Just a few months prior to Kjell Group’s listing, the one thing that no one wanted to happen happened – the CEO resigned. Thanks to a bold Board, an experienced successor and proactive communication, the listing was successfully completed despite this, with strong support from investors and the media.
Kjell & Company offers its customers the chance to fully benefit from modern technology. Since it was founded 30 years ago, the Group has grown profitably each year and is now Sweden’s leading company in electronic accessories, with robust growth in Norway and Denmark, 2.7 million members and the most satisfied customers in the market.
The founding family, together with principal owner FSN decided at the start of 2021 to invite others to take part in their growth journey, and engaged Comir to assist with financial communication. Our close relationships with the financial market and preference for value-driven, well-run companies was a perfect match with Kjell & Company’s entrepreneurial management, employees and owners. But it all began with a challenge.
In the middle of the listing process, a change of CEO took place, which usually means that the listing cannot be completed. Andreas Rylander, who had worked in the Group for his entire professional life and had previously been acting CEO, was offered the position. Following a few days of talks with investors, it became clear that this anonymous figure in finance circles had something special that almost always guarantees success: Andreas Rylander understood the operations down to the smallest detail, was uncomplicated and told it like it is. Sometimes there is a notion among advisers in the finance market that people should act in a certain way, say things in a certain way and refine their messages in detail. We think the opposite; base everything on the business and personality, and be yourself and tell it like it is. This breeds confidence from professional investors.
We chose an active communication strategy instead of attempting to hide the change of CEO, published a detailed press release, offered interviews with the CEO and investment banks booked as many investor meeting as possible. Our approach and Andreas Rylander’s down-to-earth personality and knowledge of Kjell & Company generated confidence and most probably contributed to the positive media coverage. The listing was a success with considerable interest from institutional investors and the general public.
“It is absolutely fantastic to have Johan as an adviser, I know that he always works in our best interest and has great knowledge of the financial market. His guidance creates value for us.”
Andreas Rylander, CEO