Artikel/article
LAURIE:
DANISH DESIGN WITH FOCUS ON
SOCIAL RESPONSIBILITY
For more than 20 years, LauRie has supplied the German market with fashion wear
for the modern woman. Through recent years, a mission of being socially responsible
has taken the brand even further – for example through durable fashion. Now, the
LauRie collections can also be experienced at Panorama in Berlin.
BY JETTE AAES
The Danish fashion brand LauRie was
L
auRie is celebrating its success by partici-
- We also work with durable design, mak-
strongest attributes: a strong design and
Many of the brands we compare ourselves
aren’t forced to compromise on the design.
founded in 1987, and has since then developed and built upon the business con-
cept that is centred on the company’s two
an efficient production. Now, the LauRie
collections are sold in retail stores and department stores in more than 20 countries.
In 2005, husband and wife Henrik and Lena
Hansen, took over the company and invested in a version 2.0 of LauRie:
- While it may sound banal, we make a priority of old virtues such as honesty and
integrity. This means, among other things,
that we have one of the industry’s lowest
complaint rates. As a brand, LauRie’s original, classic virtues such as good quality and
a great fit have not been lost in the process.
And we still design smart collections, says
Henrik Hansen.
Since the takeover, the business concept
has been developed and built upon re-
sulting in growth and success. In recent
years, auRie has generated a double- igit
L
d
amount in millions in growth, and the
company has received a range of business
awards. Much of the success is rooted in
the German market, in which LauRie has
been well represented for the last 20 years.
48 / ISSUE NO 02 JUNE 2015 / MODEBRANCHEN.
pating in the Panorama fair in Berlin:
- We are very excited about Panorama,
which is really just the right fair for us.
with are here and as are customers, who go
there for inspiration and hopefully they’re
also planning on placing their main orders,
says CEO Henrik Hansen of LauRie.
ing our designs last for more than just one
short season. We add a twist or a fashion
detail to our durable design, so that we
In the last two years, LauRie has used its
own sales staff in combination with existing agents in the German market.
Design that lasts
Investment in German
development
Corporate Social Responsibility:
a Dane to take care of the two districts.
Here, the German customers can see for
themselves how LauRie works with CSR –
- It’s about doing business responsibly,
which has been a part of our values ever
since the beginning – both when it comes
to the environment and when it comes to
people. Germany is a very competitive market, an