Mission Statement, Vision, & Core Values (2026) of Shurgard Self Storage S.A.

Discover how Shurgard Self Storage S.A. (SHUR.BR), Europe's leading self-storage operator, turns a clear mission-to provide secure, convenient storage during life's transitions-into measurable impact: founded in 1995, operating over 340 facilities across seven countries and serving more than 230,000 customers with approximately 1.7 million m² of rentable space, the company concentrates ~93% of its stores in capital and major cities to ensure accessibility and strong demand; its diversified revenue model (unit leasing, insurance referrals, and retail sales) is backed by a decade of expansion-33 new stores opened, 33 redevelopments completed and 71 acquisitions between 31-Dec-2014 and 30-Jun-2024-while a forward-looking vision emphasizes operational excellence, tech-driven innovation, employee engagement, community partnership, and ambitious sustainability targets (Operational Net Zero by 2030 and Material Net Zero by 2040), anchored in core values of Integrity, Customer Focus, Excellence, Innovation, community engagement and sustainability to shape both daily operations and long-term growth.

Shurgard Self Storage S.A. (SHUR.BR) - Intro

• Founded: 1995
• Geographic footprint: Netherlands, France, Sweden, United Kingdom, Belgium, Germany, Denmark
• Facilities: >340 stores
• Customers served: >230,000
• Total rentable area: ~1.7 million m²
• Urban focus: ~93% of stores in capital and major cities

• Provide secure, convenient and accessible storage solutions across Europe's major urban centres.
• Deliver consistent customer service and product availability to meet household and business storage needs.
• Generate sustainable, risk‑adjusted returns through disciplined property development, leasing and ancillary revenue streams.

• Be the first-choice urban storage brand in Europe by density of high-quality locations, digital accessibility and operational excellence.
• Leverage prime urban positioning to capture resilient demand through economic cycles and create long-term value for stakeholders.

• Customer Centricity - easy access, secure facilities, transparent pricing and responsive support for individuals and businesses.
• Urban Focus - prioritise locations in capitals and major cities to maximise demand density and pricing power.
• Operational Discipline - standardised processes, data-driven occupancy and yield management, and efficient property operations.
• Development & Value Creation - active pipeline management through new builds, redevelopments and accretive acquisitions.
• Sustainability & Safety - maintain secure, well-managed facilities that meet regulatory and community expectations.

• Core revenue: leasing of storage units (short- and long-term contracts across customer segments).
• Ancillary revenue: sale of packing materials and moving supplies at store level.
• Insurance referrals and related product offerings increasing per-customer revenue.
• Value-add from development: new store openings, redevelopment of existing assets and targeted acquisitions to grow rentable area and customer base.

• Density-driven approach: with ~93% of stores in capital/major cities, Shurgard targets locations where supply constraints and demand resilience support occupancy and pricing.
• Proven growth engine: between end-2014 and mid-2024 the company opened 33 new stores, completed 33 redevelopments and acquired 71 stores-demonstrating a balanced mix of organic growth and M&A.
• Scale advantages: >340 facilities and ~1.7 million m² enable centralised operations, purchasing efficiencies for retail products and consistent brand experience.

Shurgard Self Storage S.A. (SHUR.BR) - Overview

• Customer focus: welcoming facilities, trained staff, online reservations and digital account management.
• Security: 24/7 CCTV, alarmed units, individualized electronic access control and on‑site staff at key locations.
• Flexibility: unit sizes from lockers to large units, short‑ and long‑term rental contracts, month‑to‑month billing options.
• Transparency: published pricing tiers, move‑in specials, and clear contract terms to reduce churn and disputes.
• Continuous improvement: regular NPS and customer satisfaction surveys guide capital and service investments.

• Secure facilities: investment in surveillance and access systems, resulting in low theft/loss incidents per 10,000 customer‑years.
• Convenience: extended access hours and digital self‑service - measured by growing online bookings and reduced phone queue times.
• Transparency: standardized pricing displays and contract terms; KPI tracking on billing disputes and refund rates.
• Flexibility: a broad unit mix with month‑to‑month terms; tracked by average tenure and churn metrics by market.
• Continuous improvement: quarterly NPS tracking and implementation rate of customer‑suggested enhancements.

Shurgard Self Storage S.A. (SHUR.BR) - Mission Statement

• Deliver best-in-class customer experience through convenient locations, transparent pricing and reliable facility standards.
• Grow the portfolio selectively in high-demand urban and suburban catchments via development and accretive acquisitions.
• Leverage technology to simplify booking, access and operations, increasing occupancy and lowering operating costs.
• Attract and retain talent by investing in training, career paths and a positive workplace culture.
• Act as a responsible corporate citizen through community partnerships, charitable programs and local engagement.

• Strategic footprint growth - focused on city-edge and urban catchments where self-storage demand is highest.
• Operational excellence - standardized facility operations, centralised support functions and KPI-driven site management.
• Digital and physical integration - omnichannel booking, contactless access, dynamic pricing and predictive maintenance.
• People and culture - competitive compensation, continuous learning and metrics-driven engagement.
• Sustainability leadership - quantifiable Net Zero targets and circular-material initiatives across the portfolio.

• Occupancy rate - primary driver of revenue and site-level profitability; tactical campaigns to optimise utilization in seasonality windows.
• Average Revenue per Unit (ARPU) - managed via pricing, unit-mix and upsells to improve per-customer yield.
• Development yield and acquisition IRR - strict investment hurdle rates to ensure accretive portfolio growth.
• Cost-to-serve and G&A efficiency - centralisation and automation to reduce operating ratios and improve margins.

• Operational Net Zero by 2030: reducing scope 1 & 2 emissions through energy efficiency measures, LED retrofits, heat-pump systems and onsite renewable generation.
• Material Net Zero by 2040: sustainable procurement, circular construction materials, waste minimisation and recycling programmes for fit-outs and refurbishments.
• Community engagement: local partnerships, customer-support initiatives and targeted charitable giving aligned with each market's needs.

Shurgard Self Storage S.A. (SHUR.BR): Vision Statement

• Integrity: Transparent reporting, clear lease terms and ethical asset management strengthen stakeholder trust and reduce operational risk.
• Customer Focus: A customer‑centric model-24/7 access options, flexible contract terms and localized service-drives retention and referral performance.
• Excellence: Standardized facility protocols, rigorous maintenance schedules and performance KPIs underpin consistent service quality across markets.
• Innovation: Investment in online booking, contactless access, integrated CRM and pricing analytics increases conversion and average revenue per unit.
• Community Engagement: Local partnerships, charity drives and volunteer programs embed facilities in neighborhoods and enhance brand reputation.
• Sustainability: Targets to reduce energy intensity, deploy LED lighting, pursue rooftop solar and improve waste management reduce operating costs and emissions.

• Digital experience enhancements: streamlined online reservations, dynamic pricing, automated access and mobile account management to raise conversion and reduce operating touchpoints.
• Sustainability investments: LED retrofits, building insulation upgrades and pilot rooftop solar installations to lower energy use per m² and improve ESG metrics.
• Customer assurance programs: standardized cleanliness and security protocols, transparent pricing and localized service training to boost Net Promoter Score and retention.
• Community and brand programs: local partnerships, charity storage days and staff volunteer schemes to strengthen community ties and employee engagement.
• Operational excellence playbook: centralized procurement, predictive maintenance and KPI dashboards to lift margins and asset uptime.