modebranchen.NU NU International June 2019 | Page 37

UNCOMPROMISING QUALITY Morten Svenninggaard explains that Lofina’s segmented retail strategy has to do with the family’s decision to continue production in Italy and maintain their focus on slightly more ex- pensive, high-quality soft leather. - Lofina’s prices reflect the quality-focused ap- proach to all parts of the value chain - from the choice of fabric via the look and comfort- focused design to production, quality control, logistics and sales. Since we control all parts of the chain, we can meet most retailers’ require- ments when it comes to product assortment. We have extremely low minimum purchase amounts requirements, and it’s possible for retailers to select quantities, sizes and colours. Some Japa- nese retailers, for instance, only buy sizes 35-38, because those are the sizes that fit most Japa- nese customers, says Morten Svenninggaard. - We are a family that never compromises on quality, and we stay true to our passion. That’s the love story of the company and the private lives of the people behind it, says the founder. C RF from outside Denmark. Our customers are typi- cally independent speciality shops – which is an excellent fit for the Lofina brand. We go to great lengths to uphold Lofina’s unique profile and the “soul” of the brand, says Sisse Svenninggaard, who is in charge of Lofina’s finances, but regu- larly attends the trade shows as well. LOFINA KEY WORDS FOR SPRING/SUMMER 2020 Burned pastel colours Cork combinations Black and white Stamped leather Chunky soles Twisted wedges Futuristic ballerina laces Adjustable buckles A