Fristads

Sales operating model enabling Fristad’s growth strategy

Fristads is a leading Scandinavian workwear manufacturer specializing in professional clothing. The company is part of the Hultafors Group, one of Europe’s largest providers of workwear, footwear, and protective equipment.

To accelerate its growth in Finland, the Fristad’s management decided to streamline sales operations by combining the sales organizations of different brands, including Leijona, Fristads, and Kansas, into a single customer-centric entity. A more scalable common sales model was created for the new organization to expedite recruitment and onboarding. At the same time, primary sales targets, sales messages, and sales processes were clarified and updated. The work was compiled into a common sales playbook. Sales staff and management were involved in building the entity.

Kasvu Partners was chosen as a partner for planning and executing the project.

“I am satisfied. In my view, the most valuable contribution of the cooperation has been the broader internal reflection that has emerged around the project, such as what is done, how it is done, and what is enough, etc. The playbook is a concrete tool to lean on our journey towards our growth targets,” says Mika Väänänen, CEO of Fristads Finland.