By Malene Birger is a contemporary, premium brand renowned for creating powerful clothes for feminine and inspired women. Whether it’s the ease of the cut or the quality of the embellishment, each and every piece encapsulates a sense of Danish values and way of life—always with a touch of playfulness and decadence.
The team of designers well understand that a busy women doesn’t have time to fret about what to wear. It’s about knowing that you can rely on your clothes to see you through a day of meetings, travel, entertaining, mothering and more—basically a non-stop, ever-changing environment.
By Malene Birger also appreciates that what you wear can help you be taken seriously both in and out of the office—though that doesn’t mean you have to look dull. Indeed, by enhancing your unique approach to style and capitalizing on your assets, a great wardrobe combines both power and desirability without skipping a beat.
The brand was founded in 2003 and since then, it has enjoyed continuous progress and achieved recognition on the international fashion scene. Today, the brand is one of the largest female fashion brands in the Nordic region.
The brand will still focus on growth in the Nordic region in which it already holds strong markets positions in Denmark, Sweden and Norway. Combined, these markets accounted for 64% of By Malene Birger’s revenue in 2016/17. All three markets hold further growth opportunities – especially Sweden.
Besides the continued growth in the Nordic region, the target is to continue the international expansion in England – more specifically London – ranking with the highest priority. London represents one of the world’s largest markets within fashion wear and is a global focal point in terms of international fashion. Growth in London will still take place through both the wholesale channel and own e-commerce. The focus will be on developing the customer base and ensuring that By Malene Birger is presented in the right stores and department stores.
Apart from England, the Netherlands are also considered a focus market in Europe while Japan is the only strategic focus market outside of Europe at present.
By Malene Birger is working on strengthening the wholesale distribution across all markets through a targeted focus on selected key accounts. In the brand’s own channels the target is to improve the performance of existing stores as well as maintaining the positive e-commerce development.
Learn more and shop
To buy products or learn more visit the By Malene Birger webpage.