The fact that some investment forum members cannot find the premium lures or tools they are looking for at Tokmanni does not mean that selling cheaper products to others is bad business. Believe it or not, there is demand for those as well.
It is the company’s own strategic choice whether to profile itself as a discount retailer or a “something for everyone” style department store. One would think everyone understands that the latter would bring massive costs, considering Tokmanni’s extensive store network. From an investor’s perspective, it is extremely essential that they focus on business in line with their chosen strategy, i.e., discount retail. Tokmanni shareholders do not mind that investment forum members buy their Milwaukees elsewhere, as long as the Kraft products are sold to others with a good margin.
The Tokmanni Group’s long-term vision is to become the leading discount retailer in Northern Europe.