Rustas idea
Rusta’s business idea is to offer a wide range of functional and stylish home- and leisure products that gives many people great value for money. The range is continuously adjusted to trends and seasons, and the assortment is always interesting to our customers.
The first Rusta store was opened in 1986 by Anders Forsgren and Bengt-Olov Forssell. They are Rusta´s major owners and are both still active in the day-to-day operations. Both Anders and Bengt-Olov have a solid education and background in distribution, marketing and retailing.
Rusta today
In 2011, Rusta´s turnover was 2 326 MSEK (excluding VAT) and in 2012 the turnover is estimated to increase to over 2 600 MSEK (excluding VAT). The 68 stores are spread all over Sweden, from Haparanda in the north to Ystad in the very south and cover all the major cities in Sweden. More than 55 000 customers visit a Rusta store per day. The trend shows that the number of visits and average purchase per customer will continue to increase.
The head office is situated in Upplands Väsby, just north of Stockholm, Sweden. Today Rusta has over 1 100 employees working in the stores, warehouses or offices in Sweden and Asia. Rusta is its own importer and wholesaler, as well as distributor and retailer. The company skip all intermediaries and instead trade directly with the manufacturers. Rusta’s experienced buyers are in direct contact with a large number of producers around the world. This enables Rusta to uphold high quality standards throughout the distribution chain.
1998 Rusta opened up their first office in Asia. Today there are 5 offices employing 60 people who work with purchasing, order processing and quality control.
More than 80% of the products sold in Rusta’s stores are imported from Europe and Asia in large volumes. The products are distributed to the stores through two strategically placed distribution centers in the middle of Sweden. Part of the merchandise is shipped in containers directly to the stores from Rusta's own warehouse in Asia. This is both cost efficient and good for the environment.
Rusta advertise via direct marketing that is mailed out over Sweden every other week. Other channels that Rusta use is TV commercials, print advertising, internet advertising and product placement.
Code of conduct
Rusta use a code of conduct to secure that those who work in factories or at subcontractors have good working conditions, that they not are being denied their basic human rights or suffers physical or psychological harm. The goal is that all suppliers and sub-suppliers, in both Europe and Asia shall adhere to the principles of this code. Our inspectors continuously controls that the suppliers follow the code and may at any time make unannounced visits at companies manufacturing products for Rusta.
|