Blend is announcing a large-scaled, international campaign “The
Real Blend Xperience”. 12 European men can look forward to an
intense urban experience in Copenhagen or Berlin. A completely
rebuilt Blend Urban Bus sets the scene, all decorated for fun and
games with a built-in bar, DJ sound system, stunning interior
and plenty of room to warm up to a night out.
BLEND
BLEND IS BACK AT FULL SPEED
The Danish jeans brand Blend is enjoying significant
growth across all of Europe.
BY HELLE MATHIESEN
- Four to five years ago, we must admit that off with success in the market and incre- competitive mentality. Unpredictability
business negatively. We initiated a focused The Real Blend Xperience and the consumer – requires constant de-
we had lost touch with the market and the
end-user, which, of course, affected the
re-establishment process for Blend, and in
ased sales among retailers as well as on-
line, says Kasper Phillipsen.
only three years, we have doubled our sa- The ambition is still to strengthen aware-
Phillipsen, owner and CEO of DK Company les and marketing.
les. Blend is back at full speed as one of the
industry’s best jeans brands, says Kasper
in Vejle.
- We have worked immensely and strate-
gically with the internal understanding of
the brand followed by external branding
across the European market. We have
created a new, strong position by develo-
ping our brand in a direction that is rele-
vant for our end-users. And that has paid
ness and our position across all of Europe
by making efforts within multi-channel sa-
- We are launching a large-scaled, internati-
onal campaign “The Real Blend Xperience”,
which is mainly digital, but also supported
by in-store marketing and print media. We
are thinking big with Blend. But we do it
in close dialogue with our customers and
the market in general. The good energy in
Blend stems from our high ambitions and
and co-creation are key words for Blend.
The increasing demand from the market –
velopment, says sales manager Jesper Skov.
Blend is sold in more than 2,500 stores
in more than 35 countries. In 2016, Blend
opened its first three Brand Stores in
Denmark, and in 2017 the company plans
to open more Brand Stores in Denmark
and Norway. The Blend brand was estab-
lished in 1993 and its head office is located
in Vejle, Denmark. Blend is a part of DK
Company, one of the biggest fashion houses
in Europe.
MODEBRANCHEN.
| ISSUE NO 02 JUNE 2017 | 63