Fashion firm Marc O'Polo, which was founded in Sweden in 1967, aims to recapture market share in Denmark and be among the largest fashion brands in Scandinavia, writes national daily newspaper Berlingske Tidende. In the 1980s, the Marc O'Polo brand had a healthy slice of the Scandinavian market, a position the company aims to win back.
Head of finance and co-owner of Marc O'Polo Alexander Gedat says: "Our objective is to gain at least five per cent of the market for relaxed quality clothes in the whole of Western Europe, and that also applies to the Danish market. Our target in Denmark is to double sales and that will happen by means of new concept stores."
Last week the firm reopened a new flagship store in the centre of Copenhagen, and the plan is to open at least one flagship store annually in the largest Danish cities until Danish consumers spend an average EUR 1 annually on the brand. The store in Copenhagen is owned by Marc O'Polo, while the other stores will be run on a franchise basis.
"It is a lot easier for a franchise agent to find the right locations and the right people than it is for us to manage it all from Germany, comments Gedat. Ten years ago, Marc O'Polo's German agent Werner Böck acquired a major stake in the firm, and today owns 90%. The German market accounts for 60% of sales, which totalled almost DKK 2.2 bn (USD 460m) in the 2007/2008 financial year.
In addition to its flagship store in Copenhagen, Marc O'Polo is represented in 60 stores in Denmark including department stores Magasin du Nord and Illum.