Arne Løvbjerg and Ib Schmidt Hansen established the first Jem & fix DIY and building supplier store in Fredericia in 1988, with inspiration from the success of discount supermarkets like Netto, in the Danish grocery industry. Today, Jem & fix is a part of the Harald Nyborg group, which is owned by Kurt Daell. The company operates on 2 markets, where it has 91 physical stores in Denmark and 16 stores in Sweden. Jem & fix is a B2C retail firm and its core competence is the success of selling cheap products within a wide product range, which contains approximately 8.000 item numbers. In 2013, Jem & fix had a turnover of 1.65 billion DKK. For Jem & fix it has always been the basic idea to avoid all unnecessary costs and to offer the lowest prices, “We are the Netto of DIY and building supplies, and there is no price-match guarantee – we have to lowest prices in the industry, so the price is always right”, says managing director, Svend Pedersen. Jem & fix are very aware of every single adjustment in the industry and adjusts its own prices each week based on its competitors prices. The concept of Jem & fix is to always be at the level of the lowest prices, as Svend Pedersen believes it builds competitive strength, and that is shown by their sharp relation to what happens on the market, and that they are able to make quick decisions. Jem & fix offers extremely low prices within their own private label, branded goods and no-name brands but there’s tough competition from e.g. Bauhaus who’s product range consists of 120.000 item numbers, compared to Jem & fix’s 8.000.
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