IC Companys – Annual Report 2008/09 0 - IC Companys A/S

By Malene Birger was created in 2003 with the vision of being
recognized as an inspiring, design-driven, well-established
brand. A fashion force to be reckoned with, and seen as a
highly respected, prominent player on the global fashion arena.
BY MALENE BIRGER believes in authenticity, tuning everything
into what is real and relevant, and operating with honesty
and integrity.
Obsession – Creativity – Responsibility – Efficiency are the
values which form the foundation for the company’s unique
way of thinking, working and being. Supported by a professional,
proactive, self-motivated staff, who embraces the BY
MALENE BIRGER UNIVERSE. Living the brand values and
style.
The goal is to continuously grow and develop the company,
and to empower the staff to grow with it. The company is
based on loyalty and love – for the product and its people.
Malene Birger is the Creative Director behind the brand and
her strong sense of aesthetics as well as her cheeky personality
has made her a distinguished figure on the international fashion
scene. Everything she touches reflects her exclusive approach
to elegance.
Throughout her career Malene Birger has been recognized as
a respectable designer. In 2004 Malene Birger received a
Scandinavian design award, where she was nominated together
with well-respected Scandinavian colleagues within the
category of design. Costume Norway chose By Malene Birger
as “Best Brand of the Year”, a brand on the fashion fast track,
in 2007 and in 2008. In 2008 Malene Birger also won the
18
Revenue 2008/09
DKK 197M
Growth 14%
prestigious Gazelle Award from the business newspaper
Børsen, as the fastest growing company in Denmark's capital.
And latest in 2009 Her Royal Highness Crown Princess Mary
of Denmark presented BY MALENE BIRGER with the prestigious
Best Danish Designer award, at the exquisite DANISH
Fashion Awards event.
Today, the brand has opened as many as 850 doors around the
world. With a staff of nearly 60, sales in 42 countries and
representation by 19 agents and distributors, it’s a strong indication
that BY MALENE BIRGER is an international brand
in demand. The 2,200 square metres showroom domicile is
situated on the outskirts of Copenhagen, expressing every inch
of the brand and Ms. Birger’s signature style.
BY MALENE BIRGER has opened boutiques not only in
Copenhagen, but all around the world and continues to increase
the franchise business on the global arena. As part of
BY MALENE BIRGER’S global growth strategy, the International
Franchise and Retail Department has intensified its
focus on expansion, with the opening of new franchise stores
in key markets around the world, such as Dubai, Bahrain,
Russia and Norway, as well as a second store in Kuwait. In
the works are more stores slated to open across Europe, Eastern
Europe and the Middle East. Add to that an exciting new
location this Autumn - Casablanca, Morocco. Extra initiatives
are being implemented to explore this aspect of the business
even further.
“The best way to break through is to keep it simple and to
focus” Malene Birger