Nibe Stoves is the market leader in wood heating products in Europe. The range includes i.a. wood burning stoves, cassettes and brick fireplaces. Through acquisitions, Nibe's range of brands had become too wide and included Contura, Cronspisen and Handöl and more, as well as a partially overlapping product range. In order to be able to focus on both product development and marketing work in the long term, a merger of one or more brands in the brand portfolio was considered, however with as little loss of image and market share as possible in the short term. In short, the question was how retailers and consumers would act in different consolidation scenarios.
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