Artikel/article
Kaffe
InWear
Cream
Matinique
Like beads on a string – ready to grow and
Summary
expand. With DK Company’s latest acqui-
sitions of the four IC Companys brands
Soaked in Luxury, InWear, Part Two and
Matinique, the Danish fashion group now
numbers 18 international fashion brands.
The many brands are to strengthen the
string and make it more exciting – both individually and together.
- Our ambition is to become European market
leader within the mid range of fashion. Up until now, there has been a small gap between
our more expensive brands, Karen by Simonsen and Gestuz and our mid range brands.
Our four new brands will fill this gap. Instead
of cannibalizing our own brands we expand
our presence in the mid-range segment, says
Jens Obel, CSO in DK Company.
For DK Company’s customers this means
that there are now even more possibilities
to complement the range in the stores and
the retail chains. Jens Obel also estimates
that DK Company’s expanded brand portfolio and strengthened profile make the am-
bition of supplying the partnership stores
with up to 60 pct. of the total product range
realistic – and even desirable.
- It is now possible for all our customers to
supplement their brand range with new,
high profile and well-established brands
that will be a strong match to the current
DK Company brands in the stores. That
makes us a total supplier and a perfect
partner, says the CSO.
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Being multi-located in Ikast, Vejle and Co-
penhagen in Denmark makes it possible to
attract the best people in the Danish fashion world.
Jens Obel is looking forward to presenting
International positioning
DK Company’s values implemented in the
new brands:
- We are currently implementing our values
and bringing customers in the centre of our
new brands. Our approach to partnerships
with our customers has played an enormous part in the successful DK Company
expansion and will definitely be an important factor in developing the new brands.
When it comes to the development of DK
Company’s own retail stores, the new
brand puts our international efforts into
further positive perspectives:
- Our focus is on growth as wholesalers as
well as in our own stores across Europe.
Up until now, the new brands have focused
on the Scandinavian market, but together
with the remaining part of our brand portfolio, they will strengthen our position on
the international markets, says Obel.
The acquisition of the men’s wear brand Mat-
Men’s segment success
inique gives perspectives on enhancing the
DK Company men’s wear segment, which has
become a great success in just a few years.
- Matinique is the perfect match for our
other two brands. It makes us an even bet-
ICHI
ter supplier, says COO Kasper Philipsen, DK
Company.
The classic Matinique brand with its formal, stylish and trendy details will from
now on make up DK Company’s men’s wear
fashion together with Blend – the international jeans and sporty brand – and Casual
Friday, which is fashion for the Blend guy
when he needs to get dressed up, go out or
start at his first job – without becoming too
classic and formal.
In the latest 20 years, Blend has manifested
itself as one of Europe’s large suppliers of
men’s fashion. Aside from complementing
one another in their design and collections,
Kasper Philipsen notes that DK Company’s
men’s fashion acquisition yield some potential in terms of market synergies.
DK Company sees one shared European
characteristic:
- If you, as supplier, are trustworthy and be-
have properly, the men’s fashion market is
filled with extremely loyal customers. That
opens up for strong partnerships. That is
also why DK Company’s core values, where
the customer and the product are in focus,
are of great importance. We listen to our
customers, sales people and the agents and
use their market insight to create commercial collections. That results in loyal customers, says Kasper Philipsen.
www.dkcompany.com