Puuilo – Adelis Equity

About Puuilo

Puuilo is a DIY focused discount retailer in Finland. Its strong competitiveness is based on everyday low prices, a superior cost structure and a uniquely broad assortment in its focus product categories.

The Journey

Goal to build an infrastructure that enables concept to grow at its full potential Key Highlights:

Renewed entire IT infrastructure (ERP, PMS, online store, etc)
Significantly strengthened management team (in cooperation with founding family)
Doubled new store opening pace from 2 to 4 per year
Like-for-like growth of roughly 10% per year
26% topline organic CAGR and 5x organic growth in EBITA 2015-20
Successful IPO on Nasdaq Helsinki main list in June 2021

”Given our strong understanding of market dynamics we were able to identify this low-end disruptor in the rapidly changing retail landscape. Together with the management team, the founding family, and the Board we set out to build a business infrastructure that would not constrain the company’s potential for explosive growth. Not only has Puuilo been among the fastest growing retailers in the world during our ownership, but it has also remained highly profitable while growing. This is a testament of Puuilo’s unique business model that we believe will allow it to continue to prosper as a public company.”

Rasmus Molander