Molo strengthens international presence
Danish kidswear brand opens new showrooms and attends seven international trade fairs for s/s 17.
By Laura Turner
28 June 2016
Within the last year, Danish kidswear brand Molo
has opened three new showrooms, complete with their own sales forces, in Paris, New York and Düsseldorf.
Since opening the doors of its first store in the Asian fashion capital of Hong Kong just one year ago, Molo's international focus has continued to widen to cater for more new markets, both in and outside Europe.
“When we experience an increase in international interest it’s a recognition of our brand and it requires that we can meet the demand from all of these new markets by being physically present,” says Molo founder Mogens Jespsen. “For a long time, we have been experiencing increased demand from American stores and consumers, it was really only a question of the right timing for a showroom to become reality. On the other hand, Paris is a natural extension of our international expansion since the city is a unique fashion platform and gathering point for international retailers in the fashion industry.”
Open a matter of weeks, Molo’s newest showroom in Düsseldorf has already seen high footfall, helping strengthen the bond with the brand’s existing customers in Germany including KaDeWe, Alsterhaus and Breuninger.
“Showrooms with our own sales force, where the collection is physically accessible, are a vital part of establishing a strong brand experience in our own universe,” continues Jepsen. “They are also responsible for optimising the sales process for both parts, because you are in close dialogue with the people who know the most about the collection and the brand.”
The company’s international growth spurt is also responsible for Molo’s increased presence at the s/s 17 trade fairs.
“In keeping with the growth of our collection and the increase in international demand, it has been important for us to meet existing and potential new sales partners and press where they are,” says Jespsen. "This way, they will be able to feel the DNA and the quality of the products we make.”
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