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9000 sqm in two months //
The supermarket specialists //
Going green //
LED – the new buzzword
in retail business
///////////
No. 2 // October 2008
Magazine for New Store Europe
English version

If you have any questions, comments
or suggestions for the content of our
magazine, please let us know at
info@newstoreeurope.com.
Published by:
New Store Europe AS
Kveldroveien 19
N-1407 Vinterbro
Phone: +47 64 97 76 50
www.newstoreeurope.com
Editors in Chief:
Arne Lassen
Matthias Kreft
Editor:
Siv L. Seljevold,
Nucleus AS
Text & layout:
Nucleus AS
Front page photo:
Morten Brakestad
Contact us:
New Store Europe AS
Kveldroveien 19
N-1407 Vinterbro
+47 64 97 76 50
info@newstoreeurope.com
Casamercato – a
megastore for the
home – covers
20,000 sqm on two
floors. The interior
of the first floor
was planned and
designed from
scratch by New
Store Europe Italia.
4
Doing our part
It is almost two years since New Store
Europe was first launched in Helsingør,
Denmark in November 2006. Two very
interesting years with lots of hard work
from colleagues in New Store Europe, and
fantastic support from our customers and
partners.
We are proud of being able to transform
our dreams into solid targets and that we
now see performance increasing as our
action plans are being executed.
People in eco-
nomically advanced
countries go
shopping because
it has become a
leisure activity.
This type of shoppers
are attracted by
environments that
are appealing and
pleasant to be in.
7
Our development and projects are exciting
and challenging. By including environmental
and “green” considerations we now add a
new dimension to these processes.
New Store Europe has initiated the strategic
project called Green Initiative to drive the
corporation towards more environmentally
friendly solutions. Through Green
Initiative and our core values of Honesty,
Courage and Commitment, we want to
make a real difference.
Alpenstock in
Barcelona is the
latest addition
to the New Store
Europe group, now
present in 13 Euro-
pean countries. The
company creates and
implements innova-
tive store concepts
needed in today’s
retail market.
10
GRID Design is one
of the most impor-
tant partners for
New Store Europe
in Norway. GRID
creates concept
development and
corporate design
work for some of
Norway’s most well
known brands.
16

Butikkdesign New
Store Europe has a
well-run machinery
that is experienced
in handling big
rollouts in the
supermarket
channel.
18
Developing more environmentally adapted
products and working processes takes
time. It requires a structured approach
in close cooperation with our business
partners, but we can all start contributing
today as individuals by changing the way
we think and the way we act.
New Store Europe will join forces and give
it our best shot, include Green Initiative
in the strategy plans and make the best
possible achievements.
New Store Europe has
initiated a strategic
project called
Green Initiative,
which aims to build
a green culture
within the group
and obtain certifi-
cations according to
the environmental
standard ISO 14001.
20
We challenge each of you to contribute
at work and at home, through behaviour
and actions – to make a difference for the
future.
Photo: Øyvind Joar Pettersen
9000 sqm in two months ............................................................................. 4
LED – a lighting revolution ........................................................................... 7
Creative strategists in Spain .........................................................................10
News .........................................................................................................12
The supplier should be in front .....................................................................14
Networking with GRID design .......................................................................16
The supermarket specialists ..........................................................................18
Going green ...............................................................................................20
Lean management pays off ...........................................................................23
Advantageous retail knowledge.....................................................................24
Old fashioned medicine................................................................................26
index
Troy Abrahamsen
CEO of New Store
Europe

The brief facts
Customer: Casamercato home products
retailer
Where: Just outside of Verona,
Northern Italy
Size: App. 9.000 sqm out of a total of
20,000 sqm
Responsible in New Store Europe:
Sales Manager Massimiliano Camisasca
Idea: Obtain intimacy through a shop
in shop-concept
Time frame: Planning started in
September 2006, opening at the end
of June 2007
Special challenge: Design and layout
to make people want to walk 1.5
km, always finding something more
interesting around the corner
///////////////////////////////////////
9,000 sqm in two months
Seven months all together, but only two months it took New Store
Europe Italia srl. to fit the interiors of nearly 9,000 sqm and fill all the
furniture with the right goods.
Text Siv L. Seljevold // Photo Mimmo Capurso
Some departments have a whiff of
exclusivity corresponding to that
of a traditional department store.
Unlike many other producers, the
Italian company prefers wood in
their furniture.
Casamercato – a megastore for the home
– covers 20,000 sqm on two floors. The
interior of the first floor was planned and
designed from scratch by New Store Europe
Italia. With the help of their sub-supplier
Lisart, they have produced and assembled
all the furniture there and some of the
furniture on the ground floor. New Store
Europe has also implemented interesting
solutions for lighting integrated in the
furniture, experimenting also with LED
(See article on lighting, pg 7-9). They
supervised the whole project and via a
clever number and code scheme got the
right merchandise in the right shelves.
Success from previous experience
The size of this taken into account, the
time scope is rather astonishing for a
company of 13 people all together; three
months from the first line was drawn until
New Store Europe
Magazine
4

The stairway connecting
the two floors was designed
by Massimiliano Camisasca
in New Store Europe Italia.
Walls with inspiration from
the Orient made for the
carpet area.
New Store Europe
Magazine
5
the plan was ready. Then two months of
production and two more months to set up
the whole store.
”The hardware alone is worth 1.2 million
Euros excl. tax. It’s our first job for the
Casamercato chain and the biggest area
we’ve ever furnished, but it’s not our
first project of big dimensions. Previous
experience of how to handle production
and logistics and the already developed
method of linking the furniture with the
goods, is partly why we could do this in
an efficient and orderly manner,” designer
and Sales Manager Massimiliano Camisasca
explains.
”I was recommended to put New Store
Europe Italia to the test. Their great
availability and the way they have solved
this assignment has convinced me that
future cooperation is a very good idea,”
says Lino Giuliani, the Chairman and owner
of the – at the time being – five shopping
centres in the chain.
Shop in shop concept
Casamercato is not just a big furniture
store, it has a lot more to offer:
Electronics, building materials, books,
clothes, perfume and white goods – among
other things. The only thing you can’t get
is groceries.
Nevertheless, the shop fitter has managed
to avoid the classic warehouse feeling.
Each department is planned as a shop in
shop, framed by various adjusted shelves
and segregated by different colours. To
maintain the intimacy, the distance from
the pathways to the closest wall should
never exceed seven metres. Special boxes
for the goods made with glass walls are
The tailored containers in different sizes
show the contents and direct people in
the right direction.

scattered about to steer the shoppers
around ”invisible” footpaths while revealing
the content down to the very bottom.
Easy navigation
”It’s important to consider how to make
people want to move on,” Camisasca tells.
”It has to be attractive to always continue
even further, which is why things like
electronics and games and the perfumery
are placed towards the end of the stroll.
One of the trademarks of New Store Europe
Italia is never to leave people in a corner,
so all the longer shelves are curved towards
the end. The room left behind the cut off
corners are elegantly used as storages.
Another solution is even more important
for facilitating the everyday work of the
employees: A corridor running straight
through the whole building in the middle.
This way they can quickly move around
without walking the 1.5 km from one end
to the other.
”The layout was changed as the project
evolved, and the corridor came in as one
of the last, important alternations. We are
happy with the end result and proud to
present it as a reference of big projects,
though it’s not really our speciality. Smaller
shops for bigger chains and restaurants is
what we normally do,” the Sales Manager
smiles.
Never leave the customer stuck
in a corner, New Store Europe
Italia states. The long, curved
walls are also visually striking.
Shelves specially designed for the
chair display with strong down lights
and rough steel construction materials
for a tougher look.
New Store Europe
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New Store Europe
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7
LED
– a lighting revolution
LED is no longer just some future trend. 2008 is the year in which
solid-state lighting is transforming the market and is being used to
affect moods, enhance productivity, improve safety and save energy.

Text Lene Rustad // Photo Philips
Research shows that people in
economically advanced countries no longer
go shopping because they need something.
Rather, shopping has become one of the
most popular leisure activities. This means
that people navigate through stores in a
less structured way and will be attracted
by environments that are appealing and
pleasant to be in. One of the most effective
ways of influencing buyers is through
lighting, according to Rudy Provoost, Chief
Executive Officer of Philips Lighting.
Intelligent lighting
As for the retail business, the great
buzzword is LED. This lighting technology
provides considerable opportunities to
c reate tailor-made atmospheres that
conventional lighting cannot match.
”LED makes it very easy to adapt the
lighting according to need. LED provides a
palette of millions of colours and dynamic
effects that can be manipulated through an
Atmosphere Flipbook with pre-set lighting
designs. As a retailer one may want to
change the lighting to match certain
collections, target customers, shopping
moods, promotional themes or even the
weather outside,” says Provoost.
Due to its low heat emissions LEDs can
easily be embedded in furniture, walls or
ceilings. Moreover, LEDs are digital and can
be programmed with intelligent software –
and retail scene setting is taken to another
level.
Interactive lighting
The LED product range available is
extensive and can be used for very
different purposes, such as to help soothe
patients’ nerves in hospitals, to rehumanise
rough urban environments and
in Buckingham Palace to prevent outside
lighting disturbing the residents’ sleep.
This is just the beginning, and illustrates
how LED proposes new ways for retailers
to identify original and interesting ways to
engage with customers by making products
and displays more appealing.
”A product like Philips Reactive Spotlight
for example, illuminates key products in a
store in a normal manner in a rest state.
But when a customer approaches the
product the spotlight beam subtly narrows
to focus directly on the product”, says
Provoost, concluding that he expects the
luminaire LED market to grow to 1.5 billion
Euros in 2010.
iColor Accent Powercore
from Philips.
One of the most
effective ways of
influencing buyers
is through lighting
Magazine 8
New Store Europe

New Store Europe
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9
///////////////////////////////////////////
You have
the power!
1.
2.
3.
4.
5.
Lighting accounts for about
19% of energy use world-
wide. Switch to an energy-
saving lamp!
Reduce the mercury in
the ecosystem.
Purchase lamps with less, or
no mercury – like LEDs.
Boost human and lighting
performance: Upgrade to
brighter, whiter lamps that
boost productivity.
Consider lamp maintenance
and disposal options –
including recycling in each
purchase decision.
The longer a lamp lasts
while maintaining high
quality output, the more
sustainable the choice is.
LED lighting can be used to easily differentiate departments in a store.
Above is the fish department in Edeka Hieber in Germany.
Energy efficient solution
LED is also in compliance with the environmental
responsibility to reduce energy consumption.
LED lighting is up to 80 percent more energy
efficient than conventional lighting and has
a very long life span. This makes LED a truly
sustainable lighting option, especially for
24/7 applications.
“One of our LED lamps lasts more than 20
years, making it maintenance free and very
energy efficient,” says Rudy Provoost C.E.O.
of Philips Lighting.

Red and yellow lights used to make the illusion of ice-cubes and a transparent “Christmas tree” as a window display in Barcelona.
Creative strategists in Spain
Alpenstock in Barcelona is the latest addition to the New Store
Europe group, now present in 13 European countries. The
company creates and implements innovative store concepts
needed in today’s competitive retail market.
Text Lene Rustad // Photo New Store Europe
Untraditional Christmas
window display at the
Porcelanosa store in
Barcelona.
The alpenstock stand at
Exporetail in Barcelona
2007.
New Store Europe
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New Store Europe
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“The market has changed quite dramatically
in the past five years. It has become
increasingly competitive. Strategies and
concepts are needed to attract customers
to your store,” says Managing Director
of alpenstock New Store Europe, Enrique
Estruga Cuspinera.
Together with Retail Strategist Maria Callis
Baneres and Visual Merchandiser Emma
Capellera Font, he started the agency
in September 2007. They all have longstanding
experience from domestic and
international retail business, though with
slightly different backgrounds.
“The fact that we have different
backgrounds is the very reason behind the
initiative to start the company. With our
collective experience we realised that the
retail market needed total concepts and
complete packages. The New Store Europe
tagline “with you all the way” is a very
appropriate definition,” says Estruga.
Alpenstock was present at the Exporetail
Barcelona trade fair in September 2007
where they impressed New Store Europe
with their creative stand solution. This
started a dialogue regarding cooperation,
and today the promising company is part
of the New Store Europe group.
Alpenstock New Store Europe offers turnkey
solutions that begin with developing a
retail strategy and concept - defining the
purchase process, messages and environment.
Then the visual merchandising is created
based on the strategy, and products are
purchased or tailor-made accordingly.
Bold clients
The new company is already busy with big
exciting projects. For the toy company
Mattel they are positioning the Mattel
brand in El Corte Ingles shopping centres
all over Spain. Their most innovative
project right now is a big sports and casual
wear store in Barcelona where alpenstock
New Store Europe is given 5,000 square
metres to play with.
“The client has been very bold. They are
already successful, but have realised the
need to always evolve. We have had a
lot of creative freedom and are excited
about the result. The opening, scheduled
in November, will for certain receive
attention,” promises Estruga.
Untraditional Christmas display
Porcelanosa is an up-scale manufacturer of
ceramic tiles and building products, and
contacted alpenstock New Store Europe for
an untraditional Christmas window display.
The shop location was Paeo de Gracia - one
of Barcelona’s main shopping streets.
“They asked us to design and implement
a special Christmas window with one
condition only; it should not look like
a Christmas window. We had to create a
scene without using the traditional colours,
shapes and characters of Christmas,”
explains Estruga.
As one of their measures they decided to
use Sturm Und Plastic products with red
and yellow lights to make the illusion of
ice-cubes and a transparent tree.
“The result was a double success. The client
was satisfied with the increased attention
the untraditional Christmas display
received and actually started to sell the
plastic cubes as home interior decoration
to their customers. That is what we call a
win-win project,” smiles Estruga.
Retail Strategist Maria Callis Baneres, Visual
Merchandiser Emma Capellera Font and
Managing Director Enrique Estruga Cuspinera
make up the alpenstock New Store Europe
team. Here at the Exporetail Fair in 2007.

New Store Europe news
Bright future in Riga
New Store Europe SIA in Latvia is growing and has
replaced an office of 30 sqm with one of 160 sqm.
Text Siv L. Seljevold // Photo Baiba Arnicane
The company moved into the
newly redecorated premises in late
December. They are still to be found
close to the city centre of Riga, not
far from their previous location.
The cell offices and open-plan offices
are bathed in daylight from the
many windows of the building’s third
floor. Their own inhouse designer
has planned the interiors based on
the New Store Europe profile.
250 sqm warehouse
In addition to the new offices,
the three employees have a 250 sqm
warehouse at their disposal, Managing
Director Baiba Arnicane informs.
”We needed space for a show
room for customers to get a better
impression of what we can deliver.
There was also a need for a meeting
room. The extra room for offices
will be required in the future as we
have ambitious plans for expansion,
starting with the employment of
more people this autumn,” she says.
Put New Store Europe on the map
“Our stand stood out and we experienced an interest never seen before”. CEO Troy Abrahamsen
states that Euroshop 2008 definitely was a success and eagerly awaits what is to come.
Text Siv L. Seljevold // Photo New Store Europe
The fair put New Store Europe on the map, showing international chains
the great advantages of cooperating with a company with offices in 13
countries.
The 50 seats available at the stand were taken by visitors at all times.
Now he is more occupied with seeing which of the registered enquiries
from different countries will lead to further cooperation.
“In a year we will be able to tell whether the effort and investment we
made was worth it in terms of new projects and customers. However, it
was worthwhile for the sake of building a strong, international company
culture. This was the first occasion for employees from all the countries
to get together, and this was also an important motive behind it all,”
the CEO says.
Riga is in line with the New Store Europe profile.
This is where we are:
Czech Republic Norway
Denmark
Poland
Finland
Russia
Germany
Spain
Hungary
Sweden
Italy
Latvia
United Kingdom
New Store Europe
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New Store Europe
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Building book stores
all across Europe
The German part of New Store Europe is the only European
company that has specialised in store interiors for the book
trade. That takes them all around our continent.
Text Siv L. Seljevold // Photo New Store Europe
A modern style bookstore of 2,100 sqm, have been built by the Germans in
Corbeilles/Essonnes, an industrial site outside of Paris.
Kreftbrübach New Store Europe has been expanding in the
European business of books throughout three generations.
”We are currently working on book store and stationeries shop
projects in Romania, Norway, Slovenia, Latvia, Iceland, France,
UK, Spain and Portugal besides Germany, Switzerland and
Austria,” says Andrea Quitt. She is Key Account Manager for
projects outside Germany. This doesn’t mean that the various
national New Store Europe companies are not doing book
stores as well, she underlines.
Much more than shelves
So what’s so special about book stores? ”It certainly doesn’t
stop with the production of shelves,” Quitt replies. ”We know
the particularities of the book shoppers, what they like and
how they react to various attraction stimuli in the shops. Upon
that we can design everything to optimise sales. One of our
main tasks is actually planning the shops’ assortment.”
Though the book business constitutes their core market,
they are now also moving into what they call “new markets”,
like pharmacies and convenience stores – on their own or in
cooperation with other New Store Europe companies.

Hans Petter Døvre in DSGI
tries the racing game in the
new Elkjøp megastore in
Norway.
The supplier
should be in front
When the specialist electrical retailing group Dixon Store Group
International (DSGI) enters new markets, they strongly prefer
their suppliers to be established in the markets already. ”New
Store Europe were wise to merge within Europe,” says Business
Development Director, Hans Petter Døvre.
Text Maja Sørlundsengen // Photo Vidar Seland and Morten Brakestad
The electrical retailing group DSGI is
New Store Europe’s biggest customer
and includes a total of 1,500 stores in
numerous chains of shops throughout
Europe. The fact that New Store Europe is
represented in several countries has been
of great significance to the collaboration.
“Being a group that desires to perform
equally in as many countries as possible,
we also desire a supplying partner that is
ahead of us in terms of being present in
the markets we enter. This simplifies our
processes considerably,“ says Døvre.
This was especially evident some years
ago, when DSGI was expanding in Eastern
Europe. In fact, the group is partially
responsible for introducing New Store
Europe to new markets.
“DSGI and New Store Europe established
their businesses in Hungary and the Czech
Republic at the same time. We were able
to pave the way for each other,” says
Development Director of New Store Europe,
Finn Bjørsrud.
“However, the situation in Poland was even
better, as New Store Europe was already
established in this market, which simplified
the establishment of our stores,” Døvre adds.
Equality beneath the surface
The electrical retailing chains that constitute
DSGI have an annual total turnover of
“Managing customers
of DSGI’s size is a
demanding task. I don’t
think that any company
can do it without being
well-established in
several countries.”
Hans Petter Døvre
Business Development Director
about 10 billion Euros. Each chain has an
individual profile in the various countries,
but all stores have undergone a process to
simplify restructuring and new buildings.
New Store Europe
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New Store Europe
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15
With a total of 1,500 stores in numerous
chains throughout Europe, the electrical
retailing group DSGI is New Store Europe’s
biggest customer. The newly opened Elkjøp
Concept Store in Lørenskog, Norway is one of
them, offering 5,000 sqm of electrical goods.
“There were different specifications for
how the furniture was to be manufactured.
During recent years, we have included all
chains in the same concept. All of them
will keep their individual profile, but
beneath the surface, you will find the same
shelves in all stores,” says Døvre.
An average of 400 DSGI projects are
completed a year. Next year app. 300 of
these will take place in the UK, where the
chains of Currys and PC World will undergo
a comprehensive upgrading programme.
“The areas in these stores include between
1,500 and 2,000 square metres. The trend
is moving towards bigger stores rather than
more stores, and we will adjust to this
trend through this significant programme.”
Preference of a strategic partner
The DSGI Business Development Director
recognises that DSGI has great power
over any supplier, due to its considerable
size. Nevertheless, he prefers dialogue to
dictatorship, and suppliers that offer their
own opinions and contributions based on
their professional backgrounds.
“We need an active sparring partner
that is always one step ahead, offering
advice on various production technologies
and materials that can provide us with
improved products at lower costs.”
DSGI’s customer relationship with New
Store Europe, which then was called
Samuelsons Group, began in 2001. Døvre is
positive with regards to the measures taken
in relation to the formation of the New
Store Europe group.
“Samuelsons was of great significance
to our success and was a very dynamic
supplier. I believe that New Store Europe is
well-equipped to achieve great results as a
multinational group as well,” says Døvre.
/////////////////////////////////////////////////////////////////////
The electrical retailing group DSGI and
New Store Europe established their
businesses in Hungary and the Czech
Republic at the same time. “We were
able to pave the way for each other,”
says Business Development Director in
DSGI, Hans Petter Døvre (right) and
Development Director of New Store
Europe, Finn Bjørnsrud.

Networking with GRID Design
”The ability to carry a project through with efficient logistics is
very important. That is partly why New Store Europe is a natural
partner in our biggest projects,” says Managing Director Morten
Kleppan in GRID Design AS.
Text Siv L. Seljevold // Photo Nina Møller
GRID Design is one of the most important
partners for New Store Europe in Norway.
GRID is a full multi disciplinary consultancy
and creates concept development and
corporate design work for some of Norway’s
most well known brands, and has a tenyear
history with Grøn-Hansen New Store
Europe AS.
“Our job is to act as good advisors. We
suggest prioritising the best solutions even
though it means bigger investments. Because
you get a lot of return on investment if
you get the communication right,” Kleppan
says, continuing: “We assess our customers’
needs and quite often choose Grøn-Hansen
New Store Europe for the bigger projects.
Their “all in one”concept, their size,
capacity and experience renders them very
suitable for these kinds of jobs.”
Communication as a special skill
GRID Design was established in 1982.
They have always been sworn fans of
multi disciplinary environments. Currently
they are 26 individuals trained within the
fields of Industrial design, Graphic design,
Packaging, Retail design and Interior
Architecture. GRID also have several brand
consultants, holding an MBA in Brand
Management.
“This variety of backgrounds allows us
to solve quite a few different branding
challenges,” he says. “Communication is
our common special skill. Within Retail
design, not only the furnishings – but
everything that goes on in a store; the
graphics, how the prices are communicated,
what impressions are made – is our area
of expertise. It’s about being conscious
of how we get people to navigate, to be
inspired and motivated to purchase.”
Developing new retail concepts in
GRID often means strategy work, name
development, and literally designing all
elements in a format that makes a concept,
including uniforms and packaging.
“This way we’ve got the opportunity to use
our broad competence as a design agency
to influence several aspects of the concept
and to create a different retail experience,”
Kleppan says.
Constant need of a supplier
GRID Design believes that design has to
Morten Kleppan, Managing Director of GRID Design AS.
be a complete experience with roots in
an overall strategy where the goal is to
produce results for the customer.
“Retail is so much about the experience
you give the customer. What you show sparks
expectations. These expectations should be
fulfilled,” the branding expert states.
However, they don’t have any facilities for
the actual production of their ideas. Nor
do they wish to take part as the necessary
handy men or logistics experts. That is
when they call in the supplier.
“We establish the relationship with the
client. But as soon as the supplier has
been chosen, we see it as a cooperation in
which we have a common customer,” the
MD concludes.
New Store Europe
Magazine
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16

New Store Europe
Magazine
17
New Store Europe
clarification
In the previous edition of the New Store
Europe Magazine, the article about
Norli bookstore left an impression that
the store interior work was developed
by New Store Europe. However, this
concept was developed by GRID
Design AS. First launched in 2002
it is constantly being developed in
cooperation with GRID. This comprises
all shop furniture, signs and graphic
communication. New Store Europe has
produced the furniture according to
GRID’s ideas, supervised the logistics,
assembled the parts and had the overall
project management.
The bookstore Norli (above) and 7-Eleven are two of the projects GRID Design and New Store Europe are cooperating on.

The supermarket
specialists
Butikkdesign New Store Europe in Norway recently delivered a completely
redesigned grocery store in less than a week. Even though this is not
normal procedure, the agency has a well-run machinery that is experienced
in handling big rollouts in the supermarket channel.
Text Lene Rustad // Photo Morten Brakestad and KIWI
Butikkdesign New Store Europe has several
of the big Norwegian grocery store chains
as customers. They also offer services
within the hypermarket segment as well as
serving heavy-duty appliance store chains.
Frank Bomstad is the Managing Director
with over 25 years of experience in the
business.
“One of the heaviest rollouts was for the
Norwegian grocery chain KIWI in 2005 and
2006. We did a complete redesign of 340
stores in a relatively short period of time.
At the most we opened 18 new stores per
week,” says Bomstad.
Big store rollouts
These days, new big store rollouts in the
grocery sector are on their way. For the
Norwegian grocery chain Coop Marked,
Butikkdesign New Store Europe has
scheduled 40 store rebuildings in 2008.
In Denmark, an even bigger project is
being prepared.
“One hundred stores are being re-branded
from Danish Alta to KIWI. We are
involved in the total process and are
also responsible for price markings and
product placements in the stores. Starting
in August, we are opening 55 redesigned
The Norwegian
grocery chain KIWI is
one of Butikkdesign’s
biggest customers.
New Store Europe
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18
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New Store Europe
Magazine
19
KIWI-stores in 2008 in Denmark. This
entails an average of three stores per
week,” says Bomstad.
Short lead-time
“Lead-time is of vital importance in this
business. When you own a store, every day
that you are not in business represents a
loss of income. One of our success factors
is our reputation for fast and dependable
store rollouts,” says Bomstad.
A short lead-time requires excellent project
management. Butikkdesign New Store
Europe has both the right experience and
the right tools to accomplish this.
“We were the first in the business to
incorporate web-based project management
tools in our projects. With all information
accessible for all participants in one place,
the project management process runs much
smoother. We applied this method during
our substantial KIWI-store roll out in 2005
and 2006,” explains Bomstad.
Managing Director Frank Bomstad is open to cooperation projects across borders.
Designing new book displays
Another recent big project in production
at Butikkdesign Design New Store Europe
is the development of new sales promoting
displays for books. These have been
delivered to 1000 sales points in several
grocery store store chains in Norway.
“The client is Bladcentralen and we have
been involved from the very very beginning. We
have both developed the idea and produced
the the new displays that we hope will increase
the book sales,” says Bomstad.
Offers a complete package for Europe
Butikkdesign New Store Europe in
Norway Norway has already successfully executed
cooperation projects with New Store Europe
offices in Denmark, Finland and Latvia.
“We offer a unique knowledge within
design and redesign of grocery chains to
any European partner. “
This book display developed by Butikkdesign is
delivered to 1,000 sales points in Norway.

Going green
Text Axel Revheim // Photo Jonny Lind
The world’s climate is changing, and so is business. Going green isn’t a marketing gimmick or
adaptation to regulatory measures any longer; it’s becoming an integral part of every single
business decision.
The entire Floda
factory and an
adjacent storage
house is heated
by stub from
production.
Plant manager
Fredrik Karlsson
and project
manager Green
Initiative, Marie
Ottander.
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New Store Europe has initiated a
strategic project called Green Initiative,
which aims to build a green culture
within the group and obtain certifications
according to the environmental
standard ISO 14001. All companies
within the corporation will take part,
and the vision is no less than being
recognised as environmentally adapted
by all customers and employees.
“We will strive to reduce our impact on
the environment in all our processes. We
want to contribute to a more sustainable
society. By implementing Green
Initiative in our everyday work, we will
increase the value for our customers as
well as for our employees,” says Troy
Abrahamsen, CEO of New Store Europe.
Where to start
The Green Initiative programme is
headed by Marie Ottander at New
Store Europe. She points out that each
company will carve out its own specific
Head start in the UK
In order to become a qualified supplier for the Body Shop
chain, New Store Europe UK had to get the environmentally
management certification ISO 14001. This inspired an
environmental focus throughout the workflow, as well as the
pursuit of other ISO quality standards.
New Store Europe UK is providing fixtures
and fittings for 300 Body Shop stores in
the UK. The Body Shop chain, famous for
its community involvement and use of
natural materials like bamboo and hemp
doesn’t only require their contractors
to have high ethical and environmental
standards. The store refitting programmes
have a short time span and everything has
to be on time.
“They have eight-days programmes and we
come in for one day to carry out the store
installation with all fixtures and fittings
ready-made. We do warehousing and
distribution logistics throughout the UK for
Body Shop,” explains Key Account Manager
Daniel Potterton in New Store Europe UK.
A business decision
It has been two years since New Store
Europe UK made the business decision to
enforce the environmental quality standard
ISO 14001. Managing Director is ensuring
that the company lives up to strict environmental
and quality standards in the offices,
factories as well as on site. The company
also has the ISO 9001 quality certification
and is currently awaiting the OHSAS 18001
health and safety certification.
Environmentally friendly by 2010
The focus on waste management is
imprinted in the whole organisation and by
2010 absolutely all materials used have to
be either recycled or reused.
“We use less packaging material and
environmentally friendly materials. We buy
CO² emission quotas and encourage the
use of public transport instead of cars. In
our offices we have a recycle policy and
try to cut down on printing paper,” says
Potterton, describing some of the measures
initiated these past two years.
Text Lene Rustad // Photo New Store Europe UK
New Store Europe UK is one of the Body
Shop chain’s environmentally qualified
suppliers and provides all fixtures and
fittings throughout the UK.
The message is spreading
Potterton thinks that maybe the most
important environmental aspect is the
positive ripple effect.
“Now we require that our sub-suppliers are
ISO certified and environmentally friendly.
The rest of the New Store Europe organisation
has recently started a process to
enforce the very same standards as part of
the Green Initiative program. In today’s
business climate in Britain you probably
wouldn’t be invited to many tenders unless
you are ISO certified. That is good news for
the environment,” Potterton concludes.

plan for building Green Initiative. The
starting point for the various companies
within New Store Europe varies a lot,
and so will the respective environmental
targets and activities. “One way to start is
to do an environmental impact study, to
identify the greatest environmental impact
areas in all our processes. Knowing what
matters most is probably the best basis
for setting targets and start reducing the
environmental footprint of our business,”
she explains.
New Store Europe’s plant in Floda outside
Gothenburg is scheduled for ISO 14001
certification in October as the first plant
within the group. The environmental
impact study showed that the most
significant environmental aspects for
the factory was energy usage, material
utilisation and transportation.
Since the 1990s, the entire factory and an
adjacent storage house has been heated
by stub from production, making the Floda
plant almost self-sufficient in energy
for heating. Still, the target is to reduce
energy consumption by 30 per cent during
2008, by more efficient use of machinery
and facilities as well as personnel.
Optimizing cutting and sawing will reduce
stub from production to a minimum, and
a training programme in eco-driving will
reduce emissions from transport.
Everyone involved
The 36 Floda employees have all taken
part in the impact study, and most of them
found it worthwhile and meaningful. “We
try to involve all staff as much as possible.
In the end, it is their effort that will make
the difference,” says plant manager Fredrik
Karlsson.
Troy Abrahamsen and Marie Ottander are
certain that customers will appreciate
the green initiative. “Increasingly more
of our customers want reassurance that
our production line and solutions are
environmentally adapted. We want to be a
first-mover with regards to environmental
standards within our business,” says
Abrahamsen.
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Lean
management
pays off
Text Lene Rustad //
Photo Niklas Bernstone
Plant manager Fredrik Karlsson was hired
in the fall of 2007 to implement the
philosophy of lean management. Fredrik
has significant prior experience with the
concept, working as a lean implementer
and trainer within the Swedish automotive
industry.
A philosophical approach
“In short, lean management is about
involving all employees in the continuous
improvement process and giving them a
chance to influence their own workplace.
Instead of the management guessing what
is the best solution, each employee gets
a say in what can be done to improve
existing work processes. Another vital
aspect is the different way of looking
at problems. Within lean management
problems are looked upon as something
positive, namely an opportunity for
improvement,” Fredrik explains.
Increased quality
The effects of the management philosophy
have been great. In spite of the
introduction of the six-hour workday,
productivity is up more than 50 percent.
The employees are happier and the leadtimes
are steadily decreasing.
“Our goal is to decrease our order-to-
delivery time to less than two weeks,
improve quality and reduce the waste of
resources in all our processes. This is a
time consuming process, but it really pays
off, “ Fredrik concludes.
After initiating a lean
management process at
the New Store Europe
production plant in
Sweden, productivity is
up more than 50 percent
and sick leave figures are
down.
It´s the employees’ achievements that create
success. At the New Store Europe production
plant in Floda outside of Gothenburg,
employees are more committed to their
work after they got the chance to become
involved in the management process. From
the top: Lennart Svantesson, Karolina Bäck
and Daniel Brynne.
//////////////////////////////////////////////
Five principles for
happy employees
• Always deliver quality
• Involve your colleagues
• Learn from your mistakes
• Take one step at a time
• Celebrate successes!

Advantageous retail knowledge
New Store Europe’s knowledge of all the
four vital parts of store interior in the
retail market – design, store interior,
project management and store maintenance
– is a considerable competitive advantage.
Text Lene Rustad //
Photo New Store Europe
Stephan Brübach on the 4 business areas:
Store Interior
Store Interior is our core business and includes concept,
developing and production of tailor-made interior, as
well as installation. Basically the store is delivered ready
for merchandising. Optimal prices and quality control
is emphasized throughout the process. For rollouts we
develop pilot stores. And we always open according to
schedule. Time planning is another important area that
we value in our organisation.
Monday is Monday – always.
Design
The players on the retail market are rapidly changing,
increasingly appearing in new and bigger constellations.
Strategic design is an area in quick development.
Creating out of the box solutions that suit any given
setting is getting more important. We make sure that
all design elements are consistent with the governing
idea. This includes everything from employee clothing
to bigger elements like store fronts or furniture. We
always bear in mind that the design is directed towards
the store customers, and that a successful design should
generate increased sales. We do both redesign and new
design and make packages according to the clients’
needs.
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The European retail market requires to a large degree that a supplier
can offer complete packages across national borders. This is the
strategic background for the New Store Europe business idea.
“We are now present in 13 European countries with an expertise
within store interior, store design, project management and store
maintenance,” says European Sales Director in New Store Europe,
Stephan Brübach.
In the long run, proper and overall management of a redesign
process or a new store interior is profitable in spite of the
investment. If you want to be environmentally friendly you must
Project Management
Project management generally concerns comprehensive
building projects with construction work and
cooperation with architects. For the customer this
entails one single contact point, a Key Account
Manager, who is responsible for all matters related to
the project. Often this involves applying for the right
approvals from the building authorities as well as
dealing with heating, electricity and air-conditioning.
The customers appreciate our experience in dealing with
all the aspects of a bigger store enterprise.
harbour the knowledge of environmental solutions beforehand,
for instance.
New Store Europe’s knowledge of all the four areas also benefits
customers that have the need for services in only one or two of
the areas.
“Our total understanding of the strategy, purchase process,
production aspects and maintenance makes us better retail
advisors in general. You have to be a specialist before you can
become a generalist,” claims Brübach.
Store Maintenance
Maintaining the value of an investment is crucial.
Store interior is an investment that needs to be kept in
good condition both in regards to physical appearance
and concept-wise, making sure that changes follow
the store concept strategy. We offer customers a
regular documented check-up that takes care of both
these issues. We also advise environmentally friendly
options for the reuse of furniture or design elements in
accordance with our Green Initiative.

The brief facts
Photo Mikkel Mortensen/Yellows
New Store Europe Prescribes:
Old Fashioned Medicine
Customer: The pharmacy
Stevns Apotek
Where: Store Heddinge
outside of Copenhagen in
Denmark
Size: 250 sqm
Responsible in New Store
Europe: Frank Bendt-Hansen,
Unitar New Store Europe
Idea: Mixing old and new
Time frame: The planning
started in December 2007,
the installation March 31, the
opening was May 1 2008
Special challenge: Keeping
the atmosphere from 1820
combined with today’s
functionality requirements
////////////////////////////
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Some partners are with you all the way
You need to ensure that the development
and rollout of your store concept occurs
in the most efficient and optimal way.
This requires a hands-on partner who is
qualified to manage the complete store
interior process – every step of the way.
New Store Europe has the experience
and insight to be this partner. Whether
it involves rollout of gas stations or
stores within fashion, books and media,
or the retail trade, we offer high levels
of competence within design, store
interior, project management and store
maintenance.
New Store Europe Czech s.r.o, Netlucka 549/5a, 107 00 Praha 10 – Dubec, Tlph.: +42 0227037297
Unitar New Store Europe A/S, Lillelundsvej 18, Dk-7400 Herning, Tlph.: +45 97220811
New Store Europe, PO Box 17, 129110 Moscow, Tlph.: +7 4959753306
Samuelsons Polska Sp.zo.o., ul Kochanowskiego 49A, PL-01 864 Warszawa, Tlph.: +48 226398700
Samuelsons New Store Europe AB, Laxfiskevägen 4A, SE-433 38 Partille, Tlph.: +46 317083700
Kreftbrübach GmbH, Kasseler Landstrasse 5, D-37213 Witzenhausen, Tlph.: +49 554260060
New Store Europe SIA, Dzelzavas iela 120s, Riga, LV 1021, Tlph.: +37 167592233
New Store Europe Italia s.r.l., Via San Rocco n.86, I-20035 Lissone (MI), Tlph.: +39 039460953
Grøn-Hansen New Store Europe AS, Kveldroveien 19, N-1407 Vinterbro, Tlph.: +47 64973200
Butikkdesign New Store Europe AS, Kveldroveien 19, N-1407 Vinterbro, Tlph.: +47 64973030
New Store Europe Hungary Kft, Budaörsi út 153, HU-1112 Budapest, Tlph.: +36 12021732
Inexterior New Store Europe Oy, Vanha Talvitie 13A, SF-00 580 Helsinki, Tlph.: +35 8207414640
alpenstock New Store Europe S.A., c/Santa Tecla 7, ent 1a, ES-08012 Barcelona, Tlph.: +34 600409072
New Store Europe UK Ltd., Unit B Phase II, The Birches Industrial Estate, Imberhorne Lane, Grindstead,
West Sussex RH19 1XZ, Tlph.: +44 1342317412
www.newstoreeurope.com info@newstoreeurope.com
Headquarter: New Store Europe AS, Kveldroveien 19, N-1407 Vinterbro, Norway Tlph: +47 64 97 76 50