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.
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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
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