With the market for medical workwear highly fragmented, Silverfleet identified great potential for sustainable, long-term growth and expansion into new markets, and therefore designed and implemented a successful transformation and internationalisation strategy for the company.
7days gained share in new and existing markets through increased digital marketing effectiveness, brand campaigns and key account management, while the acquisition of Praxis in Denmark facilitated market presence in the wider Nordic region.
We carefully targeted new market segments such as beauty, personal care and physiotherapy, helping the company expand beyond its core customer base (dentist, GP and veterinary). The product portfolio was also broadened to match country-specific customer preferences as well as introduce new products to markets.
Through increased focus on its digital strategy, we increased 7days’ marketing reach through SEO / advertising and implementation of a new product information management system. In addition, a fully integrated multi-channel sales platform was adopted, combining active catalogue marketing with e-commerce, helping to drive strong organic growth.
We also enhanced production flexibility and increased the diversification of sourcing partners, proving to be particularly valuable during Covid-19.