XXL has since July 2023 worked on implementing its Reset & Rethink strategy in order to improve the profitability of the Company. The Reset & Rethink strategy encompasses the five “Must-Win Battles” Category Reset, Availability, Store Operations, Pricing, and E-Commerce Profitability.
Other initiatives that have been executed and will improve the overall profitability is exiting the unprofitable operation in Austria and Denmark and launching a new customer bonus program. The company will continue its focus on cash management, cost reductions and exploring new ways of working.