
Martela 2023 CEO’s review Operating environment Financial statements Governance
Operating environment
Economic growth in the Nordic countries was modest in 2023, which also meant
Martela’s customers were cautious about making purchasing decisions.
High interest rates and weakened international
demand are expected to maintain uncertainty in
2024. On the other hand, the upward pressure on
prices and challenges in the availability of raw ma-
terials caused by the war in Ukraine have eased
and the economic outlook is expected to improve
in the second half of the year.
Market uncertainty combined with the changes
in the way people work also create new demand
for Martela’s change services. Workspaces are be-
ing adapted to meet the needs of multi-location
hybrid work and customers are focusing on mak-
ing them attractive.
Our products have also attracted interest in
the export market. Martela’s quality and service
are appreciated beyond Finland, and we believe
our exports will continue to grow in the future.
By developing our digital services, we are further
improving our services and laying the foundations
for future growth.
Multi-location work and a focus on
sustainability are driving the indus-
try’s development
The work ecosystem has expanded and many
people work from home and in co-working spaces
for part of the week. Both individuals and compa-
nies are still seeking the right balance between re-
mote working and office work. Many organisations
are considering smaller premises, and the need for
space is assessed not only in terms of savings but
also in terms of sustainability.
As the surface area of offices decreases, the
importance of quality increases. The key criteria
for an office are good location, functionality, ad-
aptability and comfort. A homelike feel is an im-
portant requirement for all workplaces. Work re-
quiring concentration, teamwork and spontaneous
meetings all require their own spaces.
Considering and enabling the circular econo-
my are increasingly important purchasing crite-
ria when designing working and learning envi-
ronments. At Martela, sustainability has been an
important consideration for decades and since
the 2010s, when our new strategy was implement-
ed, our entire business model has been based on
workplace lifecycle thinking. We take sustainabil-
ity into account at every stage, and the circular
economy plays an important role.
We comply with the continuously evolving acts
and regulations that are related to sustainability in
all our operations. We have also defined specific
management principles to guide our corporate re-
sponsibility work and our Code of Conduct is our
most important guideline. In 2023, we focused on
developing the sustainability competence of our
employees and our customers and the other stake-
holders in our value chain.
The need for flexible solutions has grown signif-
icantly as the way we work has changed. This need
has also boosted the growth of our Workplace as
a Service (WaaS) model. There is no correspond-
ing, equally comprehensive service available on
the market. The WaaS model is an effortless way
for customers to ensure that their workspace is
responsible and up-to-date, without the need for
large one-off investments.
Used and refurbished furniture has become a
natural part of the furnishing of working and learn-
ing environments. More and more organisations
are realising the value of their existing furniture,
either for their own use or for the use of others.
Our Martela Outlet chain meets this need and re-
furbishes and recycles furniture for the next users.
Martela Outlet is one of the largest refurbished
and recycled furniture chains in Finland.
Organisations value good customer
experience
In our industry, a growing share of purchasing is
done through digital channels. We continued to de-
velop our services and opened a new online store
for our Finnish customers at the end of the year.
The online store will be further developed and ex-
tended to more customer segments in 2024.
In numerous customer encounters, we have
supported organisations in finding flexible and
sustainable solutions for multi-location working.
Our commitment to customer experience was re-
warded when we achieved the top ranking in the
industry for the ninth time in a row in the TEP sur-
vey conducted by Taloustutkimus!
Our industry will continue to change, and 2024
should see the release of the pent-up need to make
changes to offices. The way we work has changed,
so we need to look at workplaces with fresh eyes.
Those who listen carefully to their customers and
offer them solutions that take flexibility and sus-
tainability into account will succeed in meeting
this need.
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MARTELA ANNUAL REPORT 2023