NIBE Stoves is a market leading supplier of fireplaces and stoves in Europe. Its product range includes wood burning stoves, fireplace inserts and tiled stoves.

NIBE Stoves’ range of brands on the Swedish market had expanded through acquisition to include Contura, Cronspisen, Handöl and Roslagsspisen. This meant there were overlapping products in its portfolio.

In order to focus product development and marketing work, a consolidation of one or more brands in the portfolio was considered, but with short-term image and market share loss kept to a minimum. The question was how dealers and consumers would react to various consolidation scenarios.