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Max Noble Column · The Laws of Business Power ·

The debt collector who fell behind on his own promise

Intrum spent two years telling the market it would grow. On Friday it said this year will be smaller than last. Nobody has broken a law. That is the uncomfortable part.

Johan Åkerblom · Intrum

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Today’s edition · · Edition 10

The Morning Brief

Risers

No company on the board gained strength since the last edition. These three hold the strongest hands.

Fallers

My verdict

In my view, the shoppers came back. Most buyers came for the parts.

The line to use today

A promise built on one price has nowhere to go when costs rise.

The full Morning Brief

The Morning Brief. Monday and Thursday at 05:00: three risers, three fallers, and my verdict. Free.

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The Max Noble Integrity Score

CEOs’ promises, kept and broken, updated daily.

🇸🇪 Sweden · Debt collectionIntrum100IntegrityAndrés RubioAndrés RubioPresident and CEO, 2023–2025, IntrumPromisedGrowth in collection fees, each year to 2026about +10% a year13 September 2023
🇩🇰 Denmark · IT servicesColumbus100IntegritySøren Krogh KnudsenSøren Krogh KnudsenCEO & President, ColumbusPromisedProfit margin, 20268–10%12 March 2026
🇩🇰 Denmark · Transport and logisticsDSV100IntegrityJens H. LundJens H. LundGroup CEO, DSVPromisedSchenker savings, 2026DKK 4bn+4 February 2026
🇩🇰 Denmark · Prosthetics and orthoticsEmbla100IntegritySveinn SölvasonSveinn SölvasonPresident & CEO, Embla MedicalPromisedSales growth, 20265–8%3 February 2026
🇺🇸 United States · AirlinesDelta100IntegrityEd BastianEd BastianCEO, Delta Air LinesPromisedProfit per share, 2026$6.50–7.5013 January 2026
🇮🇹 Italy · Luxury carsFerrari100IntegrityBVBenedetto VignaCEO, 2021–, FerrariPromisedsales and profit by 2026≤EUR 6.7bn; EUR 2.5–2.7bn16 June 2022
🇩🇰 Denmark · Wind turbinesVestas100IntegrityHAHenrik AndersenGroup President & CEO, 2019–, VestasPromisedsales and profit margin in 2025EUR 18–20bn; 4–7%5 February 2025
🇩🇰 Denmark · Medical devicesAmbu100IntegrityBJBritt Meelby JensenCEO, 2022–, AmbuPromisedhow much sales grew in 2024/2510–13%; 12–14%4 November 2024
🇩🇰 Denmark · Medical devicesColoplast100IntegrityKVKristian VillumsenCEO, 2018–2025, ColoplastPromisedhow much profit it keeps from each krone of sales>30% margin; 7–9% growth30 September 2020
🇩🇰 Denmark · BiosolutionsNovonesis100IntegrityEBEster BaigetPresident & CEO, 2024–, NovonesisPromisedhow much sales grew in 20245–7%; ~35%21 March 2024
🇩🇰 Denmark · JewelleryPandora100IntegrityALAlexander LacikCEO, 2019–2026, PandoraPromisedhow much sales grew in 20246–9%; ~25%7 February 2024
🇺🇸 United States · PharmaceuticalsPfizer100IntegrityABAlbert BourlaChairman and CEO, 2019–, PfizerPromisedhow much yearly cost it would cut≥$4.0bn13 December 2023
🇺🇸 United States · Media & entertainmentThe Walt Disney Company100IntegrityRIRobert A. IgerCEO (returned November 2022), The Walt Disney CompanyPromisedwhether streaming made moneyprofit (>$0)7 February 2024
🇺🇸 United States · RestaurantsStarbucks100IntegrityHSHoward Schultzinterim CEO, 2022–2023, StarbucksPromisedhow much sales grew each year10–12% a year13 September 2022
🇺🇸 United States · AutomotiveFord Motor100IntegrityJFJim FarleyCEO, 2020–, Ford MotorPromisedhow much profit it keeps from each dollar of sales8%26 May 2021
🇺🇸 United States · AutomotiveGeneral Motors100IntegrityMBMary BarraCEO, 2014–, General MotorsPromisedhow many electric cars it would build400,00025 April 2023
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🇫🇷 France · Department store, ParisBBHV Marais95MeterBBHV MaraisDepartment store, ParisWarningMax Noble Meter95 of 100In its 170th year, the store opposite Paris City Hall stays open while a judge decides. Read the story↗︎
South Africa · SugarTongaat Hulett95MeterPeter StaudePeter StaudeFormer CEO (2002–2018), Tongaat HulettWarningMax Noble Meter95 of 100Its shareholders voted down a rescue plan in 2024, and the exchange now says no value is expected for them. Read the story↗︎
🇩🇪 Germany · Home batteriessonnen95MeterFTFriedrich TrautweinManaging Director, sonnenWarningSales, 2024 vs 2023−70%Two months after Shell sold it, it went to court because it could not pay its bills. Read the story↗︎
🇰🇷 South Korea · HypermarketsHomeplus95MeterCho Joo-yeonCho Joo-yeonCo-CEO, HomeplusWarningSales, 2025 vs 2024−17%Korea's big supermarket chain is being sold, store by store. Read the story↗︎
🇩🇪 Germany · Department storesGaleria95MeterTHTilo HellenbockCOO and Managing Director, GaleriaWarningMax Noble Meter95 of 100Germany's department stores. Their fourth trip to bankruptcy court in six years. Read the story↗︎
🇫🇷 France · Discount shopsGiFi95MeterPPPatrick PuyChair of the Management Board, GiFiWarningSales, 2025 vs 2024−17%513 shops, about three months of cash, and a judge who decides. Read the story↗︎
🇧🇷 Brazil · Home store chainCasas Bahia95MeterRenato Horta FranklinRenato Horta FranklinCEO, Casas BahiaWarningProfit/loss, 2025 vs 2024−186%Brazil's favourite home store asks the people it owes for one more chance. Read the story↗︎
🇬🇧 United Kingdom · WaterThames Water80MeterChris WestonChris WestonCEO, Thames WaterWarningDebt, 2025/26 vs 2024/25+10%16 million Londoners need its water. Its lenders hold the key. Read the story↗︎
🇨🇦 Canada · Germany · Pulp and timberMercer88MeterJuan Carlos BuenoJuan Carlos BuenoPresident & CEO, MercerWarningSales, 2025 vs 2024−9%It skipped a $26 million interest payment. The clock is ticking. Read the story↗︎
🇬🇧 United Kingdom · Discount shopsPoundland95MeterPoundlandPoundlandDiscount shopsWarningMax Noble Meter95 of 100Its managing director says no acceptable offer for the whole business was found, though several retailers made formal offers. Read the story↗︎
🇳🇱 Netherlands · Plastic from plantsAvantium70MeterTom van AkenTom van AkenCEO, AvantiumWarningSales, 2025 vs 2024−31%Plastic made from plants. Now it must raise €55 million. Read the story↗︎
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NEWSFriday 30 October 2026· Today’s episode

The day’s risers and fallers, read from their own filings. Every fact with a source. Read it, listen or watch, in about five minutes.

Today’s story: Poundland

TodayWhy could Poundland go bankrupt while buyers line up for its shops?
The answer, at the end of this programme.
Good morning.
It's Friday, the 30th of October.
This is The Max Noble Podcast, the weekly edition.
Business news from the companies on Max Noble's warning list, and his column.
Every fact has a source.
On today's programme: 2 new filings, from Poundland and BHV Marais, the latest on Thames Water and Casas Bahia and Mercer International, and the story of Poundland.
BreakingFirst, our top story.
A notice to appoint administrators has been filed for Poundland.
On Thursday afternoon a notice reached the High Court in London, giving Poundland ten working days of protection from the people it owes.
On Thursday 29 October, early in the afternoon, a notice of intention to appoint administrators was filed for Poundland at the High Court.
Reported by Reuters on 29 October, and the same day by RTÉ, ITV and The Guardian.
All shops remain open and trading as normal, the company says.
No administrators had been appointed at the time of writing, early on 30 October.
AlixPartners is reported as the proposed administrator.
Reports differ on whether the directors or the owner filed the notice.
Max Noble's view. Poundland says every shop is open as normal. The next ten working days decide how many open at Christmas.
Also in court this week.
BHV Marais, the Paris department store, has asked a court for a rescue.
In its 170th year, the store opposite Paris City Hall asked a French commercial court on Tuesday for a redressement judiciaire, a court-led rescue.
On Tuesday 27 October, the head of BHV Marais told Le Figaro that the store was going to court.
Confirmed by its management to Le Figaro and AFP on 27 October, and reported the same day by Reuters, FashionNetwork and Sortiraparis.
The store stays open, the company says.
No court had ruled at the time of writing.
AFP named the commercial court in Lyon; Sortiraparis reported a hearing in Paris on Friday 30 October.
DevelopmentsThis week on the list.
Thames Water, the water and sewage group.
Thames Water has not filed.
Its creditors were due to vote on 29 October on £2.4bn more emergency money; no result was public early on 30 October.
On the Max Noble Meter, Thames Water moves up from 75 to 80, into warning.
S&P cut its rating to CCC-, with a negative outlook, on 27 October.
In Max Noble's view, the vote decides its next year, and the result is not yet public.
Max Noble is watching the result of the creditor vote.
Also on the list, Casas Bahia, the home appliance and furniture shops group.
A São Paulo court let its court-led rescue go ahead on 21 October.
It wants to renegotiate about R$17bn of debt.
Brazil's best-known home store chain asked for a court-led rescue in August.
The court has now let it begin, which is not yet approval of a plan.
Max Noble is watching whether creditors back its rescue plan.
Also on the list, Mercer International, the pulp and wood products group.
Mercer International has not filed.
It did not pay about $25.8m of interest due on 1 October, and its 30-day grace period ends about 31 October, by Max Noble's count.
TokenPost reports it may pursue Chapter 11.
Missing an interest payment is one of the clearest warning signs there is.
Its auditors’ doubt about whether it can carry on has also been reported, and the next days show whether talks end in a deal.
Max Noble is watching whether a deal with noteholders, or a Chapter 11 filing, comes as the grace period ends.
The listThe rest of the list, in brief.
Internationally, sonnen, at 95: in a court process.
GiFi, at 95: in a court process.
Galeria, at 95: in a court process.
Homeplus, at 95: in a court process.
Tongaat Hulett, at 95: in a court process.
In Denmark, Autismetilbuddet Haslev ApS, at 100: declared bankrupt.
HAMMEL Møbler af 2009 A/S, at 100: declared bankrupt.
Hamiconsult, at 100: declared bankrupt.
The storyAnd finally, today's story.
Poundland.
Thursday afternoon… London.
A notice reaches the High Court.
Poundland now has ten working days… protected from the people it owes.
Picture Steve Smith… at a market stall in Bilston.
That one-price idea… became a name every Briton knows.
This autumn… its bosses said sales were rising.
Then the owner turned down an offer for the whole chain.
Rivals, reports say… want the pieces.
Poundland always sold things… one small piece at a time.
Now it may be sold… the same way.
A buyer for the whole… could still save it.
So. Why could Poundland go bankrupt while buyers line up for its shops?
Max Noble's answer. The shoppers came back. Most buyers came for the parts.
Is your company worth more to a buyer… in pieces… than whole?
Take the Power Test… at maxnoble.com.
The lawFrom the book.
Law number 21.
Sell the Service Before the Box Gets Cheap.
Wildpoldsried, 2010.
In a village in the Allgäu, two men founded a company to store the sun in a box.
By 2016 its customers could share their spare solar power with one another.
In 2019 Shell bought the whole company.
At home, though, it still lived mostly on selling boxes.
Then Asian makers learned to build the box for less.
In 2024 its German company’s sales fell from about €264 million to about €78 million.
On 22 October 2026 it filed an insolvency application.
That same day, its American arm, built on power-plant services, said its sales had roughly doubled.
A box that earns once is, financially speaking, a beautifully engineered doorstop.
Sell the service before the box gets cheap.
From the book.
Law number 22.
Take the Small Slice While It Still Exists.
Johannesburg, July 2022.
For seventy years, shares in Tongaat Hulett, South Africa’s biggest sugar maker, had changed hands on the exchange.
Then the annual results did not arrive, and trading stopped.
That October the company entered business rescue.
In January 2024 its creditors backed a plan that turned their debt into shares, leaving the old owners about 2.7%.
In August 2024 the owners voted the share issue down.
The plan moved to its second option, a sale of the businesses.
On 12 October 2026 the exchange said the shares would be removed, and that no value was expected for shareholders.
Two point seven percent looks small until you set it next to nothing.
Take the small slice while it still exists.
From the book.
Law number 23.
Guard the Brands That Bring the Crowds.
Paris, the early 1850s.
A young man named Xavier Ruel sold goods from carts, and he chose the spot near City Hall because it paid best.
By 1856 he had a shop on the rue de Rivoli.
For 170 years, the great brands came to his store.
On 1 October 2025, its owner announced a permanent Shein store.
That month, Dior and Guerlain stopped selling there.
By May 2026, small brands were taking the store to court over unpaid bills.
On 27 October 2026, in its 170th year, BHV asked a court for a rescue.
A department store sells borrowed names.
Without them, it is a very handsome car park.
Guard the brands that bring the crowds.
This week's questions for your company, from the Power Test.
Law No. IIIMax Noble's question. Do you earn most of your money from a product a rival could make cheaper?
Law No. IIIMax Noble's question. If lenders offered your owners a small share to save the company, would they refuse?
Law No. IIIMax Noble's question. Have you made a big move this year without asking the partners your customers come for?
Take the test in two minutes at maxnoble.com slash test. The full chapters are in the book, at maxnoble.com slash book.
CloseThat's The Max Noble Podcast, the weekly edition.
Understand business.
Better.
The full list, the column, and every source, at maxnoble.com.
The Max Noble Meter is Max Noble's opinion of how close a company is to bankruptcy.
It is not investment advice.
This narration is an AI voice.
Back on Monday, at six.
— Max NobleThe full case, with every source, is one click away.
Read the 5-minute story
AI voice · Max Noble News DeskPoundland−90 · Filed

Why Poundland is on the list

Its managing director says no acceptable offer for the whole business was found, though several retailers made formal offers. The court notice moved it from 88 to 95; Poundland says every shop is open as normal.

Law No. III

Stand for a Reason, Not a Number

A promise built on one price has nowhere to go when costs rise.

Read the law →

What I am watching at Poundland

Whether administrators are appointed, and whether a buyer takes the chain whole or in parts.

The 5-minute story →
Max Noble
Max NobleLecturer in Strategy, Finance and Innovation · keynotes across Europe and the US
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Max NobleThe Morning Brief

Know before the market does.

Every giant that fell left a paper trail in its own accounts. Most people read it after the fall.

Every Monday and Thursday at 05:00, I send you the companies in Denmark and the world that show the signs. Each one comes with its sources. The list on this page is updated every morning.

Before a company files, if its own documents show the signal, you get a Breaking Brief: the signs, my analysis and my advice.

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This morning Edition 10 · Friday 30 October · 05:00 CET

Max Noble · Morning Brief

A notice to appoint administrators has been filed for Poundland, giving it ten working days to find a deal, while Paris’s BHV Marais waits for a court to rule.

InternationalThe international edition, in English

  1. 1
    PoundlandUnited KingdomRuns about 600 discount shops in the UK and Ireland, where they are called Dealz.Its managing director says no acceptable offer for the whole business was found, though several retailers made formal offers. The court notice moved it from 88 to 95; Poundland says every shop is open as normal.Read the 5-minute story
    −90Filed
  2. 2
    BHV MaraisFranceA department store on the rue de Rivoli in Paris, open since 1856, selling mostly home, DIY and decoration.In its 170th year, the store opposite Paris City Hall stays open while a judge decides. It says its landlord owes it money for space it handed back; the landlord denies owing anything.Read the 5-minute story
    −90Filed
  3. 3
    GiFiFranceSells low-priced decorations, craft supplies and seasonal goods in more than 500 shops across France.A computer change in 2023 disrupted its stock for months, and its banks reportedly would not lend another €50 million. Its shops stay open while the court decides.Read the 5-minute story
    −90Filed

DenmarkThe Danish edition, in Danish

  1. 1
    Autismetilbuddet Haslev ApSDenmarkA Danish company that ran a residential care home in Haslev.A residential care provider in Haslev with 54 employees, register data show. It is the largest new Danish bankruptcy I found since the last edition.
    −100Bankrupt
  2. 2
    HAMMEL Møbler af 2009 A/SDenmarkA Danish company that made furniture.A furniture maker in Hammel, with 61 employees, register data show.
    −100Bankrupt
  3. 3
    CPH SteelDenmarkMade and fitted steel structures for Danish building projects.A few building jobs that went wrong emptied the till. More than 1,300 suppliers were left unpaid.Read the 5-minute story
    −100Bankrupt
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Does your name, or your best-known promise, depend on a price you cannot control?Law III · Stand for a Reason, Not a Number · the case of Poundland
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A teacher of strategy who reads how giants rise and why they fall.

I spent more than ten years at Nokia, including the years it fell. I did not need a case study. I was standing in one. Today I am a Lecturer in Strategy, Finance and Innovation, and I host The Max Noble Podcast, on how giants rise and why they fall. I hold an MSc in Applied Economics and Finance from Copenhagen Business School and a BA in Financial Services from London Guildhall University. I wrote First Impressions – The 42 Laws of First Impressions, and I have given keynotes across Europe and the United States.

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