Danish brand Redgreen expands in the German-speaking market. We talked with Anders Vedel, CEO of Redgreen, about Redgreen’s future plans and what news is in the pipeline.
In Denmark Redgreen has long been a household name. The brand was created there in 1983 by Bent Krebs. Why now the decision to gain a foothold on the German-speaking market?
First of all, we believe in the German market, which is known to be the largest and therefore also the most interesting in Europe. Redgreen has already been successfully represented in Germany. We wanted to give the brand time to develop. We have carefully expanded our product portfolio into a complete concept and when the women's collection is introduced in summer we will be represented in all lifestyle categories. It is simply the right time.
Can you tell us briefly what Redgreen stands for and which customers should feel addressed?
Our customer is basically about 35 years old, sporty and loves nature even when he is in town. He receives from Redgreen well-kept sportswear that was produced under care of nature at a reasonable price. Thus we speak to Redgreen the upscale specialized trade that is looking for new impulses in our genre.
What about the distribution? In which stores do you see Redgreen? What about the online shop?
With the agency Wiedbrauk, we have found a partner in Germany who maintains long-term contacts with suitable customers. We will think about online when the time comes. We in Scandinavia are very Web-oriented anyway.
What are your next plans with Redgreen?
As already mentioned we will come up with a ladies’ collection in summer to complete the assortment. Then, step by step, we will push the internationality of the brand. We are also working on optimizing our communication to highlight our brand values.