While Filippa K may not be the most famous Swedish brand, it is one of the fashion labels that helped establish the iconic Scandinavian, minimalist look in the early 90s. Filippa K, known for his high-quality, well-fitting, and sustainable styles, has expanded across Northern Europe over the past 25 years, opening stores in cities like Stockholm, Amsterdam, and Berlin. With the return of Filippa Knutsson as creative director, the brand wants to continue its success story and become The most relevant Scandinavian brand on a global level. Filippa has not been in business for a couple of years, and many internationalization has happened in that time. But now, there’s an excellent opportunity to be at the forefront of the digital world and grow even more internationally. Knutsson came back to the company four years ago after realizing the brand was in danger of losing the course it had once envisaged and helped reorganize its internal organization. It’s great to have Filippa in the lead again. The brand was always best when it was at the helm. There is a real potential to expand further the brand and its collections – especially soft sports. The demand for athleisure and a growing interest in health and fitness has led to greater demand for the Filippa K sub-label, the functional, comfortable one that offers yoga and loungewear. The vision of making Filippa the “most relevant Scandinavian brand” stems from the firm belief that Filippa K is unique. Filippa K differs from most fashion brands today because it encourages mindful consumption through its minimalist and clean design aesthetic. The brand’s strong style signature has helped attract loyal fans in Sweden, Denmark, Belgium, and the Netherlands. Still, the company is interested in establishing a strategy to ensure Filippa K’s continued expansion; they see several opportunities for the future growth of Filippa K in Northern Europe, as the traditional retail sector today faces several challenges. Filippa K has reorganized his management team and downsized some of the “middle classes” to realign the business across Europe. Although the brand wants to be globally oriented, they do not want to spread the company too thinly to be present everywhere at the same time. That’s why the brand focuses on strengthening its presence at its main hubs. For them, their historical heart is in Stockholm. Filippa herself is based in London, and Amsterdam is the third central hub where they see great potential. That is also the reason why they invested in our fourth store in Amsterdam. Filippa K invests in both its online channels and its physical locations. However, to become the most relevant Scandinavian brand, Filippa K may compete with other Swedish and Danish fashion giants. However, the goal of “most relevant brand” cannot be achieved by competing with other brands – It’s about being relevant for consumers – it’s not enough to run two beautiful campaigns a year. It’s about being much closer to the consumer and having a weekly dialogue with them! For Filippa K to exchange ideas with both her current and potential new customers, the brand must be present where they are. That is why the brand is investing heavily in the expansion of its technical channels: We are trying to build a company that can generate profits online worldwide The company sees real potential in developing Filippa K into a digital brand with a solid physical presence in the real world. It’s all about having the right stores in suitable locations combined with the right kind of online presence. To improve its online presence, Filippa K started working with digital marketing companies. In addition, the brand has more than doubled its online markets in the past six months, from 30 to 65. They focus on expansion, paid marketing searches, paid social reach, and work a lot more with affiliates and influencers. The Scandinavian label will triple its investments in its online and marketing channels over the next year to consolidate its presence in its new markets. As a result, Filippa K restructured earlier this year to free up more resources for future investments. No money should be saved but reinvested in new channels. They will build a completely different presence online – not just on their website, but also where their customers are – that means for them to be a relevant brand. Filippa K will also improve its presence: by improving fulfillment skills, delivery logistics, customer service, and the overall customer user experience, Filippa strives to ensure that its online shop is as strong as its flagship stores. That’s another area where they need to be as good as global online multiplayer. They have to give consumers a reason to buy their products directly from them. But that increased focus on strengthening the digital arm doesn’t mean Filippa K will invest less in its physical retail channels. Filippa K has been online for a number of years, but their main focus was on the development of their stationary stores. Last year they caught up a bit online and were able to double their online sales in 2017. Their goal is to increase this 4 to 5 fold over the next couple of years. Online and brick-and-mortar sales are equally crucial to achieving the brand’s overall goal. The company is first trying to ensure that its online store is as efficient as its brick-and-mortar store. At the end of the day, it has to do with where the consumer is and how the consumer wants to shop. Aside from the established stores, the following two big areas to expand are London and Paris. Filippa lives in London,severally grew up there, strongly connecting to the city and the British market. The Scandinavian brand is also focusing on expanding its presence in Paris, where it is currently only represented at Galeries Lafayette: They have been in Paris for a very long time but now have the opportunity to do more. Filippa K has no concrete plans to open his shop in London or Paris but is looking for suitable locations. Filippa K and the team are focused on making products that never run out of fashion; for the time being, it is coming, and it will stand the test of time. Now she is investing more than ever in the company to ensure the collections are better than ever.