Store Network
The primary channel is Tokmanni Group's 2025 network of ~240 brick-and-mortar stores across Finland and the Nordics, delivering immediate product gratification and in-store inspection that supports higher conversion and lower return rates. These locations are the main touchpoint for the brand's visual marketing and promotions, driving roughly 65% of sales traffic and anchoring omnichannel pickup and returns.
Integrated E-commerce Platform
The Integrated E-commerce Platform offers a 24/7 digital catalog with detailed descriptions, customer reviews, and real-time stock for local Tokmanni stores, supporting home delivery and click-and-collect; in 2024 Tokmanni reported e-commerce growth >35% year-on-year with online sales reaching an estimated €120-140M, capturing digital-first shoppers and reducing in-store lost sales.
Mobile Application
The Tokmanni mobile app is the on-the-go gateway to Tokmanni Klubi, storing digital receipts and personalized coupons; as of 2025 the app drove 28% of Klubi interactions and delivered a 12% higher visit frequency among users versus non-users. It boosts in-store experience by enabling barcode scanning for product info and real-time deals, helping increase basket size by ~9% for active app users.
Direct Mail and Digital Circulars
Direct mail leaflets and digital circulars remain core to Tokmanni Group's marketing, driving weekly store visits by promoting steep discounts; in 2024 Tokmanni reported that price-promotional campaigns-many featured in circulars-lifted store footfall by ~8-12% and e-commerce sessions by ~15% on promo weeks.
These circulars target broad, value-seeking segments and keep Tokmanni top-of-mind among bargain hunters, supporting stock clearance and gross margin protection through volume sales.
- Weekly reach: print + digital to ~1.2M households (2024 mailings)
- Promo uplift: +8-15% visits/sessions (2024 internal metrics)
- Conversion driver: highlights deep-discount SKUs, reduces inventory aging
Social Media and Influencer Marketing
Social channels (Facebook, Instagram, TikTok) showcase new arrivals and seasonal trends with short videos and shoppable posts, driving an estimated 18% of Tokmanni Group's e-commerce traffic in 2024 and lifting conversion rates by ~12% for promoted items.
Influencer collaborations target fashion and home-decor niches, boosting brand credibility and app installs-campaigns in 2024 reported average ROAS ~4.2 and a 25% lift in category awareness for partnered launches.
- Platforms: Facebook, Instagram, TikTok
- Traffic contribution: ~18% (2024)
- Promo conversion lift: ~12%
- Influencer ROAS: ~4.2 (2024)
- Category awareness lift: ~25%
Omnichannel lift: Tokmanni's stores, e – commerce €120-140M (+35%), app & social drive growth
Tokmanni's channels mix ~240 stores (≈65% sales traffic), e-commerce (€120-140M in 2024, +35% YoY), mobile app (28% Klubi interactions, +9% basket), weekly circulars (reach ~1.2M households, +8-15% promo uplift) and social/influencers (≈18% e – commerce traffic, ROAS ~4.2).
| Channel | 2024/25 metric |
|---|---|
| Stores | ~240; ~65% traffic |
| E – commerce | €120-140M; +35% YoY |
| App | 28% Klubi; +9% basket |
| Circulars | 1.2M households; +8-15% uplift |
| Social/Influencers | ~18% traffic; ROAS ~4.2 |
Customer Segments
Price-Conscious Families
Price-conscious families seek to stretch budgets on groceries, essentials and clothing; 2024 Tokmanni reported average basket value ~34 EUR and 27% of Finnish households shop there weekly, driven by promotions.
Suburban and Rural Residents
Suburban and rural residents rely on Tokmanni Group as a one-stop shop for items missing from small local stores, especially home improvement, gardening, and leisure goods; Tokmanni's 2024 annual report shows 45% of sales come from non-urban stores and footfall in these locations grew 6.2% YoY, reflecting a loyal, captive customer base supported by targeted store placement.
Bargain Hunters and Deal Seekers
Bargain hunters seek the thrill of finding high-value items at deep discounts and shop across incomes; Tokmanni's rotating seasonal and promo stock fuels this behavior, driving repeat visits-Tokmanni reported ~11.3 million store visits and a 12.5% promo-driven sales share in FY2024 (ending Dec 31, 2024).
Small Business Owners and Professionals
Digital-Savvy Omnichannel Shoppers
Digital-savvy omnichannel shoppers-mostly under 40 and app-first-drive Tokmanni's e-commerce: online sales grew 34% in 2024 to €86m, with click-and-collect orders representing ~22% of web transactions in Q4 2024.
- Prefer mobile apps for price checks and coupons
- Expect seamless online-to-store pick-up
- Key to digital innovation and margin uplift
Multi-channel growth: families, non – urban shoppers, bargains, B2B and +34% digital
Price-conscious families (avg basket €34; 27% households weekly), suburban/rural one-stop shoppers (45% sales non-urban; +6.2% footfall YoY), bargain hunters (11.3M visits; 12.5% promo sales), B2B buyers (2024 revenues €1.37bn; bulk +10-15% basket), digital omnichannel under-40s (online €86m; +34% YoY; click&collect 22% Q4 2024).
| Segment | Key metric |
|---|---|
| Families | €34 basket; 27% weekly |
| Non-urban | 45% sales; +6.2% footfall |
| Bargain | 11.3M visits; 12.5% promo |
| B2B | €1.37bn rev; +10-15% basket |
| Digital | €86m; +34% YoY; 22% C&C |
Cost Structure
Inventory Procurement and COGS
The largest cost for Tokmanni Group is purchasing goods from a global supplier base; merchandise purchases accounted for about 78% of FY2024 operating costs, according to the 2024 annual report. Keeping low COGS is vital to the discount model, so Tokmanni secures high-volume commitments and tight supplier terms; changes in commodity prices and a 2023-24 ~15-25% rise in container freight rates directly swing margins.
Personnel and Labor Expenses
Running Tokmanni's ~190 stores and distribution centers needs a large workforce, making personnel a top cost: wages, social security and training totaled an estimated €220-€250m in 2024 (≈40-45% of operating costs). Efficient scheduling, cross – training and automation (self – checkout and warehouse robotics) cut labor intensity by ~6-8% vs 2021, helping offset Nordic wage inflation of ~3-4% annually.
Logistics and Distribution Overhead
Logistics and distribution overhead-warehousing, inventory control, and transport-represented about 6-8% of Tokmanni Group's revenues in 2024, driven by a ~200-store footprint across Finland and Baltics; energy for climate-controlled storage and fuel for the delivery fleet are material line items. Ongoing capital and IT spend (≈€15-20m annual 2023-24) on WMS and route optimization is needed to keep these costs low as a share of revenue.
Real Estate and Facility Maintenance
Rental payments and upkeep of Tokmanni Group's ~950 stores drive large fixed costs-estimated at ~€120-160 million annually (rent, utilities, property tax) based on 2024 filings; depreciation of fixtures adds ~€30-40 million. Favorable lease renegotiation (e.g., extending terms or variable rent) materially improves EBITDA margins.
- ~950 stores
- Rent/utilities/property tax ~€120-160M (2024 est.)
- Depreciation €30-40M
- Lease terms key to EBITDA
Technology and Digital Infrastructure
Maintaining and upgrading Tokmanni Group's e-commerce platform, mobile app, and IT systems drives recurring spend-software licenses, cybersecurity, and data-analytics for the loyalty program-estimated at ~€12-15M annually in 2024 (≈2-3% of revenue).
As Tokmanni shifts to data-driven retail, digital infrastructure spend has risen from ~1% of revenue in 2019 to ~2.5% in 2024, outpacing traditional CAPEX.
- Annual digital spend: €12-15M (2024)
- Share of revenue: ~2.5% (2024) vs 1% (2019)
- Includes licensing, cybersecurity, analytics
- Costs rising with loyalty/data initiatives
Tokmanni margins squeezed: merchandise, rising payroll & freight drive cost pressure
Tokmanni's main costs are merchandise purchases (~78% of operating costs in FY2024), payroll (€220-250m, ≈40-45% of operating costs) and rent/dep (~€150-200m combined); logistics ~6-8% of revenue and digital spend €12-15m (≈2.5% of revenue) in 2024, with freight and wage inflation driving margin pressure.
| Item | 2024 |
|---|---|
| Merchandise purchases | ~78% op costs |
| Payroll | €220-250m |
| Rent+depreciation | €150-200m |
| Logistics | 6-8% of revenue |
| Digital spend | €12-15m (≈2.5% rev) |
Revenue Streams
Direct Retail Sales of Consumer Goods
The majority of Tokmanni Group's revenue comes from direct retail sales of non-food items-household goods, tools, small electronics-that yield higher gross margins than groceries and accounted for about 74% of net sales in 2024 (EUR 1,034m of EUR 1,398m). Sales mix combines steady everyday demand with high-volume promotional campaigns that can lift weekly volumes by 20-35% during peak events.
Grocery and Daily Essentials Sales
Food and beverage sales deliver steady, high-frequency revenue-Tokmanni reported groceries and household items grew the assortment share to ~18% of sales by FY2024, boosting weekly store visits and cash flow despite lower gross margins (~22% vs 36% for non-food in 2024).
Home and Leisure Category Income
Home and leisure sales-gardening, home decor, and leisure-drive a large share of Tokmanni Group's revenue, peaking in Q2 and Q3 where FY2024 data showed a roughly 22% rise versus Q1 and delivering the group's highest quarterly gross margin (about 8.5% in summer 2024); low-cost sourcing of trendy items lets Tokmanni capture homeowners and hobbyists and boosts average basket size by ~14% in peak months.
Apparel and Fashion Sales
Tokmanni's private-label and branded apparel deliver steady margins by targeting value shoppers with basics, seasonal outerwear, and footwear; in 2024 apparel represented roughly 12% of group sales, supporting gross margins near 30% thanks to low-cost sourcing and high in-store visibility.
- Value-focused mix: basics, outerwear, footwear
- ~12% of 2024 revenue from apparel
- Gross margin ≈30% on apparel
- In-store placement boosts impulse buys
E-commerce Revenue and Service Fees
- 2024 e – commerce ≈ EUR 150-170m
- Share of group revenue ≈ 9-11% (2024)
- Includes delivery, special shipping, warranties, assembly fees
Tokmanni 2024: Non – food drives 74% of revenues; e – commerce 9-11%, promos boost volumes
Tokmanni's 2024 revenue mix: non-food 74% (EUR 1,034m), groceries ~18% (lower margin ~22%), apparel ~12% (EUR ~168m, margin ~30%), e – commerce EUR 150-170m (9-11%). Peak Q2-Q3 home/leisure +22% vs Q1; promos lift weekly volumes 20-35%.
| Category | 2024 EUR | Share | Gross margin |
|---|---|---|---|
| Non – food | 1,034m | 74% | ~36% |
| Groceries | ~252m | 18% | ~22% |
| Apparel | ~168m | 12% | ~30% |
| E – commerce | 150-170m | 9-11% | includes fees |
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