Scan Magazine | Special Theme | Made in Norway
Today Blæst ByLillebøe is a household name in Norway, and their rainwear ranges are sold through distributors in 140 stores across Norway and in 15 countries worldwide – from their close neighbours in Denmark to distant retailers in Australia, on the other side of the planet. Blæst’s success is based on the ingenuity in Lillebøe’s design combined with the quality of the fabrics used in the production. “All the raincoats are 100% windand waterproof. Pockets, collars and hoods are lined with soft fleece, and all the seams are sealed, making the garments very comfortable to wear,” says Starefoss Greve. As the brand expands, more elements have been introduced to compliment the clothing line. In addition to raincoats, the Blæst ByLillebøe range today includes accessories such as rubber boots and umbrellas. In wintertime there is a collection of knitwear, and in springtime the cotton collection comes rolling into the stores. “We also offer a couple of models aimed at the plus size market, custom-fitted for our larger customers,” adds Starefoss Greve. There is a small selection of men’s raincoats as well, but Blæst is first and
foremost a brand designed by and for women. Shanghai connection The women behind Blæst ByLillebøe are always on the lookout for an opportunity to expand, so when the opportunity came along to launch their brand at a fashion market in Shanghai, there was little hesitation on their part.
As we move closer to the end of the year, Shanghai will experience increasingly wet weather, which could provide the perfect opportunity for Blæst to swoop in, gain popularity and fight their way into the Asian fashion market.
“We have a considerable foothold in Europe now, in countries such as Denmark, the Netherlands, Germany and Ireland,” says Starefoss Greve. “But there is an enormous potential for us in a new market if we become a hit in Shanghai.” Despite having ventured across borders before and distributing their product in several countries across the globe, this marks the first grand scale bid by Blæst ByLillebøe to break into a foreign market. The coats will be sold through local suppliers, but Lillebøe and Starefoss Greve have made a conscious choice to keep the very distinct Norwegian name as they aim to make their mark on the Asian market. “We believe it gives our brand that extra little bit of character,” says Starefoss Greve.
For further information, please visit: www.bylilleboe.no
Insert to Issue 45 | October 2012 | 17