Strategy

At Safestore, our aim is to deliver More Space^SM for our customers to store the things that matter most, to generate growth for our shareholders and our team to develop their careers.

Strategy based on capitalising on our market leadership and scale

Our strategy is straightforward. We develop the self-storage product, create specific offers for specific customer segments and use our scale to maximise the yield on our property portfolio.

The Company has four strategic priorities which underpin our strategy. They drive the objectives of every team member, the measures we monitor internally in our balanced scorecard and form part of the criteria against which we assess our investment decisions. The four Safestore strategic priorities are:

1	Strengthen the brand
2	Build a powerful team
3	Drive operational excellence
4	Create value

Over the course of the years ahead we expect progress on our strategic priorities to help us drive occupancy in the mature store portfolio beyond 75% at increasing levels of RevPAF, thereby driving the benefits of operational gearing and enhanced profitability.