The most customer-centric player in our field

Ambu is a company of great potential. In the last six years, we have doubled the business, and we are leading the single-use endoscopy market – a high-growth market supported by an increased focus on patient safety, workflow and efficiency benefits and rapid technology advancements.

Over the past years we have invested in building a solid platform to grow from. We have expanded our portfolio to bring a complete offering of solutions within all four large endoscopy areas – pulmonology, urology, ear-nose-throat and gastroenterology. We have deepened our customer relations and expanded our direct commercial organisation. And we have strengthened our supply chain by expanding our capacity and proximity to customers with our new manufacturing plant in Mexico. 

To fully deliver on our promises and create strong value for our customers, employees and shareholders alike, we are committing ourselves to the aspiration of being the most customer-centric in our field.

To meet our aspiration, we are launching our new strategy:


Our strategy centers on four strategic zoom areas: Zoom in on meeting true customer needs, zoom in on executing efficiently, zoom in on sustainability and zoom in on our people and culture – all together, we will ZOOM IN, to deliver strong and profitable growth.

With this strategy, we will deliver value to our stakeholders and return to strong profitable growth. With focus and execution excellence, we aspire to deliver long-term sustainable double-digit revenue growth with continuously upward trending EBIT margins to industry levels.

We believe this is achievable in a large and growing market, where we lead and expand our portfolio to increase single-use penetration. We will be able to drive scale advantages, and we have a strong plan with a clear transformation focus.