Anyone who has travelled in recent days on Copenhagen's Metro cannot have failed to notice from the ubiquitous advertising posters that Swedish women's fashion clothing chain Gina Tricot is opening its first store in Denmark, and 100th overall, in the trendy shopping street Købmagergade.
Gina Tricot, a family run firm operating from the town of Borås in Sweden, has been in business with its own brand and clothing designs since 1997, and already has a presence beyond national borders in Norway and Finland, reports Business.dk
Now it's Denmark's turn, with a total of three stores to open here during the autumn. Gina Tricot's business formula, which has enabled the chain to reach reported annual revenues of over SEK 1.5bn (USD 234m), is to keep its affordably priced collection constantly updated with new offerings. This ever-active process of renewal means that there is always something new to see in the shop, no matter how often one visits the store.
Michael Skou of Retail Institute Scandinavia told Business.dk: "It means that customers always have a good reason to go into the store. It generates masses of traffic and encourages customers to call back frequently."
In Denmark, Gina Tricot will be up against the likes of H&M, Vero Moda and TopShop, but spokesman for the Swedish firm Victor Appelqvist is unconcerned at the prospect. "One can argue that there is always space for competition, and we think we do things better than our competitors. It's simply up to the consumer to discover it," he commented to Business.dk
Gina Tricot is named after its basic collection of T-shirts and tops fashioned from a soft but sturdy material called 'tricot', a plain warp-knit fabric created from fibres and fibre blends. The company's clothes are manufactured in Europe and Asia.