modebranchen.NU NU International no. 01 2019 | Page 38

TRADITION-BOUND
COMPANY WITH
MORE TREND AND
AN INCREASED FOCUS
ON STORYTELLING
A xelsen & Sön is focusing even more on new,
trend-orientated products and its long tradition
for craftsmanship, know-how and quality when
it comes to leather bags and accessories.
MONTANA
BY HELLE MATHIESEN
Axelsen & Sön is a family-owned company, established in with effective sales and internationalisation efforts, our
in Denmark and manifested its position as a leading ma- production of bags are vital to us. There is an increasing
1957 by Kaj and Ella Axelsen. When production peaked
in the 1980s, the company employed about 200 people
nufacturer of leather goods. During the same decade, the
company transitioned to the second generation with Gert
Axelsen as the new owner after having served as junior
partner at the company for a number of years.
Nowadays, the company has continued its focus on its
roots and its heritage in the form of simple, timeless and
functional high-quality designs - basic elements rooted in
the 1950s, which, generally, was a breakthrough decade
for Danish design.
With the two brands Treats and Montana, Axelsen & Sön
is well on its way with its expansion strategy that focu-
ses heavily on internationalisation. As a result of the new
strategy, the company will present its latest products at
place in the market is solid. Good old-fashioned service and
comprehensive know-how when it comes to the design and
demand for the Nordic style, which is an explicit part of our
design DNA, and in spring of 2019, we will go all-in at the
international trade fairs to embark further on our global
journey, says Tina Johannesen, sales manager in Denmark.
- Moreover, we make a virtue of reducing waste in our produc-
tion and make as much use of the leather as possible. Axelsen
& Sön is a member of Amfori, which among other things
means that the factories, we work with, are BSCI-certified,
sales director Bjarne Møller Poulsen adds. He also points out
that the price level is very decent, which provides value-for-
money for both retailers and consumers alike.
Eye-catching and sustainable
far more trade fairs than usual, starting from early 2019. Among its SS19 news, Montana is presenting its textured
- Treats has become slightly more fashion-orientated, unisex bags.
Trend and history
whereas Montana continues its focus on a stringent and
simple look. Both brands are staying true to Axelsen &
Sön's roots and legacy. In connection with the new stra-
tegy, the logos of the two brands have received a brush-up.
Both brands are in a strong position, and in combination
38 | ISSUE NO 01 JANUARY 2019 | MODEBRANCHEN.
leather, which is achieved by a special heat treatment. The
brand is also announcing new designs that can be used as
Treats is launching a strong, trend-based collection with
a line in suede, bags with a surface that looks like snake
skin and new designs in a leopard look.
New stunning fashion colours will freshen up the consu-
mer's wardrobe and make stores stand out.