Table III

Examples of milestone activities in DD Design’s chronological timeline

1992The company is registered
 Sales to the North American market are initiated. The first customers include two large retail chains and an art-museum shop
1994Sales are initiated in Sweden
2000The company opens stores in three Swedish cities
 The first franchise store is opened in a shopping mall in Stockholm
 Shop-in-shops are opened in department stores in Sweden and Finland
 A contract is signed with a distributor in Japan
2002Wholly owned store is opened in North America
 Two new stores are opened in Stockholm (one franchise and one flagship store)
2003The global economic downturn affects markets in Sweden, EU and North America negatively
2005Foreign market sales now account for about 50% of total revenues
2006/2007Several new stores are opened in Sweden, Denmark, Norway and the UK
2009Two franchise stores are opened: one in Germany and one in Sweden
2010New shop-in-shops are opened in Finland
2012The company makes a loss. The reasons are attributed to the economic downturn and low profitability of specific stores
2012/2013A cost-cutting programme of 10m SEK is implemented
2015A new sales division for products for public spaces is started
2017Sales through customers, which focus upon digital sales, have increased from 5% to 40% of the total turnover in five years

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