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CEO Karin Kruse’s first year: We stand prepared in 2021

The plan had been finalized. Then the pandemic came. During her first year as CEO for the world’s greatest drying cabinet manufacturers, Karin Kruse has been forced to navigate in unpredictable global times and simultaneously needed to adapt herself to a calmer local mentality. Now, Nimo’s CEO has kicked off a number of initiatives in 2021 filled with expansions, digitalization, and continuous work for sustainable textile management.

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This October will see the launch of a new generation of Swedish-made drying cabinets that have more capacity and more efficient drying technology than previous generations. Nimo has already booked a number of orders for the two latest models – Sensor Dryer and Easy Dryer – from both Swedish and international customers. “We see great […]

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Estonia discovers Swedish drying cabinets

Kadri Freiberg, sales director at Profiseadmete OÜ, Nimo’s distributor in Estonia. The international sales initiative that began last year under Nimo’s own brand gave immediate results. During the year, the company’s sales representative in Estonia – Profiseadmete OÜ – sold more than 450 drying cabinets. “The sales increase is primarily due to the attention Nimo’s […]

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CEO Karin Kruse’s first year: We stand prepared in 2021

The plan had been finalized. Then the pandemic came. During her first year as CEO for the world’s greatest drying cabinet manufacturers, Karin Kruse has been forced to navigate in unpredictable global times and simultaneously needed to adapt herself to a calmer local mentality. Now, Nimo’s CEO has kicked off a number of initiatives in 2021 filled with expansions, digitalization, and continuous work for sustainable textile management.

Everything was ready for implementation. The plan for 2020 was constructed, planned, and in some cases revised. The CEO instructions given by the board were fulfilled. It was time for the newly appointed, and recently relocated, CEO of the world’s greatest drying cabinet manufacturer to start implementing her vision.

Then came March.

With the announcement of a global pandemic, Karin Kruse was forced to rethink, re-do and act under circumstances beyond her control. All during her employment that was barely a ”Q1” old.

“Of course, the circumstances were special. We had just specified goals and courses of action to take and felt that we were on the right track. And then we just had to tear everything up,” she says.

Instead of working through the established six points list, the management had to focus on navigating a market of uncertainty.

“Of course, there existed a concern. Both through a health perspective as well as through a corporate viewpoint. How would this virus affect us? Would deliveries be on time? Would entire markets be forced to close? But, luckily, we managed through it all so far. Despite increased capacity, we now have orders for maximum production. We have retained all employees and despite the circumstances, it has been a successful year.”

With approximately nine months passing since WHO declared a pandemic, Karin Kruse can still look back on a year and a half that has been fraught with successful investments, challenges, and 2020 filled with continuous growth.

After initiating the start of the year by giving thanks to the departing CEO Timo Taiminen, Karin Kruse could focus on launching already instigated projects.

At the end of February, for example, a three-year-long work process could finally be closed when an entirely new production line could be inaugurated which increased the production capacity by 35%. Simultaneously, the demand for Nimo’s products continued rising.

With a background within marketing, production- and concept development, the new CEO of Nimo had visions of lifting the company’s products further and simultaneously conveying the added value of the drying cabinet.

“Where Timo is amazing in the technical area, I have been more focused on the market and tried to communicate the drying cabinet through a sustainable perspective.”

Hence, throughout the year she has chosen to introduce a digital strategy to be able to meet the future needs and ways of working. Together with a heightened presence in social media, and traditional advertising, the company has continued strengthening their position and establishing themselves in markets, as, for instance, China. The juridical protection for the brand is up-to-date and Karin has at the same time methodically been working to further establish Nimo’s brand, and also the message of the drying cabinet’s energy efficiency and gentle options for textile drying. Moreover, she has together with Hova IF, managed to introduce Hova’s newest landmark in the form of Nimohallen – Sweden’s newest arena fully dedicated to padel.

“Time has passed quickly due to plenty of projects that have succeeded each other. I believe in Nimo and the knowledge that exists here is amazing. It has been extremely fun to work with all these experts that we have in the organization. Both on the blue-collar and the white-collar side.”

After 35 years in Stockholm, the homecoming to Skaraborg has been both emotional but also a readjustment to a rhythm with a specific mentality.

“There is another type of humility and inclusion here compared to the larger cities. For me, this has been healthy. At the same time, I have been able to contribute at a higher pace where there has existed a need for every meeting to have a purpose. Skaraborg is somehow home and therefore it is amazing that Nimo still is up and running here in Hova.”

Half way into 2021 Karin Kruse looks forward to a year of continuous success with a lot of activities in the pipeline. Among other things, a continued and heightened presence on several Asian markets, implementation of digital strategies, and the work with the drying cabinet as a sustainable alternative await them.

“I have repeated times said that I believe in the drying cabinet. And with a focus on sustainability and textile care, Nimo definitely represents the future.”

 

Karin Kruse about:

2020: 

“A special year, of course. It has been a year of insights but also a year where Nimo as a firm and the drying cabinet as a product managed well”.

The Nimo Hall (Nimohallen):

“It has become a great upliftment for Hova, and for us at Nimo, padel has become something to gather around for”.

2021: 

“It is with humility and caution that we proceed in 2021. We stand firm, well equipped, and I am still learning a great deal from everyone here”.