modebranchen.NU NU International June 2018 | Page 69

BY HELLE MATHIESEN
The Danish fashion company, Soya Concept A/S, and the Danish
footwear company, SHOE THE BEAR ApS, are commencing a
partnership to increase the overall turnover and strengthening
gy and strong growth opportunities in the new constellation.
Soya Concept was established in 2002. Today the two brands
Soya Concept and Leveté Room are sold in a large number of
European countries and the group has an annual turnover of
DKK 500 million.
SHOE THE BEAR was established in 2007, and has shown a
unique ability to create growth. One of the footwear company’s
great strengths is e-commerce. The majority of the company’s
sales are currently generated via this channel as well as
through their own web shop. A number of national and interna-
tional fashion portals also contribute to the sales.
Great expectations
- A notable synergy exists in this cooperation. With the acqui-
sition of SHOE THE BEAR we are gaining enormous know-how
within e-commerce that, together with Soya Concept’s compe-
THE BEAR
PREMIUM
D F
the companies’ digital focus. Both parties see significant syner-
S H O E
SHOE THE BEAR
tencies, give us the possibility to further strengthen all three
brands digitally on current and new markets. We have very
great expectations to the partnership and look forward to get-
ting under way, says Thomas Viller, CEO of Soya Concept.
It has been important for all parties that they have been able to
see a clear sharing of common values and goals, which can con-
tribute to strengthening the development of the three brands
and the company as a whole. With the sales, the founders of
SHOE THE BEAR, Thomas Frederiksen and Jakob Fuglsang, will
join the circle of owners together with the founders and main
shareholders of Soya Concept, Thomas Viller and Torben Bro-
dersen.
- We will become part of a financially solid company, which gi-
ves us entirely other opportunities to accelerate the growth for
SHOE THE BEAR. We can learn a great deal from Soya Concept’s
focus on the physical stores and, conversely, we can contribute
to elevating the e-commerce aspect. It has also been crucial to
us that we can continue to operate SHOE THE BEAR onwards as
always, says Thomas Frederiksen.
Soya Concept, Leveté Room and SHOE THE BEAR will be ope-
rated separately, as has been the case so far. Consequently,
the respective organisations are not affected. However, as
something new, a new overall unit will be established which
would operate all e-commerce for the three brands in the fu-
ture, in the form of own web shops and via external partners.
ABOUT SOYA CONCEPT

- Established in 2002 by Torben Brodersen and Thomas Viller

- Designs, produces and sells fashion clothing with a strong
brand knowledge in Northern Europe
- In the 2016/2017 financial year, rounded half a billion Danish
Kroner in turno ver

- Soya Concept sells in more than 2,500 stores around the world
ABOUT SHOE THE BEAR
- Established in 2007 by Thomas Frederiksen and Jakob Fuglsang

- Designs, produces and sells footwear to more than 20 countries

- The majority of the total turnover is generated online

ABOUT LEVETÉ ROOM
- Established in 2017 by Torben Brodersen and strong team of
employees

- The company designs and produces quality fashion clothing for
women

- Leveté Room currently sells in Scandinavia in more than 300
stores as well as online stores
- There are plans to expand the brand throughout Europe
MODEBRANCHEN.
| ISSUE NO 03 JUNE 2018 | 69