Wound Care, which comprises well-known brands such as Salvequick and Cederroth First Aid, has become an increasingly important category for Orkla. To ensure the necessary attention on this category in the future, Orkla Wound Care will be established as a separate business unit in the Orkla Care business area.
Wound Care has performed well in terms of both top-line growth and profitability improvements, partly through consolidation of production in Spain.
Wound Care is present in most of the grocery chains and pharmacies in the Nordic region, Spain and Poland, as well as selling to a number of other European countries through distributors. In addition to having market leading positions in the Nordics, Wound Care has a strong foothold in Europe. Revenues outside Nordic region account for approximately 60% of total sales.
“The strategy for Wound Care going forward is to grow both organically and through acquisitions. To ensure that there is sufficient focus on this area internally, we have decided that the best solution is to run these operations as a separate unit, although in close collaboration with the other Orkla Care companies,” says Stig Ebert Nilssen, EVP and CEO Orkla Care.
Maria Lundman-Hedberg, SVP and Head of Wound Care, will be the CEO for the unit, and a member of the Orkla Care business area’s management team. Wound Care’s management will be located in Orkla’s offices at Solna, Stockholm.
“I’m very excited about the opportunity to continue to lead Wound Care as a separate unit in Orkla Care. This new organisational structure is important, as it gives us an opportunity to maintain a strong focus on our area. So far we have had a positive development, and we will continue to prioritise strategic initiatives which support profitable sales growth for Orkla Wound Care going forward,” says Maria Lundman-Hedberg.
The Orkla Care business area
As from 25 August 2016, the Orkla Care business area will comprise the six branded consumer goods companies that primarily serve the Nordic region as their home market: Orkla Home & Personal Care (personal care products and detergents), Lilleborg Profesjonell (full-range supplier of hygiene and cleaning solutions to the professional market), Orkla Health (dietary supplements and health products), Orkla Wound Care (wound care and first aid), Pierre Robert Group (socks and underwear) and Orkla House Care (painting tools and cleaning products). The Orkla Care business area has an annual turnover of approximately NOK 6.5 billion and operations in seven countries.