When concepts change, the customer base often shifts as well. After Rusta acquired Hong Kong (Honkkari) and the selection pivoted from DIY and outdoor gear to scented candles and curtains, many “blue-collar” shoppers moved over to become Puuilo customers.
Rusta does not report its Finnish subsidiary separately; instead, it is included in “Other Markets” along with Germany and Online. Development in this segment has been modest, so Köpi’s comments about the perpetual success of the Swedes lack a solid foundation. Rusta as a whole does look quite good, and the company justifies the weak performance in other markets by citing the poor economic situation in those countries.