Good interview @Thomas_Westerholm, 5/5. For once, there was a bit more substance and emphasis. 
Of course, the recommendation remains at “reduce” and the target price might even drop a bit, but Orthex needs to start reaping the rewards of the long-term work that Alexander emphasizes despite the headwinds.
The Container Store returning as a customer, or an ordering customer, was quite interesting. Apparently, Bed, Bath & Beyond has acquired it, and at least for now, Orthex’s branded products are not found in the BB&B online store. For a moment, I also imagined the potential was huge, until I remembered that BB&B has also suffered from severe financial challenges in recent years and has practically been revived as an e-commerce concept by new owners following a bankruptcy. And The Container Store’s Orthex selection is also very limited, so there is plenty of work to do to secure a larger piece of the pie.