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1. Characterization of the company Jem & Fix 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
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