Brand portfolio

Premium brands

The Group’s portfolio comprises the three Premium brands; Peak Performance, Tiger of Sweden and By Malene Birger which form the strategic core of the portfolio strategy. The three brands all operate in attractive markets offering significant growth opportunities and earnings potentials.

Peak Performance has been a part of the Group since the Group was formed through a merger in 2001. Tiger of Sweden was acquired in 2003 and during that same year, IC Group (former IC Companys) founded By Malene Birger in cooperation with the creative designer behind the brand name.

All three Premium brands have since they became a part of IC Group generated solid revenue growth and good earnings. The three brands also have a high degree of brand awareness in their Nordic core markets and are, furthermore, considered to hold significant international growth potentials.

The total revenue of the core business for 2016/17 amounted to DKK 2,349 million. Peak Performance generated the largest revenue share followed by Tiger of Sweden and then By Malene Birger.

Other brands

The two other brands in the Group do not utilize the Group’s central infrastructure functions and operate completely separated from the rest of the Group. Both brands can be divested in the future and are therefore considered as investments.

Saint Tropez is a Fast Fashion brand for women and is thus operating in a market outside the corporate strategic focus.

Designers Remix is a Premium brand for women and is partly owned (51%) by IC Group A/S.