Puuilo - The newest player in the discount store market

IKH’s revenue decline has softened. Grafton’s CEO sees significant recovery potential in Finland.

In Finland, IKH’s average daily like-for-like revenue decreased by 6.4 per cent in the Period, reflecting continued weak market conditions albeit the decline has eased significantly in comparison with the period from May through to August.

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In my opinion, Puuilo has succeeded exceptionally well in its marketing. It certainly resonates with its own customer base, even if it doesn’t please everyone. So, this wasn’t meant as criticism for you.

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Puuilo’s social media content isn’t apparently funny enough, when an outsider comes to mess around with their own content:

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OP anticipates that Q3 revenue has grown by almost 17% (y/y) and adjusted EBITA has increased by 14% year-on-year, and speculates that a positive profit warning would be issued in the form of raising the lower end of the earnings guidance.

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Puuilo to Open a New Store in Lentola, Kangasala in Autumn 2026

Puuilo continues its growth and will open a new store in Lentola, Kangasala in autumn 2026.The store will be located on Mäkirinteentie, in the premises of the current Pirkan kirpputorikeskus (Pirkan Flea Market Center), next to Tokmanni.

According to Puuilo’s CEO Juha Saarela, Puuilo has been looking for a suitable business location in Kangasala for a long time: “As a developing area, Kangasala is an excellent addition to our growing store network. We are very pleased that we found a business space that suits us perfectly in a good location.”

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Here are my thoughts before Puuilo’s results tomorrow. Especially in focus is the like-for-like growth of existing stores, which in Q2 took a bit of a hit from a decline in average transaction value and perhaps also from an exceptionally weak market.

P.S. I am now officially back at my desk.

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Annu von Weymarn Appointed Interim CFO of Puuilo

PUUILO PLC, STOCK EXCHANGE RELEASE, 10 December 2025 at 8:25 a.m.

Annu von Weymarn has been appointed as Puuilo’s interim Chief Financial Officer and a member of the management team starting from 1 January 2026. Von Weymarn has worked at Puuilo since 2019 and serves as the company’s Head of Financial Controlling. The company’s current CFO, Ville Ranta, will move to another company, as announced in October. Ranta will leave his current position on 31 December 2025. The search for his successor is underway.

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Puuilo Oyj: Business Review Q3 2025: Strong Autumn – Growth Continues According to Strategy

PUUILO OYJ, BUSINESS REVIEW, 10.12.2025 AT 8:30 AM

Key figures Q3/2025

  • Revenue grew by 13.7% (+10.8%) and was EUR 116.2 million (102.2)

  • Like-for-like store sales grew by 2.2% (-0.4%)

  • Online store sales decreased by 1.2% (-0.8%)

  • Gross profit was EUR 44.9 million (38.9) and gross margin was 38.6% (38.0%)

  • Adjusted EBITA was EUR 21.9 million (19.7), a growth of 11.2%, adjusted EBITA margin was 18.8% (19.2%)

  • Operating profit was EUR 21.4 million (19.3), which corresponded to 18.4% of revenue (18.8%)

  • Operating free cash flow was EUR 12.7 million (10.0)

  • Earnings per share was EUR 0.19 (0.17)

  • No new stores were opened in the third quarter (one new store)

Outlook for the financial year 2025

Puuilo refines its outlook for the financial year 2025, which it provided in its financial statement release on March 27, 2025, and reiterated in its Q1 business review on June 10, 2025, and its half-year report on September 11, 2025.

The company forecasts its revenue for the financial year 2025 to be EUR 430–450 million and its adjusted EBITA to be EUR 72–79 million. Previously, the company forecasted revenue to be EUR 425–455 million and adjusted EBITA to be EUR 70–80 million.

The earnings refinement is based on the development of the first three quarters and the outlook for the last quarter.

The outlook for the financial year includes uncertainties related to changes in purchasing power and consumer behavior. Additionally, geopolitical crises and international tensions may affect product availability and prices.

Puuilo’s CEO Juha Saarela: Greetings to the Christmas table!

Puuilo’s autumn went well. In August–October (Q3), our revenue grew by 13.7% and like-for-like by 2.2%. Customer numbers grew even stronger than these figures; customer numbers increased by a total of 16.0% across all stores and by 4.6% like-for-like. The average purchase decreased by 2.0% compared to the corresponding period last year. We see several reasons for the decrease in average purchase, the most important of which is the continued consumer caution. However, the concept works, and we are gaining market share.

In Q3, we reported adjusted EBITA of EUR 21.9 million, which was 18.8% (19.2%) of revenue. Relative profitability decreased mainly due to the increase in personnel expenses. The increase in personnel expenses was due, among other things, to the general increase in accordance with the collective agreement that came into force in August. Adjusted EBITA grew by 11.2% compared to Q3 last year. The gross margin rose to 38.6% and was 0.6 percentage points higher than last year. The main driver for the increase in gross margin was Puuilo’s private label strategy, where the number of products sold under our own brands is constantly growing and increasing the gross margin.

Q3 was an interim quarter for new store openings, and we did not open any new stores. The total for new stores for the entire financial year will be seven. The Iisalmi store was opened at the beginning of the fourth quarter, and we will open another store in Heinola during the rest of the financial year.

Next year also looks quite excellent for new store openings. We have so far announced new stores in Hollola, Espoo Espoonlahti, Lahti Holma, and Kangasala for the financial year 2026. If all goes as planned, next year could be a new record year for us in terms of the number of store openings.

Macroeconomic conditions in the near future remain difficult to predict, and the expected return to stronger growth in the Finnish economy has been continuously pushed forward. Weakened consumer purchasing power continues to moderately affect the average basket size, although we have adapted to the situation. In this operating environment, the most important thing for us is the continuous growth in customer traffic, which reflects Puuilo’s strong customer value proposition.

As we announced in October, our CFO Ville Ranta will leave Puuilo at the end of 2025 to join another company. I want to warmly thank Ville for his contribution to the successful implementation of the company’s strategy and wish him success in his future challenges. Furthermore, with this positive business review, I want to wish all our owners, customers, and the entire company’s personnel a Merry Christmas!

English conference call and Finnish webcast

CEO Juha Saarela and CFO Ville Ranta will present the report on the publication date to analysts, investors, and the media in English at 10:00 AM and in Finnish at 11:30 AM.

The English conference call can be followed at https://puuilo.videosync.fi/2025-q3-results. Asking questions requires participation in the conference call. To participate in the conference call, please register via the link https://player.videosync.fi/puuilo/2025-q3-results/dial-in. After registering, you will receive a phone number and conference ID to join the conference. If you wish to ask questions, dial *5 on your phone to join the queue.

The Finnish webcast can be accessed at https://puuilo.events.inderes.com/q3-2025. During the event, it is possible to ask questions via the chat function.

Recordings of both events will be available later the same day on Puuilo’s investor pages at https://www.investors.puuilo.fi/fi/sijoittajat/raportit_ja_esitykset.

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It seems to have fallen short of every line of analysts’ expectations, even though the performance is strong.

One might well wonder why discount stores are consistently so poor in e-commerce.

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With a quick glance, it went pretty much according to Inderes’ forecasts:

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Looks excellent again to my eye. Compared to forecasts, and if I looked correctly, the margin improved from the last one. So the often-feared squeeze from discount stores is not visible in Puuilo’s performance! Let’s hope that the future looks the same and that they also succeed in Sweden :+1:

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I, on the other hand, thought that we hit Inderes’ forecasts quite well, and revenue even exceeded them (I give less weight to other parties’ forecasts as I don’t know what all the “consensus” has included). Profitability, of course, now falls short of forecasts simply because it’s a Finnish company, so such a small shortfall was more of a forecast beat for me :grinning_face:.

And what does some online store matter if business is excellent in brick-and-mortar stores with good profitability? I, for one, don’t want to order anything and then have to return it if it’s not suitable; I’d rather go and buy it in person :smiling_face_with_three_hearts:.

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Well, probably because it’s the fastest-growing consumption method, and if you don’t develop in that area, competitors will take those sales.

Kärkkäinen is, of course, a poor comparison due to its sparse store network, but its online store accounts for about a third of its sales. For many discount stores, it’s like the sales of one store.

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I believe that in Puuilo’s case, part of the problem is that most of the goods sold are things that are needed “right now,” such as bolts and nuts, which drives customers to brick-and-mortar stores to get them, instead of being able to wait three days for the post office to deliver them.

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Here’s a first look at the results before the earnings reports:

Analysts’ growth expectations for Q4 need a slight adjustment, at least based on the initial review of the report. We’ll see what happens to the forecasts for future years at the end of the day.

In the online store, it seems that high-priced consumer goods are the biggest bottleneck, as they are sold significantly more there than in physical stores.

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Puuilo’s share price even made headlines in Iltalehti:

The same newspaper has, of course, also shown broader interest in the share price movements of discount stores.

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I would buy more if it wasn’t already in my portfolio with a reasonable weight. Not everything needs to grow crazily all the time, and analysts’ talk is mostly useless as a rule. One must look at the business itself and whether it has vitality. Buffett also didn’t rush with these things; instead, he looks beyond one quarter. Of course, competition has tightened and the average purchase has decreased, but the concept is good, and if it performs well in a low-growth environment, then everything is okay.

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Impressive figures from Puuilo, however, the market situation is genuinely challenging.

When the company achieves such results during a downturn, what can be expected when the economy has tailwinds?

I personally visit Puuilo weekly; there are always plenty of customers, and finding a parking spot is often difficult.

The price perception is affordable, but there are indeed products that are very expensive; the exorbitant profit margin must come from somewhere.

This is a top company on par with Harvia; a small dip in the share price doesn’t matter.

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The market seemed to have predicted a positive surprise for Puuilo, which resulted in a negative share price reaction.

I personally don’t see any business weakness in the big picture. Feel free to challenge.

I wouldn’t be worried about the decline in online sales. In @Arttu_Heikura’s interview, this was justified, for example, by the fact that stores have opened in smaller localities, which has enabled direct store visits. And as stated, there is often an immediate need for the product.

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