modebranchen.NU buyer's magazine NU no 4 July/August 2020 | Page 52

ARTIKEL · ARTICLE
at mærkerne har forskellige målgrupper.
Begge mærker tilbyder i øvrigt et tæt samarbejde
med detaillisten gennem etablering af
shop-in-shops og partnerskabsaftaler.
- Vi anerkender med navneskiftet, at den
modne kvinde efterspørger navnet Brandtex.
Vi lytter til markedet og opdaterer de
to universer, hvilket også betyder, at de to
brands i mange tilfælde vil henvende sig til
forskellige typer butikker. På den måde bliver
BTX Group mere relevant for en større
del af markedet, fastslår Jesper Ingø.
85 ÅRS FØDSELSDAG
Ud over Brandtex og B.Copenhagen/B.Coast-
line står den 85 år gamle tøjkoncern BTX
Group bag de tre brands Signature, Jensen
og CISO.
Oprindeligt begyndte den danske tekstilvirksomhed
under yderst beskedne kår, da
Anna og Aage Petersen i 1935 etablerede
sig i Anna Petersens fars gamle vandmølle i
Brande. Senere udviklede virksomheden sig
til et dansk erhvervs- og eksporteventyr, og
BTX Group bevarede koncernnavnet Brandtex
helt indtil april 2006.
I dag er BTX Group en international modekoncern
med fem brands og afsætning over
det meste af Europa. Hovedsædet ligger
MODEBRANCHEN. · ISSUE NO 04 · 2020 · 5 2
fortsat i Brande.
Indkøbere kan se de opdaterede universer
fra alle fem brands i det store showroom i
Bella Center i København.
BTX Group opfordrer kunder til på forhånd at
booke en aftale, og dørene er åbne alle dage
under Order Days i CIFF Showrooms den
2.-14. august 2020.
SUMMARY
B.Classic becomes Brandtex and is renewed
as its own brand. With the Brandtex name,
BTX Group wants to focus on an audience
of mature women who value quality, timeless
fashion, feminine elegance, and good
fit.
The Brandtex name was never completely
gone but was somewhat de-emphasized
in the concepts B.Classic Brandtex,
B.Copenhagen Brandtex, and B.Coastline
Brandtex.
From the Spring/Summer 2021 collections,
B.Classic Brandtex will become Brandtex,
BRANDTEX
while B.Copenhagen Brandtex will drop
“Brandtex” to become B.Copenhagen. Similarly
with B.Coastline, which will now be a
sub-brand under B.Copenhagen.
Sales director Jesper Ingø explains the thinking
behind the new names:
- Our sales figures show that B.Classic
Brandtex is primarily sold to the “classical
Brandtex woman”. In other words, the brand
is bought by the modern consumer who
wants fashion in a classic and timeless
style with good fit - and who associates the
well-known Brandtex brand with positive values.
So our Brandtex clothing doesn’t need
any other names than just “Brandtex”. We’re
simplifying our communication, says Jesper
Ingø, Sales Director Global. He adds that
B.Copenhagen and sub-brand B.Coastline
are aimed at the fashion-conscious woman
who loves the city and the nature.
- With the name change, we’re recognizing
the demand for Brandtex from mature
women. The two brands Brandtex and
B.Copenhagen/B.Coastline will often be interesting
for different types of retail stores.
So in that way, BTX Group will be more relevant
to a larger section of the market, asserts
Jesper Ingø.
Besides Brandtex and B.Copenhagen/B.
Coastline, the 85-year-old clothing company
BTX Group is also behind the brands Signature,
Jensen, and CISO. Today, BTX Group
is an international fashion enterprise with
sales across most of Europe.