Jula Grand Opening – Taking decades of tradition to the next level

Wolttigroup was responsible for launching the Jula retail chain in Finland. The chain’s rapid expansion has turned event production into an efficient, repeatable operation.

Sometimes a client has a clear vision. In Jula’s case, you could call it a concept – or even a tradition. In such a case, the client needs project expertise, a solid understanding of company culture and business operations, and the ability to create encounters that align with their goals.

Wolttigroup provided all of this for Jula – and of course, a little extra. The Swedish discount retail chain arrived in Finland in 2022, not as the first of its kind, because the market was already highly competitive, with strong domestic players.

Wolttigroup was selected as Jula’s event partner in Finland, taking charge of store openings. The first department store opened in Vaasa in November 2022. With a plan to build a network of around 30 stores across Finland, the openings are best described as a production line.

Sandwich-cake, balloons and speeches are all part of the tradition. Jula is a family-owned company, and all of their 140 stores have been opened with the exact same ceremonies. The opening event is highly standardised. In Sweden, Jula produces these events in-house, but in Finland they wanted an agency that would understand both Jula’s needs and the local market.

The events were planned directly with Jula’s marketing team based in Sweden. Wolttigroup adapted the concept to suit Finnish tastes. The sandwich-cake stayed, but formal speeches were replaced with more relaxed on-stage interviews hosted by a professional presenter, for the first time in Jula’s history.

Both changes were warmly received. The first store’s launch also featured a creative pre-marketing event that brought the new, out-of-town store right into the heart of Vaasa – onto the market square – and into the city’s conversations. The events also incorporated Jula’s partnership with the Finnish Ice Hockey League, featuring appearances by local team players.

“Amazing opening. We have never done anything like this before. We made a statement.”

– Henrik Feltendahl, Local Marketing Manager, Jula

The opening concept includes regional pre-marketing and a “Premier Night” invitation-only event held the evening before the public opening. In addition to boosting sales, one of the key goals of the openings is to grow Jula Club, the company’s customer loyalty programme.

Jula’s entry into the Finnish market has been a success. The commercial objectives have been met, and the client’s feedback says it all: Wolttigroup has taken a decades-old tradition to a whole new level.