modebranchen.NU NU International Januar 2020 Interior | Page 32

Lauvring to present
NEW ITEMS FOR
TWO SEASONS
Lauvring wants buyers to become
accustomed to both short term and long
term buying. This is why the company
will show new items for Spring/Summer
2020, for Autumn/Winter 2020/21, and
for Christmas 2020 at Formland.
LAUVRING
BY HELLE MATHIESEN
Lauvring, previously I.C. Lauvring, will show
new items for Spring/Summer 2020, for
Autumn/Winter 2020/21, and for Christmas
2020 at Formland.
- We want the interior design industry to
become accustomed to a different struc-
ture when it comes to buying - including
more advance sales. This would give us as
a business with more certainty in respect to
purchases, and buyers would get an earlier
and better overview of the season.
Today, Vildbjerg based Lauvring is part of the
Dalema Group, which acquired the company
in June 2019.
- The Norwegian Dalema Group who inve-
sted in us partly because we are very well
positioned when it comes to the outdoor
category now owns us. Cooperating with a
big player such as Dalema Group provides
us with a strong entry point to the European
market. And we are currently analysing how
to get advantage of more synergies in our
new set-up, says CEO Per Nybo Nielsen, who
has been in charge of the turnaround and
modernization that Lauvring has undergone
since his start in January 2019.
RESULTS ORIENTED AND FOCUSED
- Lauvring is well liked among retailers and
among other things known to provide very
good service. It is probably not wrong to
say that many consider us a conservative
business, but we are working on changing
that impression. The business trend means
we must strive to always be relevant and up
to date, and we must brand ourselves and
our concept in that way. We aim to create
solutions for our customers, and we try to
be a unique business. So far, we have im-
plemented what I would call a “soft update”
including a new logo, a new booth for the
trade fairs, more trend-oriented product
themes, and an IT boost. It is our goal to
sell more b2b online, so our customers can
find all the relevant info and see their orders
on our portal. We will maintain our focus on
personal sales but will supplement it with a
clear and easy online option, says Per Nybo.
Experience Lauvring at stand K8120 at
Formland in Herning.