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

Soaked in Luxury is one of the youngest
brands in the IC Companys organisation, with
only 4 years of age. Soaked in Luxury is a vi-
brant, international designer brand for women.
The collections are sexy, cool, in touch with
the street, and surprisingly affordable. The
Soaked in Luxury woman is living in the mo-
ment, treasuring life’s simple pleasures, find-
ing the extraordinary in the ordinary, and just
making the most out of life. It is an attitude that
is in itself Soaked in Luxury.
The brand is keenly attuned to the best trends
and open to inspiration across markets and cultures.
Soaked in Luxury is a high street brand.
We aim to deliver a strong competitive price and
a beautiful appealing design. The Soaked in Luxury
consumer is a young woman between 25-35
years, who values good quality at an affordable
price. She is considered to be a bold fashion follower.
Soaked in Luxury’s mission is to be the designer
brand you can afford. Our vision is to bring together
cosmopolitan flair, great co ours, a variety
of fabrics and creative detailing - all with
great quality at an affordable price.
We have created an exciting shop concept that
reflects the mood of Soaked in Luxury. The mood
is carried through to the end consumer with a
sparkling Soaked in Luxury shop concept. Consumers
will discover an interior design that is
IC Companys – Annual Report 2008/09
luxurious, modern, thoroughly international and
uniquely Soaked in Luxury. The colour pallet is
exclusive black, pure white, luxury gold and diamond
light. The sparkling concept is of course
responsive to the high streets’ demand to flexibility,
hence all furniture are movable.
In the financial year we have entered wholesale
business in Ca-nada and the UK with a successful
start and already a significant turnover. The
focus goal of the financial year was to enter
more department stores and this has been fulfilled.
E.g. are Soaked in Luxury products now to
be found in the popular department store “The
Bay” in Canada. More department stores have
also joined in e.g. Bijenkorf in the Netherlands.
Retailwise we have opened 6 Soaked in Luxury
shops shared among Denmark and Belgium in the
financial year, leaving us with a total number of
18 shops distributed among Denmark, Finland and
Belgium. Wholesalewise the brand is sold to approximately
500 doors divided between 17 countries.
Revenue 2008/09
DKK 117M
Growth 12%
25