American consumers who crave the simplicity of Scandinavian design can now take home more than Swedish flat pack furniture and meatballs. Danish brand Vero Moda, known for its array of contemporary, on-trend, threads targeting young women, launches stateside in Spring ’14.
And the 28-year-old brand means business: Under the umbrella of Bestseller, one of Europe’s largest clothing groups, it just opened its first New York office and entered into online collaborations with Macy’s, Nordstrom and Lord & Taylor to celebrate its first selling season in the U.S. “The United States is much more competitive than in Europe but we have a niche. We give our customers good mark-up and that helps us to penetrate the market,” said Brian Edgar, vice president and general manager of Bestseller Canada and USA.
Using resources gained from nearly 11 years of “good growth” in Canada, where it has a presence through stand-alone shops, multi-brand stores and online, Vero Moda is dipping into the U.S. market on a wholesale basis only — for now. “It’s easier to start with wholesale,” Edgar explained, “because it’s lighter infrastructure and doesn’t have that heavy capital expenditure.”
Frank Rocchetti, who handles marketing and visual presentation for Bestseller, revealed that interested buyers at the most recent edition of Magic ran the gamut from independent boutiques to major department stores and all were impressed with the scope of the brand. “They love the fashion, the quality, the style and, most importantly, the price that they could offer the consumer,” he said. “Our prices allow retailers to compete without being promotional.”
Realizing that fashion moves fast and trends can pop up at short notice, Vero Moda has developed strong relationships with its suppliers as well as a logistics system that handles express deliveries within just three to four weeks. Plus: “Consumers love the fact that they’re on trend, but not chasing a trend,” Rocchetti said.
Sticking to the Scandinavian aesthetic it’s known for, Fall ’15 is a mash-up of feminine tailoring (think wide-leg pants, boxy tops and draped dusters) and city-inspired denim. The latter offers mid-rise boyfriends with patchwork motifs at the knee, stretch ankle-biters with eyelet details and skinny jeans in both distressed-wash and moto options.
“We believe Vero Moda adds a freshness that’s not available in the U.S. market today,” Rocchetti said.