To help us become an even better partner for our customers and suppliers, we implemented a cluster structure to our markets in 2024. We scaled the capabilities of countries within a cluster with the aim of improving our support to customers within that cluster. Here, each cluster reflects on the past year and provides an update on how they contributed to empowering customers and partners, ranging from new products and partnerships to participation at events.
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Nordics
Customers as well as Original Equipment Manufacturers (OEMs) in all industries struggled due to the economic conditions in 2024. Adding to the challenges for the agriculture industry, the first half of the year was the wettest ever seen, with ground frost lasting until early April in some Nordic countries. Against this backdrop, Kramp Nordics used 2024 to lay the groundwork for a prosperous future for its partners and itself. The cluster strengthened its local teams and further improved collaboration in all four countries over the course of the year.
One major accomplishment was the phase-out of Maykers in Denmark and creating a single-market approach that offers customer-friendly services. Pockets of growth in the agriculture industry were identified in various countries, leading to Kramp Sweden achieving 9.5% growth across the board, for example. With a continued focus on exploring these and other growth opportunities together with partners, the Nordic Cluster is positioned for strong performance in 2025.
Central Eastern Europe (CEE)
Despite the market complexities, including ongoing slow dynamics in the OEM sector, the CEE Cluster made a solid contribution to Kramp’s overall success in 2024 thanks to growing its business and strengthening its market position. The efficient and targeted ways of working facilitated by the new cluster setup enabled the CEE Cluster to make significant progress on its journey towards simplicity and speed. For example, the Operations teams provided flawless, reliable warehousing and delivery performance to local customers, as reflected in positive Net Promoter Score (NPS) results of 62, well above the target of 50.
The cluster worked together with dealers to help more shops transition to the Powered by Kramp retail concept by opening over 100 stores. This drove growth in the agriculture and forest & landscaping industries. Another highlight in 2024 was Kramp’s debut at the Bata Agro exhibition in Bulgaria in May, where over 200 people visited the stand.
DACH
Challenging market circumstances notwithstanding, the DACH Cluster looks back on a year of great progress. The competencies of three successful countries – Germany, Austria and Switzerland – and teams were successfully combined into one ‘DACH’ while keeping the local knowledge and spirit alive for the customers and partners.
Additionally, certain key roles in Operations and Sales were filled to further develop the competencies in the cluster, and therefore also the business result. The new way of working was adopted quickly. This enabled many of the planned strategies to be implemented, focused on serving customers better with a broader assortment, such as the significant expansion in the range of tractor parts.
By learning from each other, and creating new ideas and synergies, the DACH Cluster is looking forward to continuing to have a positive impact and achieving growth in various industries in 2025.
South West Europe (SWE)
To better serve forest & landscaping customers in multiple countries, the SWE Cluster launched several new product categories in 2024. This was supported by a strategic focus on specific customer types, markets and product categories, such as power solutions like hydraulics & transmission parts for forest & landscaping. This strategy led to exceptional growth through effective end-to-end implementation.
In 2024, the cluster invested in technology aimed at improving each customer’s experience, regardless of the communication channel they choose. This facilitates a smoother omnichannel experience and faster access to Kramp’s expertise.
Additionally, the SWE Cluster participated in several major trade fairs, including EIMA in Italy, FIMA in Spain, LAMMA in the UK, and FTMTA in Ireland. These events highlighted Kramp’s ‘one-stop shopping’ concept and extensive product portfolio. They also helped to increase awareness of the Kramp Private Label among farmers.
Thanks to the dedication of the highly engaged team and the strength of collaboration across countries, with Group support enabling scaled execution at the local level, the SWE Cluster achieved solid and on-target growth of 8% in 2024.
Benelux
Expanding the assortment for the small earth-moving industry in 2024 not only helped the Benelux Cluster to better serve its steadily growing customer base in that industry but also contributed to accelerated growth. As a result, the cluster was able to face the economic headwinds, in particular the challenges presented by the difficult market conditions in the OEM sector. Despite pricing pressures, the Benelux Cluster grew volumes by responding well to customer needs, achieving solid growth of 2.2%.
One highlight in 2024 was the kick-off of the execution of the first phase of the Masterplan, or the multi-year warehouse expansion project in Varsseveld. By investing in the warehouse facility and upgrading the operational systems, Kramp is expanding its capacity to meet customers’ needs even faster and better and is also creating better working conditions for its employees.
Expanding the assortment for the small-earth moving industry in 2024 not only helped the Benelux Cluster to better serve its steadily growing customer base in that industry but also contributed to accelerated growth. As a result, the cluster was able to face the economic headwinds, in particular the challenges presented by the difficult market conditions in the OEM sector. Despite pricing pressures, the Benelux Cluster grew volumes by responding well to customer needs, achieving solid growth of 2.2%.
