Description of primary target group
Family centered
Woman Age 20-55 Small city Important : Snug . Luxurious feel . Right choice . Affordable . Interested in design but not necessarily knowledgeable in decoration . Makes sure to have a cosy home . Likes to make a bargain . Gifts . Interests : Family and friends , garden , baking , DIY projects . Crafts . Shops at : H & M , Nelly , Ellos , Kappahl
The concious
Woman Age 30 – 55 Big city Important : Function . Sustainability . Quality and design . Interested in interior decorating and design and also knowledgeable .
Concious in her choices . Not colourful . Down to earth . Interests : Fashion , food and wine . Shops at : COS , ARKET , Filippa k , Marlene Birger
Close to nature
Woman / Man Age 30 - 55 Big and small cities Important : Function . Quality . Sustainable . Accessible . Interests : Open-air activities , camping , boating , sports
Brand Book 9