modebranchen.NU NU International June 2019 | Page 45
“We weren’t actually looking to take on
more brands, but I saw that ADIA had
something to offer in terms of design and
a target group that was different from the
other brands in our portfolio”
CEO Claus Bentzen
ADIA
With its purchase of the two Danish brands ADIA and
ELINETTE, the brand portfolio of Pardon Clothing A/S is
now complete, says CEO Claus Bentzen.
ADIA (NEW)
APRICO
BY HELLE MATHIESEN
CHALOU
CHOISE
ELINETTE (NEW)
PONT NEUF
SEMPRE PIÚ
PARDON.EU
PARTY CLOTHES IN THE MIX
Earlier this year, Pardon Clothing A/S also
acquired the ELINETTE brand after the
bankruptcy of Womens Wear Group.
- The ELINETTE brand is well known, its par-
ty clothes are attractive, and it has develo-
ped a nice NOS program with basic items.
The brand has a fine platform of reliable
customers and a good fit, and it is produ-
ced in a very high standard in Europe, says
the CEO of Pardon, adding that ELINETTE is
an obvious supplement to Pardon’s existing
product portfolio.
ELINETTE is a normal size brand, while
ADIA is plus size.
- ELINETTE is doing very well in the Nordic
countries, and we are prepared to scale the
brand to more markets, ends a busy Claus
Bentzen ahead of the upcoming interna-
tional trade show season.
A
When the opportunity to purchase plus size
brand ADIA presented itself after the bank-
ruptcy of B&C Textiles, Pardon Clothing A/S
CEO Claus Bentzen didn’t hesitate.
- We weren’t actually looking to take on more
brands, but I saw that ADIA had something
to offer in terms of design and a target group
that was different from the other brands in
our portfolio. The style is more youthful and
fresher than our other brands, so the invest-
ment makes a lot of sense for us, says Claus
Bentzen.
B&C Textiles went bankrupt because of an
uncertain situation created by Brexit. ADIA
wasn’t very significant in England, but the
company’s other two brands were. Rather,
ADIA is more focused on the Scandinavian
and Dutch markets. It is also slowly starting
in Germany where we’ll be able to apply our
market knowledge and perhaps open doors to
stores we’re already doing business with, says
Bentzen.
BRANDS FROM
PARDON CLOTHING A/S
THE PUZZLE