Digital strategy development

Headquartered in Stockholm, Nobia is Europe’s largest kitchen group owning fifteen well known brands including Magnet and Sigdal. It operates across the entire value chain from developing, manufacturing and sales. Every week, they manufacture more than 140,000 cabinets. Nobia is listed on the Swedish Stockmarket and has approximately 6,300 employees and net sales of about SEK 13 billion (£1.1 billion).


Following a major restructure within the digital team, Nobia’s CFO and Head of Digital engaged Door to review the company’s digital strategy. The central digital team handles all aspects of digital for the local business units which operate in 7 countries across Europe and Scandinavia. This includes online presence (web, mobile), in store digital experience, social media, SEO and traffic optimisation.


Today digital strategy is integral to your business strategy. So rather than seeing the engagement purely through the optics of a UI/UX review, the opportunity was to look at how the digital team was delivering on the needs of the local business units.

In-depth stakeholder interviews across the organisation, data analysis and a tour of stores led to over 60 recommendations and ideas. The existing digital strategy was augmented with 4 new pillars which were presented to Nobia’s board.

During this phase, the need to review the digital roadmap was identified along with the opportunity to help the central team get closer to the commercial strategy of the local business units. A ‘strategy’ tour with the Head of Digital and the CXO was conducted to meet with the local leadership, franchise owners, store colleagues and view stores across 6 countries.


The strategy tour catalysed new dialogue and understanding between the local BU’s and the central digital team which led to new initiatives to improve online conversion and a completely new digital roadmap for the group. The Head of Digital was able to secure mandate and funding to increase the size of the central team in view of digital and design’s growing significance for Nobia’s future.

Key Activities:

  • Digital strategy development
  • Digital roadmap review and creation 
  • Enhancing the New Product Development Process for digital 

“Door was brought in to give an outside perspective and analysis to a revised digital strategy. Within a matter of weeks we had connected dots and created business impact - Door helped us leverage digital to address a fundamental challenge with the sales teams and make measurable progress. Door’s assignment included a strategic tour of the brands, which lead to a revised digital roadmap and complete review of the central digital organization. They quickly built trust in the business by listening at all levels and being curious, insightful and direct in their communications and recommendations.”

Penny Malm

Head of Digital at Nobia