Södra’s business area for interior wood products, Gapro, is changing name to Södra Interiör. This completes the Södra family with a business area that is directly targeted at the consumer market.

Gapro, which produces flooring, panelling, glued joints and pine and hardwood posts, is market leader in Scandinavia in its main segment. In conjunction with the name change to Södra Interiör, which is to take place at year-end, Södra is making a major investment in hardwood products for the consumer market.

“Consumer products are an important part of the value added in the Södra group. We believe that further developing the Södra brand while also positioning our investment in hardwood is a promising combination,” said Södra President and CEO, Leif Brodén.

Södra Interiör will launch a number of hardwood-based interior products in 2010, including solid flooring in oak, ash, birch and alder, along with birch posts and trellis-work.

“Next year Södra Interiör is expected to have revenue of some SEK 1.3 billion. We have seen a steady increase in revenue in recent years at the same time as we have increased the breadth of the product range. We have become increasingly aware of the importance of and need for building a stronger brand,” said Gapro President, Håkan Svensson.

SOURCE: Sodra Interior

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