LARS ANDRESEN
THE CONCEPT IS
UNIQUE, STRONG AND
VARIED IN TERMS OF BOTH
ASSORTMENT AND PRICE
LARS ANDRESEN, CEO
BECKSÖNDERGAARD
Summary
The Danish accessories brand Becksönder-
gaard has many irons in the fire. Once, the
iconic star scarf was in full focus, but now,
in addition to a wide range of scarf designs,
the collection consists of wallets, bags,
socks, swimwear, straw hats, rain coats,
tunics, umbrellas and light footwear such
as flip-flops and sandals.
- The concept is unique, strong and varied
in terms of both assortment and price – and
perfect for a shop-in-shop or for a smaller
Our products are at a mid-range price
we succeed with our concept, there is huge
Lars Andresen.
In-store branding
point, ideal for the grab-and-go conveni-
ence you find in places like airports, says
In May, Becksöndergaard signed a contract
For some retailers, it makes a lot of sense to
ping destination in the Nordic region. Stra-
- Experience shows that the better Beck-
to open a permanent shop in Copenhagen
Airport, which is the best performing shoptegically, 20 more airports are on Becksöndergaard’s wish list.
Grab & Go
concept store in airports and department
Airports are one of the sales channels we
quarters in Copenhagen on a warm day
course. Our second key focus area is de-
stores, CEO Lars Andresen said to NU when
we visited Becksöndergaard at its head-
of spring. He is the man behind the brand
strategy, in which especially a flexible
shop-in-shop system plays a crucial role.
- We laid out a plan for implementing the
concept and one of the very first steps was
to open a test store in Copenhagen Airport.
The test confirmed that an airport is a per-
fect setting for selling Becksöndergaard.
Most items are one-size and ideal as gifts.
potential for us here, says Lars Andresen.
are focusing our attention on – apart from
traditional wholesale in fashion stores, of
partment stores.
- Department stores such as Stockmanns,
Magasin, Illums Bolighus, Bijenkorf, Kauf-
hof are well suited for Becksöndergaard’s
concept of shops of 10-30 sqm. Within this
area, we can also document that a Becksöndergaard shop with a dedicated sales team
can generate a high turnover. Many depart-
add a wall, a table or a rack from Becksöndergaard’s shop concept.
söndergaard is branded as a total concept,
the better the sales. The concept works
best if the store can allocate 10-30 sqm,
which allows for a full presentation of the
product mix. The individual stores can request racks or tables that meet their indi-
vidual needs, whether they wish to focus on
selling socks, rainwear or bags, Becksöndergaard’s CEO concludes ahead of the
coming European fashion fairs, where buyers can take a closer look at Spring/Sum-
mer 2017 and the flexible store fittings
concept. Becksöndergaard exhibits at CIFF
during Copenhagen Fashion Week.
ment stores are part of large chains, and if
MODEBRANCHEN.
| ISSUE NO 03 JULY 2016 | 125