122 WHAT'S THE STORY
Romance and Business Acumen Rosemunde. Good products at the right time. The Danish collection Rosemunde’s recipe for success can be easily summarised. However, there is more behind it. Text: Nicoletta Schaper. Photos: Rosemunde
The name Rosemunde mainly stands for feminine, easy to wear. Ten essentials are available in nine colours all year round, from their tank top with lace elements to cardigans. For each main season, the range of colours is expanded once more to 30 fashionable shades. Then there are flash programmes with delivery dates in April and October. "Rosemunde is the luxury basic top to take away. With its top quality, the label has acquired a good standing with its customers,” describes Olly Dees who distributes through his agency Rosemunde in Bavaria and Baden-Wuerttemberg. "The label also got it spot on with its flash programmes, ideal for retailers who want to follow suit once again in the short term.” Dynamic Business
"Rosemunde is one of the few brands which, in addition to a strong collection, also generates high turnover with its unique basic products," says Rosemunde CCO Torben Olsen.
Rosamunde is supported by a company in Copenhagen with 50 employees and Torben Olden as CCO since November 2012. Under his management, the collection is not only being developed with additional ready-towear clothing – including dresses, blouses, blazers, skirts and trousers –, but marketing is also being advanced. "Our focus is on worldwide expansion, especially overseas,” explains the Dane. Nine years after it was founded, Rosemunde is now available at 1,000 points of sale including Breuninger in Stuttgart, Globus in Zürich, Trilogy in London, Seibu in Tokyo and Shinsegae in Seoul. This year, Rosemunde are planning on opening their own store in Beijing, another in Sweden and, in the coming year, a store in the Middle East. At the same time, the distribution network for new customers is being further developed, so distributors in Spain, Japan, South Korea, Australia, the US and Canada are now being joined by Italy and France – as well as Eastern Europe in the near future. A Fashion Balancing Act
"The best silk is used for the collection and quality simply works," says Olly Dees, owner of the agency of the same name.
313 style in progress
Such ambitious expansion requires good preconditions. Rosemunde primarily uses silk, wool and also sometimes cashmere for its knitwear – everything in
Easy to wear, comprehensive colour palettes, rapid delivery and high markups, Rosamunde’s success model sounds simpler than it is.
high quality in order to keep customers interested in the long term. The markup of between 2.75 and 3.0 is just as important, for instance for a cotton-silk top with lace at a retail price of 49.95 euros. Delivery capacity is guaranteed by both logistic centres in Flensburg and Copenhagen, in which approx. 20,000 pieces are available from stock. Last but not least, fashion forms the basis of Rosemunde’s success. This is how the design team of nine manages to attract consumers in Germany and China alike, without changing for either market. With innovations that offer
incentives – at the moment lace in all its varieties is a bestseller – but don’t go overboard. Promising for long-term commercial success.
Rosemunde. Founded in 2004 Rosemunde APS, 2950 Vedbaek/Denmark 50 staff in its headquarters 1,000 points of sale worldwide Collections for women and children Collection share of turnover: 40% Essentials share of turnover: 60% www.rosemunde.com