"We all know what's going on with online shopping," he says, "keeps the stores losing 20-30 percent of sales, so most of them are in the minus." Their costs are the same, says Hugo Maurstad at E24.
From 2008 to 2016, the number of retail companies in Norway fell by almost ten percent if we withdrew from newly established online trading companies.
The main organization Virke calls the situation "apocalyptic".
Maurstad is a partner of the Scandinavian private equity fund Altor Equity Partners since 2004 and manages the company's international investments. Altor's portfolio consists, among other things, of Sbanken, Sats Elixia, Dale from Norway and Rossignol.
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It has to change
The question is how the industry needs to adapt to a changing trade pattern to ensure continuation of existence.
"Some stores in the larger chain have turned considerably faster, are you tired, you die anyway." Someone must have made a mistake, he says, and continues:
"But if you're a sports shop, that's not so bad you can do it. Maybe you could sell the chain store a little earlier.
He believes that such retailing is developing, shops must ultimately offer greater services and work with higher margins.
"But there will always be a risk that users will come and get a lot of advice and help before they go online and buy a 20 percent cheaper product," he says.
Trade as an exhibition space
In recent years, Maurstad lived in Zurich to build Rossignol's base in the country. This job is now over, and Maurstad returned home to Norway a few weeks ago.
After five years as the president of the French ski manufacturer, he is aware that there is a traditional trade of the future – the company has just opened its first store in Paris as long as it is part of a larger ecosystem.
"We have the principle in Rossignol that our store is also an exhibition space, we have all models, all colors and all sizes, but not all models of all colors and sizes.You will try to find out what is appropriate and instead you can order a model online in the desired color. This reduces costs because it does not contain all variants, he explains.
Ships from the store
Maurstad explains that the worst thing about e-commerce is to return.
"It's on a mature market of 25-30 percent and is very expensive to handle, for example, in the United States, you often buy three pairs of shoes, one size up and one below, then hold the one that fits the other two. the store as a place to raise.
Especially in Norway, this will cause huge costs, he explains, because the shipment is very expensive even at short distances.
"In Rossignol, we started supplying goods from the store, and I do not think there is anyone in Norway yet, and when you connect, change the entire economy into the store," he says.
– Do not lose
Maurstad believes in the future and for physical stores, but is aware that we will see a fairly large wash in the next time.
"I do not think stores will disappear, but I think it's getting smaller and I think it will be part of a bigger solution." We had the dynamics that make very little trade act like just a store, "he says.