Owners and management
Jannie Lymann Founder, Owner and Head of Design
NÜ IS A DANISH FASHION BRAND FOR WOMEN WITH A DISTINCTIVE SENSE OF STYLE . RAW, SOPHISTICATED AND FEMININE - THESE ARE THE VALUES AT THE HEART OF EVERYTHING WE CREATE .
ATTITUDE
At NÜ, we design fashion that empowers the modern woman to express her own unique femininity with confidence and edge We believe true style comes from authenticity – from daring to stand out while staying true to yourself
NÜ inspires women through clothing designed to mix, match and tell a story The NÜ brand encourages women to stay true to their femininity while embracing a sophisticated edge - raw, refined and entirely their own
Where the cool simplicity of the North meets the confidence and sophistication of the Orientexpressed in a bold fusion of contrasts
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
NÜ Denmark is sold in around 1,000 leading stores around the world:
Austria, Australia, Belgium/Luxembourg, Czech Republic, Canada, Denmark, Findland, France, Faroe Islands, Germany, Greenland, Greece, Hungary, Ireland, Israel, Island, Netherlands, Norway, Northern Ireland, New Zealand, Poland, Slovakia, Switzerland, Singapore, The United States, Spain, Sweden, United kingdom
As a NÜ partner, you have access to our digital B2B platform - available 24/7 Pre-order upcoming styles, place orders on in-stock items and download marketing materials whenever you need them
Experience NÜ online at nu-denmark com, where our meticulously crafted pieces are just a click away Or immerse yourself in the raw elegance and exquisite detail of NÜ at our concept store in Skagen
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 30 years
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
NÜ has always been more than a business - it is a family story The owner Jannie Lymann built the brand on personal passion, dedication and a deep love for design That same spirit lives on today as the next generation has joined the company, bringing fresh energy and a long-term commitment to carrying the NÜ legacy forward With succession thoughtfully in mind, NÜ is not only investing in its collections and partners but in its own future A future shaped by the same values that started it all
• TO DESIGN HIGH-PERFORMING COLLECTIONS THAT GIVE OUR PARTNERS A GENUINE COMPETITIVE EDGE IN THE MARKET .
• TO WORK ALONGSIDE PEOPLE WHO SHARE THE NÜ FEELING .
• TO BE AMONG THE TOP THREE BRANDS IN EVERY STORE WE ARE REPRESENTED IN - MEASURED BY TURNOVER, GROSS MARGIN AND SELL-THROUGH RATE .
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 four main collections each year, featuring around 500 unique designs in total In addition to these main collections, we also release new arrivals approximately twice a month - carefully curated to complement and enhance our existing lines
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 thought 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
To sum it all up, we are interested in you creating a healthy business through your close partnership with us at NÜ
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Our marketing focus is digital and we are committed to supporting you every step of the way Just ask, and we are ready to help
We have our own in-house marketing and social media team, dedicated to growing the NÜ brand across all channels We firmly believe that strong brand visibility benefits every partner in our network Your success is our success - and we want to support you at every stage of the customer journey
Our models are carefully chosen to reflect the image and confidence that NÜ women project when they wear our fashion
The sales materials we provide include videos, posters and catalogues - all available to you as a partner
We also collaborate with marketing agencies in key markets to ensure the NÜ feeling is communicated authentically and locally, wherever our brand is present
The fashion industry is always evolving - and so are we Every day, we trade, develop, design and produce with intention, taking deliberate steps toward a more sustainable future The people are always at the centre of what we do
We work closely with our suppliers and business partners to increase recycling and strengthen sustainability across the entire value chain - from initial design through to final delivery
• All packaging and trims are made from 100% recycled materials
• 30% of our latest collection is produced using 100% sustainable or recycled fabrics
• Made-to-order production minimises waste
• Amfori-BSCI certified
We have a unique 4,700
head office where 30 talents are employed.
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
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
NÜ MEANS
“NAKED” IN FRENCH & “WOMAN” IN CHINESE