Article
NÜ DUO WITH AMBITIOUS GROWTH PLAN
Rene T . Jensen entered as CEO of the company at the turn of the year . The direction is clear and the growth plans are ambitious . The creative director , who has been part of NÜ ’ s 20-year-long journey , is responsible for the Danish brand ’ s recognizable design signature .
BY HELLE MATHIESEN
In 1997 , Jannie and Lars Schacksen established NÜ , and from the very beginning , Jannie has been head of the design development . Jannie Schacksen still carries the title as head of design , and in addition to that , she is chairman of the board and owns one third of the company . Co-founder Lars Schacksen also owns one third of the company and serves as a member of the board . After the couple split up , Lars Schacksen has left day-to-day management and the role as CEO . Since December 2016 , he has been responsible for the distribution of NÜ in the American market . The new CEO , René T . Jensen joined NÜ in December 2016 as head of sales . Only a month into his new job , he was appointed CEO , and on top of that he owns the last third of NÜ A / S . - Our partnership with Lars works really well . He is an active member of the board and continues to develop the company on a strategic level . With his many years of experience with NÜ , I also use him as a sparring partner , says René T . Jensen , who joined NÜ after many years in the fashion industry .
The signature is intact When it comes to style , NÜ has stayed true to its design DNA over the years . The bohemian style , however , has become a little less romantic and a little rawer . - The target audience is the same ; women aged 30 + who aren ’ t afraid to stand out . NÜ has gained a little more edge over the years , and rawer details have been added to the designs . NÜ has its very own style independent of the ever-changing fashion trends , and I believe that it ’ s more important than ever to stay true to your brand ’ s signature and be true to yourself as a company , says Jannie Schacksen . She adds that the rather distinct style signature is an active choice : - My personal style shines through every season . And our designs are definitely meant for a niche segment , which , for example , means that pang colours will never be part of our collections no matter what current trends dictate . The changing fashion colours are interpreted as mellow tones that fit into NÜ ’ s look , says Jannie Schacksen , who quietly announced to the NU magazine – on a visit to headquarter in Randers - that the Spring / Summer 2018 collection will feature no less than three inspiring themes . The new themes are presented at this season ’ s fairs at CIFF in Copenhagen , at Panorama in Berlin and on a range of other fairs in Europe .
Serious growth ambitions René T . Jensen has high hopes and ambitions for NÜ . - The strategy is to preserve the design DNA , which is quite unique due to its international appeal and clear references to Danish design . The spirit of the brand is special as well . Our culture is inspiring and we have a very special , positive atmosphere in the workplace . “ Work happy ” is definitely an expression we can relate to , says René T . Jensen . NÜ is one of the Danish fashion brands , which has done particularly well in its export markets – especially in Germany .
- We are present in more than 20 markets , either through agents or distributors , and more than 80 percent of our sales are generated outside our home market . We continue focusing on Europe and especially on our largest market , Germany , in which the ambition is to double sales in the next three years . Also , southern European markets are in focus . The strategy is to generate growth from existing markets . Concurrent with our developments , new markets are in the pipeline , says René T . Jensen . Jannie Shacksen adds : - We get a high amount of inquiries from new agents and distributors , who are eager to carry our brand . I believe the strong demand is due to the combination of our good design and the high level of service we provide to our customers . We only face one challenge with our high level of service , which our internal sales department offers : The risk of cavities ! Especially the German customers are so satisfied and happy that they often send us sweets and chocolate in return for a good buying experience , Jannie Shacksen says with a big smile . - I ’ m sure that our foreign customers are more than satisfied that we speak their language . Our back office is fluent in German , English and speak several Eastern European languages as well , says René T . Jensen and adds that the high praise is a result of the company ’ s solution-orientated and positive employees . Buyers can meet the NÜ team at Panorama in Berlin .
26 | ISSUE NO 02 JUNE 2017 | MODEBRANCHEN .