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ARTIKEL · ARTICLE
MODEBRANCHEN . · ISSUE NO . 02 2022 · 5 2
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ELTON
new strategy , he is implementing . 33-year-old Peter Broberg Lauridsen joined Pardon Clothing in October 2021 , where he was given the task of renewing Elton with increased growth in mind . The brand should be closer to the market and the current fashion trend . - We want to develop the Elton styles in a more modern direction . The clothing items are produced in high-end materials in dressy silhouettes and with a strong eye for design details . Elton is sold at prices that match the market and are attractive to customers . Both retailers and consumers get value-for-money when they choose Elton , states the committed brand & sales manager . He knows about life on both sides of the counter , as he has several years of experience from both wholesale and retail . Peter Broberg Lauridsen originally took a bachelor ’ s degree from Via University College in Branding Marketing Management . He characterizes Elton ’ s team as a good stew consisting of many different competencies . - I have added something new to the company and the brand . I work both creatively and detail-oriented and have a flair for sales , customers and marketing . But the stew would not work without ingredients from the other team members in the form of talent , long experience and know-how . This applies to , among others , Elton ’ s designer Lisa Brandt , who since 1988 has drawn the lines for Elton ’ s new designs , and our talented constructing designer , Maud Søby , he emphasizes . - In the renewal process , it is crucial to understand the needs of both the retailer and the end
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consumer and to translate their wishes into a result that creates success , says Peter Broberg Lauridsen , who suddenly disappears like a whirlwind out the showroom door . A few minutes later , he reappears with a range of Elton items hanging over his arm - examples of how Elton ’ s design has changed . - Now look at this jacket ! Here we have an expression that is similar to designs from one of the big fashion houses , but we have worked a bit with the construction and added a little more length . On the back you see these three cuts , which give a feminine silhouette . The material is chosen to add comfort . Just feel it , Peter Broberg Lauridsen says . Sales are in full focus - both in Denmark and in the nearby export markets . - We cannot define our target group from age any more . In my optics , all women want to dress modern and smart . There may be some design elements that require extra attention due to the mature female body , but the look must be on trend . We supply everything from lovely dresses , beautiful blouses in pretty prints to rather classic trousers , skirts and blazers . In addition , we have a good niche in the Shirtmaker by Elton label - here we develop perfect basic shirts , which are indispensable in any wardrobe . The shirts come in exclusive qualities in classic colours and prints – this category is always in stock . In addition , Shirtmaker by Elton presents new styles in the current season ’ s colours and trends , says Peter Broberg Lauridsen , who looks very much forward to presenting the new Elton collection for Spring / Summer 2023 . |
Danish knit brand under the wings of Pardon Clothing A / S Tidligere på året blev Lind Strik en del af Pardon Clothing A / S . Stifter og designer Karin Lind vil fortsat stå i spidsen for produktudvikling og salg . - LIND er et solidt dansk strikbrand med fokus på gode kvaliteter , skarpe detaljer , god pasform og flot finish . Vi producerer strik i organic cotton , merino-uld og cashmere , siger Karin Lind , der fremhæver designet som unikt og stilrent . Hun tilføjer : - Hos LIND gør vi os umage . Med udgangspunkt i mange års erfaring skaber vi kollektioner i dansk design , der forhandles hos specialbutikker . Vi præsenterer fire kollektioner årligt og tilbyder levering 4-6 uger frem i tiden og leveringer på længere sigt . - Jeg etablerede mit hjertebarn i 2009 , og LIND er mit livsværk , hvilket kan både ses og mærkes på mine produkter . Jeg går gerne den ekstra mil , der skal til . Der er personlighed bag en LIND strik , design og kvalitet skal være noget særligt - noget , der bliver lagt mærke til , og det gælder fortsat i det nye set-up , lover Karin Lind .
Earlier this year , Lind Strik became part of Pardon Clothing A / S . Founder and designer Karin Lind will continue to lead product development and sales . - LIND is a Danish knitwear brand with a focus on good qualities , sharp details , good fit and a nice finish . We produce knitwear in organic cotton , merino wool and cashmere , says Karin Lind , who characterizes the design as unique and stylish . She adds : - At LIND , we make an extra effort . Based on many years of experience , we create four collections a year with a typically Danish design expression .
LIND
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