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access to an online b-t-b platform, through
which retailers could place orders day and
night. In the same breath, Zizzi converted
the franchise driven stores to self-owned
retail stores.
- We wanted to regain control of our sales
channels – online, wholesale and retail,
and that strategy has now been succes-
sfully implemented. We sensed a degree of
scepticism in the industry, but it all worked
out as we had hoped, and the digital soluti-
on has helped us maintain momentum and
increase sales. The result is an improved
product which benefits consumers as well
ELOMI / HEKOPE
as retailers – and with a higher mark-up,
Kuno Kildetoft Mehlsen concludes.
Lingerie and swimwear to big-
breasted women
Women’s breasts are getting bigger – and
we are seeing more bosomy women in the
population. Since breasts consist of fat
tissue, it is only natural that the number
of big-breasted women follows the increa-
sing number of overweight women. These
women can often have a hard time finding
bras and swimwear that provide the ne-
cessary support and are also comfortable
to wear. At least at traditional suppliers
of lingerie and swimwear. This has ope-
ned up for new players in the market that
have specialized in this field. One of these
NÖR PLUS
brands is Elomi, which is sold in stores in
Denmark via Helle Kofoed from Hekope.
GOZZIP
Elomi is a growing brand in the large Wa-
coal Europe group. Elomi’s bras are availa-
ble in D to O cup sizes and panties in sizes
medium to 4XL.
- Elomi has specialized in lingerie that pro-
vides extra support with great fits and is
comfortable to wear. Elomi’s styles use the
newest technological materials and the
design is feminine and colourful with eye-
catching prints, says Helle Kofoed, who is
ETAGE PLUS
142 | ISSUE NO 04 JUL/AUG 2018 | MODEBRANCHEN.
head of sales for Elomi in Denmark.