NU buyer's magazine, Scandinavian edition jan 21 NU no 2 January/February 2021 | Page 61

GOLD
De tre brands fra Bianco Footwear A / S kan tages i nærmere øjesyn i CIFF showrooms , B4-112 .
Gold : Et eksklusivt brand med et raffineret , feminint og skandinavisk udtryk
Cashott : Stilen er casual-comfy med et råt udtryk
CASHOTT
BIANCO
Bianco : Stilen er kommerciel og stærkt fashion-orienteret

Q / A

WITH
CEO JENS SCHØTT
Lifestyle , which is also behind brands such as House Doctor and Meraki . Besides shoes from Bianco , Woden , Nature , and Cashott , customers will be able to buy the actual furniture in the stores , as well as interior items such as vases , candleholders , home textiles , and lamps . These product groups are from House Doctor , while the elegant bottles with wellness and cleaning products are from Meraki . - It ’ s important to us that we create a cosy and interesting atmosphere , so customers will want to explore our stores . Together with House Doctor , we ’ ve created a dynamic environment that we hope will inspire customers to really take their time when they visit our stores , says Head of Retail in Bianco Footwear , Karina Stokholm . The aim is to roll out the lifestyle concept to other existing Bianco stores if the concept becomes a success in Aarhus and Kolding . Even though customers will experience the same kind of design DNA in all the stores , the interior will change each season just as the shoe selection does currently . As a customer , you will not necessarily see the same brands in every store because of differences in the layout and size of the stores and so on . - The stores won ’ t be conceptual chain stores . Customers who visit the Bianco shop often , will have a new experience on each occasion , sales manager Lotte Brinck explains . At the time of publication , Karina Stokholm says that the first two stores have been received extraordinarily well by customers . The Bianco organisation operates 40 stores in Denmark and Norway . And the first Bianco shop-in-shop was opened in Odense in the autumn of 2020 .
Q | Bianco Footwear A / S står bag mærkerne Bianco , Cashott og Gold . Hvorfor ikke nøjes med et sortiment med egne skobrands plus livsstilsprodukter ? A | De andre skobrands , vi har valgt til butikken – Nature og Woden – har deres helt unikke designudtryk og historie . De eksterne brands konkurrerer ikke med vores egne brands , men supplerer dem og gør dermed butikken som helhed mere attraktiv .
Q | I har ændret i kollektionsstrukturen . Hvordan og hvorfor ? A | Vi har flyttet en stor del af produktionen fra Østen til Europa . Det er for det første sket for at hæve kvaliteten og for det andet for at få kortere ” time-to-market ”. Det gør os mere fleksible og understøtter den nye kollektionsstruktur , hvor vi kører med to årlige hovedkollektioner samt ekspres items . Ekspres-serier sættes i produktion , når vi spotter trends i markedet . Ændringen er sket for at udvikle designs , der rammer mere sikkert i forhold til trenden .
Q | I har lanceret en ny BtB-platform . Hvorfor ? A | Vi har udviklet et virtuelt showroom , som kan vise billeder i 360 grader - altså hele universer . Indkøberne har rost os for det . De synes , det er et fint værktøj , når der skal disponeres og suppleres . Det virtuelle showroom kommer til at supplere vores fysiske showroom i Bella Center , så det fungerer både fysisk og online .
Q | Bianco Footwear A / S owns the brands Bianco , Cashott , and Gold . Why not just sell your own shoe brands plus lifestyle products in the shop ? A | The other shoe brands we have chosen for the store - Nature and Woden - have their own unique design language and history . The external brands don ’ t compete with our own brands . They complement them and make the store more attractive as a whole .
Q | You have changed the collection structure . How and why ? A | We have moved a large part of our production from Asia to Europe . We did that to increase quality and to decrease our “ time-to-market ”. It makes us more flexible and supports the new collection structure with two yearly main collections as well as express items . Express lines are put into production as and when we see new trends in the market . The change has been implemented in order to develop designs that are as relevant as possible in relation to current trends .
Q | You have launched a new BtB platform . Why ? A | We have developed a virtual showroom that can display 360 ° photos - whole design universes - and buyers have complimented us for it . They say it ’ s a good tool for planning and supplementing . The virtual showroom will be an addition to our physical showroom in Bella Center in Copenhagen , so we have both physical and online options .
61 · MODEBRANCHEN . · ISSUE NO 02 · 2021