In 2016, HTH’s sub-brand, “Gør Det Selv HTH” (“Do It Yourself HTH”), was Denmark’s third best-selling kitchen brand. Research indicated that the DIY-concept offered HTH a great opportunity to further reinforce the company’s market position and increase sales by utilising the strength of the corporate brand. To unlock potential and fulfil its vision, HTH realised there was a need to create an entirely new brand proposition. The solution was the new brand HTH GO and the concept “Mere dig. Mindre pris” (More you. Less money).