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Artikel | article ger Chalotte Kjær Bruun. Hun tilføjer, at up in stock. The concept offers the same the stores about the concept and the be- Risikovillighed nødvendigt demand, says Irena Riberholt Jørgensen, This requires continuous replenishment, No Season-konceptet kræver en vis risi- kovillighed fra Minus’ side. - Vi tog for flere år siden den strategiske beslutning, at vi skal turde stole på vores mavefornemmelse, vores markedsforstå- else og vores erfaring, når vi køber ind. No Season-konceptet kræver, at vi tager hele risikoen og tidligt i processen beslut- ter os for at placere ordrer til flere måne- ders salg. Den risikovillighed betyder til gengæld rent forretningsmæssigt, at vi kan tilbyde kunderne en række fordele, som de ikke umiddelbart kan få så mange andre steder, siger Irena Riberholt Jør- gensen. Det drejer sig om fordele i form af forbedret likviditet, kort leveringstid og at lagerbindingen flyttes fra butikken til Minus’ lager - kommercielle fordele, som Minus’ sælgere formidler til nye og eksi- sterende kunder. service as that of express suppliers, but we offer basic styles, which are always in who owns Minus together with Chalotte Kjær Bruun. They acquired the brand and the company Minus A/S back in 2013. With many years of experience from the fashion industry, the two women knew from the start where they were going with the company. - The ambition of Minus is to provide mo- dern and busy women with a wardrobe to suit any occasion. We continue to de- sign the collections based on our own ex- periences from being a modern woman. There is a strong demand for a functional wardrobe with an extensive collection of basic items, says Irena Riberholt Jørgen- sen. From a single style to a family of products Al håndtering af bestillinger, lager og lo- The No Season concept consists of trou- Minus er repræsenteret i Skandinavien, - Often, one of our best selling styles is gistik sker fra Ikast, hvor Minus fik nyt domicil for 4 år siden. Holland og Belgien samt i Tyskland. Ikke mindst i Holland har butikkerne ta- get rigtigt godt imod Minus’ No Season- koncept, og kunderne her og i de øvrige lande supplerer flittigt på Minus’ b-t-b- platform. The owners of Minus define No Season as a piece of garment that is unaffected by seasonality, which, as a result, has a long life. The No Season concept consists of two parts: A Never Out of Stock program with basic styles in classic colours as well as a Season program with the same items but in the fresh, new colours of the season. While the NOOS items are always in stock, products in the Seasonal con- cept are available only while stock lasts, which is typically a single season. sers, blazer jackets, skirts, knits and a visits to the stores and offers a helping hand with stocking up. This way, the sto- re is always ready to generate additional sales from the extensive range of basic styles we offer, Irena Riberholt Jørgensen explains. - When we talk to some of our new custo- mers, we make sure to set up the No Sea- son concept from day one and this way lay the foundation for a long-term relati- onship. Then we can send the first batch of No Season items and have it delivered to the store shortly after the buyer has returned from, say, a trade fair, says Cha- lotte Kjær Bruun. She adds that the No Season concept involves a certain amount of risk-taking for Minus. Risk-taking is necessary when we buy new items. The No Season cute and functional top with lace edging at the top. This style has been developed into a line of five different styles, all ba- sed on the original top, which sold excep- tionally well in all markets. The different styles all come in basic colours in the NOOS program and in up to four seasonal shades in the Seasonal program, Chalotte Kjær Bruun explains. She adds that a style is sometimes "born" into the No Season program if the style has a clear potential to be in demand season after season. To consistently offer the most optimal mix of products, Minus collaborates clo- sely with some of their best customers. A skilled sales team - To make the No Season concept run avoid the risk of too much capital tied tal. Moreover, our sales staff often makes Take our seamless lace top, for example. A developed into a small line of bestsellers. to-day delivery to the stores. This makes for stronger liquidity for stores as they which is done easily through our B2B por- - A couple of years ago, we made the stra- The sales team at Minus is made up of lar express brands since we provide day- stores should have all sizes available. wide range of tops. - With our No Season concept, we can of- fer some of the same benefits as the popu- nefits they can gain from it. Ideally, the skilled people with extensive retail knowledge. smoothly, it requires the sales staff to have a chat with the buyers or owners of tegic decision to trust our guts, our mar- ket knowledge and overall experience concept requires us to take on all risk and place orders many months in advance. On the other hand, the risk-taking enables us to offer our customers a long list of advantages it would be hard for them to find elsewhere, says Irena Riberholt Jør- gensen. Benefits include stronger liquidi- ty, short delivery times and low inventory levels. All the commercial advantages are communicated to new as well as existing customers. Order management, warehouse and logi- stics are handled from Ikast in Denmark at Minus' relatively new headquarters. Especially fashion stores in Holland have embraced Minus' No Season concept and the Dutch retailers - along with retailers from other markets - actively use Minus' B2B platform on a regular basis. Minus is available in Scandinavia, Hol- land, Belgium and Germany. MODEBRANCHEN. | ISSUE NO 02 JANUARY 2019 | 167