NÜ Brand Book // English

NÜ DENMARK

ENJOY

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NÜ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

NÜ PRODUCTS . . . . . . . . . . . . . . . . . . . . 16

WHY? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

COLLECTION FLOW . . . . . . . . . . . . . . . . . 16

WHO? . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

MEMORABLE MOMENTS #NÜDENMARK . . . . 18

WHERE? . . . . . . . . . . . . . . . . . . . . . . . . . . 9

ONLINE MARKETING AND SOCIAL MEDIA . . . 20

HOW? . . . . . . . . . . . . . . . . . . . . . . . . . . 11

A BETTER TOMORROW . . . . . . . . . . . . . . . 23

WHERE TO? . . . . . . . . . . . . . . . . . . . . . . 12

IN-HOUSE SUPPORT SYSTEM . . . . . . . . . . . 25

THE JOURNEY SO FAR . . . . . . . . . . . . . . . . 14

NÜ HQ . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Owners and management

René T. Jensen CEO and Owner since 2016

NÜ DENMARK

Jannie Lymann Founder, Owner and Head of Design

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NÜ NÜ IS A DANISH FASHION BRAND FOR WOMEN WITH A UNIQUE STYLE. RAW, SOPHISTICATED AND FEMININE ARE THE ESSENCE OF NÜ.

NÜ MEANS “NAKED” IN FRENCH & “WOMAN” IN CHINESE

NÜ DENMARK

ATTITUDE At NÜ, we create fashion that allows the modern woman to express her own unique femininity. Raw, sophisticated and feminin. It’s as simple as that.

NÜ DENMARK

BRAND CONCEPT NÜ inspires women by designing clothing created to mix and match. The NÜ brand reminds women to stay true to their femininity while maintaining a sophisticated, yet raw edge to their style and personality.

THE BRAND POSITION Where the cool and simple of the North meet the rough and sophisticated of the Orient – expressed in a stylish fusion of elements.

WHO?

The NÜ brand archetype is ‘the mentor’. We aim to be ‘inspiring stylists’ for women wishing to stand out – in a raw, sophisticated and feminine way. We are confident in what we do and find joy in sharing our wisdom with our audience. It is our desire to build trust in the NÜ brand and to function as a guiding light in the world of fashion and style.

THE TYPICAL NÜ WOMAN: • wants to appear sophisticated and wear eye-catching clothes • dreams of being seductive and empowered • uses her cosmopolitan experience to appear refined and exciting • is conscious, classic, mysterious, sophisticated, brave and independent • takes a stand, stands out, and does not bother what others think of her Age is not the primary factor in defining the target group of NÜ. It is more a question of style than of age.

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CAPTIVATING · EXCITING · CLASSIC SOPHISTICATED · MYSTERIOUS EMPOWERED · SEDUCTIVE · BRAVE

WHY?

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NÜ DENMARK

WHERE?

NÜ fashion is sold in around 1,000 leading stores around the world: Denmark, the Faroe Islands, Norway, Sweden, Fin-land, Iceland, Germany, Austria, UK, Ireland, France, the Netherlands, Belgium/Luxembourg, Italy, Spain, Greece, Switzerland, Hungary, Poland, Slovakia, the Czech Republic, Russia, China, the USA, Canada, South Africa and Australia.

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B2B DIGITAL PLATFORM As a partner you have access to our digital B2B platform that allows you to pre-order items to be launched, place orders for items in stock and to download marketing materials 24/7.

B2C – WEBSHOP AND CONCEPT STORES People who share the Nü feeling with us have access to the direct purchase of NÜ design items at our online store: www.nu-denmark.com.

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HOW?

NÜ is rooted in the long-standing Danish tradition of design renowned all over the world.

As a growth-oriented business partner we are extremely flexible and open to your needs. Your success is our success – and our organization is geared to accomodate your demands.

At NÜ we are curious and interested in the world around us – and speak several languages. We love working with people who are passionate about their work and walk the extra mile to succeed. We believe that hard work always pays off and that the ability to help and treat other people well is one of the reasons NÜ has been successful for more than 24 years.

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Our business culture reflects that we are Danes.We have a flat hierarchy with a high level of well-being and a good, informal and trusting relationship between owners and employees, and we “work happily” together as a team.

We enjoy a friendly and relaxed attitude towards one another as we believe an informal workplace contri-butes to enhancing job satisfaction and reducing stress.

OUR MOTTO IS – ”KISSED BY NÜ” AND HOPE IT IS THE FEELING THAT WE PASS ON TO YOU AS OUR PARTNER

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WHERE TO? • TO DESIGN HIGH-PROFIT COLLECTIONS THAT ENABLE OUR PARTNERS TO SUCCEED IN THE MARKET • TO WORK WITH PEOPLE SHARING THE NÜ FEELING • TO BE PLACED IN THE TOP THREE OF EVERY STORE WE ARE SOLD IN, BASED ON TURNOVER, GROSS MARGIN AND TURNOVER RATE

NÜ DENMARK

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T H E J O U R N E Y S O FA R

1997

1999

2001

2005

2007

2010

2012

2013

The dream about establishing the NÜ brand becomes reality.

NÜ is expanding rapidly and moves to larger premises.

Lots of interest from international markets.

First concept store is born.

Management moves to Dubai to be closer to production.

Fourth-time winner of Danish business growth award.

Management returns to Denmark to set up new, larger HQ, totalling 4,700m2.

Exports to 14 countries and fifth-time winner of growth award.

Establishment of online store to promote our wholesale partners.

2016 Appointment of new CEO, and establishment of SoMe department internally.

2021 1,000 wholesale partners, 30 agents and distributors in 22 countries.

TO BE CONTINUED…

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NÜ PRODUCTS Collections by NÜ are made up of complete outfits consisting of trousers, skirts, dresses, jackets, blouses, tops & tees, cardigans, shirts, knits, leather wear and accessories.

At NÜ we design six collections annually which totals around 800 new designs. We deliver new styles every month to our business partners around the world and see it as our unique opportunity to present the new designs and the thoughts behind them to you.

Every season, all business partners are offered free assortments with no minimum, and high mark-up

opportunities. All partners and their staff who sell NÜ are also offered extra benefits.

As a design-oriented and high-quality supplier of design clothing for women, naturally, we also deliver packaging for the products sold that match the raw, sophisticated and feminine style that our brand represents. Our packaging is produced exclusively from FSC certified materials.

To sum it all up, we are interested in you creating a healthy business through your close partnership with us at NÜ.

COLLEC TION FLOW COLLECTION FLOW

JANUARY

FEBRUARY

TEMPTATIONS & PRE-SPRING SPRING/SUMMER

Time of delivery

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APRIL

MAY

JUNE

JULY

AUGUST

SEPTEMBER

Time of delivery

Sales period Time of delivery (HS)

Sales period

OCTOBER Time of delivery (Temptations)

Sales period

HIGH/SUMMER & PRE-AUTUM AUTUMN/WINTER

MARCH

Sales period

NOVEMBER

DECEMBER

Time of delivery (Pre-Spring) Time of delivery

Sales period

Time of delivery (Pre-autum) Time of delivery

Sales period

Sales period

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MEMORABLE MOMENTS #NÜDENMARK

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ONLINE MARKETING AND SOCIAL MEDIA

Our focus in marketing is online. And we strive to deliver whenever you need support for your marke-ting. Just ask and we are ready to help!

Our models are carefully selected to reflect the image that NÜ women are creating for themselves when shopping NÜ fashion.

We have our own marketing and social media department where we work to maximize the brand awareness through our social media profiles.

We do so as we are convinced that our efforts will also benefit any partner who works with NÜ. Your success is our success – and we wish to support you in being present during every phase of the customer journey.

The sales materials we make available to you include videos, posters and catalogues.

On top of that, we also work with marketing agencies in different countries to ensure a proper localization of the NÜ feelings.

W WEB WWW.NU-DENMARK.COM

NÜ DENMARK

INSTAGRAM @NUDENMARK

FACEBOOK NU.DENMARK

YOUTUBE USER/NUBYSTAFFWOMAN

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A BETTER TOMORROW

The fashion industry is undergoing a great develop-ment, which means that we are also constantly and continuously making progress in these areas together with our partners.

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We work closely with our suppliers and business partners to increase recycling and to improve sustainability in every step of our design, production and delivery of design items to retail customers aiming to make a better tomorrow.

Every single day we do our best to act, develop, purchase, design and produce more wisely in order to take the right steps towards a better future for our planet.

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IN-HOUSE SUPPORT SYSTEM All support functions are handled in-house, e.g. design, construction, fitting, sales, purchasing, warehousing, customer service, finance, administration, marketing and social media.

The head office also houses showrooms, meeting rooms, a quiet room and a wonderful canteen.

We have a unique 4,700 m2 head office where 30 talents are employed.

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NÜ DENMARK

NÜ HQ

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NÜ DENMARK

NÜ MEANS “NAKED” IN FRENCH & “WOMAN” IN CHINESE

NÜ DENMARK A/S HEADQUARTERS NEPTUNVEJ 18 DK-8960 RANDERS SØ TLF.: +45 87 12 23 00 OFFICE@NU-DENMARK.COM WWW.NU-DENMARK.COM

NÛ brand book