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About the SCA Split 2.2017 A MAGAZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS Essity born out of necessities and essentials Focus on Hygiene health and well-being SCA Home sweet home Forest Products moves back to Sundsvall INTERVIEW HE KNOWS HOW TO BUILD A BRAND SEPARATE WAYS All about the SCA split Shape is a magazine from SCA primarily geared toward customers, shareholders and analysts, but also for journalists, opinion leaders and others interested in SCA’s business and development. Publisher Printer Joséphine Edwall- Stibo Björklund Address Managing Editor SCA, Group Splitting the apple in two can unlock dormant value in the business units. Page 32 Gabriella Ekelund Communications, Editorial Box 200, Anna Gullers, 101 23 Stockholm, Helena Åkesson, Sweden. Appelberg Telephone Design +46 8 7885100 Kristin Päeva, Fax +46 8 6788130 Cecilia Farkas, Appelberg Contents: 04. ONE COMPANY BECOMES TWO The SCA Group splits into two separate listed companies: one hygiene and health company, Essity, and one forest products company, SCA. 06. MEET ESSITY’S CEO “The merger The creation of a separate hygiene and health company with BSN provides a means to improve people’s hygiene, health and Medical is well-being. CEO Magnus Groth explains. all about 12. THE IMPORTANCE OF BRANDING The art of branding is all about storytelling, growth and says a leading expert who makes it sound so simple. sales syner- 19. ONE NAME, MANY CRITERIA Cover photo: Ellen Hoverkamp gies.” The search for a name for the new health and hygiene company started with a long wish list. Margaretha Lehmann This issue of SCA Shape is published in Swed- Page 32 ish and English. The contents are printed on 24. MEET THE CEO FOr “NEW” sCA GraphoSilk 90 grams from SCA. Reproduction Forests have been highlighted as part of the solution to only by permission of SCA Group Communi- climate change, and Ulf Larsson understands SCA’s cations. The opinions expressed herein are responsibility as Europe’s largest private forest owner. those of the authors or persons interviewed and do not necessarily reflect the views of the 26. B ACK TO THE RooTS editors or SCA. You can read Shape as a pdf at The “new” forest product company SCA is moving the www.sca.com. headquarters of its forest products business back to Address changes: www.sca.com/subscribe or Sundsvall. The company has come full circle. [email protected] 2 SCA SHAPE 1 2017 “We offer necessi- ties for all people, solutions to people’s basic needs in all stages of life.“ “A necessity Joséphine Edwall-Björklund for more and more people” This edition of Shape is focused on the split of SCA into two separately listed companies: the forest products company SCA and the hygiene and health company Essity. The words from which the name Essity come, essentials and necessities, describe what this new hygiene and health company is about. We offer necessities for all people, solu- tions to people’s basic needs in all stages of life. We do not invent things that custom- ers and consumers do not need and whose benefits are questionable anyway. When we develop new products, expand to new markets or acquire other companies, it’s about making improvements in everyday life – whether it’s baby diapers, toilet paper, incontinence products, wound care, femi- nine care or any of our other products. It also means that we have a strong belief in the future: we offer something that is important and fundamental to more and more people, in line with an aging population and Photo:Kristofer Lönnå Photo:Kristofer better economic conditions. Essity is becoming essential and necessary for more and more of us. JOSÉPHINE EDWALL-BJÖRKLUND Senior Vice President, Group Communications SCA, to be Essity DO YOU KNOW... ...which European country is considering menstrual leave for working women? Find out on page 20. SCA SHAPE 2 2017 3 SCA HISTORY 1929–2017 1929 1995 the Chilean hygiene company PISA (Papeles • SCA is founded through • SCA becomes Europe’s Industriales S.A.). the merger of some 10 leading hygiene products Swedish forest company following 2013 companies. acquisition of the German • SCA becomes a majority company PWA. 1930-1949 shareholder in the Chinese 2001 tissue company Vinda. • Production is focused on • Establishes operations in pulp. • Acquisition of Georgia- India. • Construction of Östrand Pacific Tissue and • Divests its Austrian pulp mill. Tuscarora gives SCA a publication paper mill in strong position in North Laakirchen. 1949 America in away-from- • Relocation of headquar- home tissue and 2014 ters from Stockholm to protective packaging, • Cooperation with the Sundsvall. respectively. Chinese hygiene company 1950 2007 Vinda is strengthened. • Joint venture company • SCA is listed on the • SCA sells its North Asaleo Care is listed. Stockholm Stock American packaging • SCA enters with an Exchange. operations and acquires all-female crew, Team Procter & Gamble’s 1950–1959 SCA, the 2014–15 Volvo European tissue business. Ocean Race. • SCA starts newsprint • Start of SCA’s extensive production and builds a wind power investments 2015 paper machine at Ortviken in cooperation with • Initiate to divide the Group (1958). Norwegian Statkraft. into two divisions: a • Production is confined to 2009 Hygiene division and a Sweden, but exports Forest Products division increase. • SCA acquires Algodonera • Invests in a new Aconcagua, one of the 1960–1974 produc tion facility in largest players in feminine Brazil. • Kraftliner production care in Argentina, through • Increased pulp production starts. its Colombian joint capacity in Sweden. venture company Familia. 1975 • Divests operations in 2010 Southeast Asia, Taiwan • SCA lays the foundation and South Korea for for its hygiene business • SCA acquires Copamex integration with Vinda. through the acquisition of baby diaper business in • Closes down a tissue the Swedish company Mexico and Central production plant in France Mölnlycke. America. and a newsprint machine 1975–1999 2011 in Sweden. • Expansion of publication • SCA acquires the Brazilian 2016 paper operations. hygiene products • SCA acquires Wausau • Acquisition of the Italian company Pro Descart and Paper Corp., a leading packaging company 95 percent of the Turkish North American tissue Italcarta. incontinence care producer. • Establishment of company San Saglik. • Invests in paper produc- operations in Latin • SCA and Pacific Equity tion in Mexico and diaper America. Partners form a joint production in Europe. venture, and SCA acquires 1990 50 percent of the Turkish 2017 • Acquisition of the British hygiene products • SCA acquires BSN company Reedpack makes company Komili. medical, a medical SCA the European leader 2012 solutions company. in transport packaging. • The shareholders of SCA • SCA divests its packaging 1993 decide to split the Group operation to DS Smith (UK). into two companies: the • Relocation of headquar- • Acquires Georgia-Pacific’s forest products company ters from Sundsvall to European tissue SCA and the hygiene and Stockholm. operations, the Asian health company Essity. hygiene company Everbeauty, and the remaining 50 percent of 4 SCA SHAPE 2 2017 Two is better than one SCA splitting into two separate listed companies – Essity and SCA ON APRIL 5, 2017, the Annual activities (paper products produc- General Meeting decided on a dis- tion, personal care, consumer tis- tribution of all shares in the wholly sue, AfH tissue and packaging) and owned subsidiary SCA Hygiene AB, expanded geographically. SCA de- to be Essity, to shareholders of SCA. veloped into a leading global hygiene The company plans to execute the and forest products company. In split in June 2017. The result will be 2016 the hygiene business accounted two separate listed companies: one for approximately 86% of the SCA hygiene and health company, to be Group’s net sales and the forest prod- Essity, and one forest products com- ucts business for approximately 14%. pany, SCA. Over time, the synergies between the In August of 2016 SCA announced operations have diminished. that the company would initiate work “I am pleased that the share- in order to be able to propose to the holders support the Board’s pro- 2017 Annual General Meeting a split posal regarding two separate listed of the SCA Group into two separate companies. This will increase value listed companies: the forest products for shareholders in the long term company SCA and the hygiene and through increased focus, customer health company, to be Essity. Now, value and development opportuni- one year later, we are here. Soon the ties and enables each company to SCA Group will be divided into two successfully realize independent, listed companies. One its strategies. We will be Essity AB, a leading global hy- look forward to giene and health company with head- an exciting future quarters in Stockholm. The other, for the two strong an efficient and well-invested forest listed companies,” products company, keeping the name says Magnus Groth, Magnus Groth SCA, with headquarters in Sundsvall. currently president and CEO of SCA and future president SCA WAS FOUNDED in 1929 as a for- and CEO of the new hygiene and est products company operating in health company Essity. Sweden. Over the years, the com- This edition of Shape is focused on pany expanded into other business the SCA split into two companies. SCA SHAPE 2 2017 5 The split of the group is expected to increase focus, customer value and development opportunities and enable each company to successfully realize its strategies, says Magnus Groth. 6 SCA SHAPE 2 2017 INTERVIEW/ESSITY “ SCA split opens new doors” “The SCA split means an increased focus and the chance to diversify the hygiene and health business into new product groups. The acquisition of BSN medical is a great proof-point to this,” says CEO Magnus Groth. text GÖRAN LIND photo SCA LAST FAll A NEW vision was set: “The Tork XPressnap dispenser, “Dedicated to improving well-being for example, is designed so con- through leading hygiene and health sumers can only take one napkin solutions.” at a time and we guarantee a 25% “With this vision, we looked reduction in napkin consumption,” more broadly at product groups into Groth explains.
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