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This year the Danish children’s fashion brand Molo celebrates its 15th anniversary. The Scandinavians are constantly selling successfully worldwide with a presence in over 40 countries. We talked to CEO Mogens Jepsen about the company’s recipe for success and future plans.
You are celebrating anniversary. What was the intention behind the company foundation?
Molo’s journey sprang out of curiosity and a drive to radically change the existing children’s fashion world, which was, in 2003, less vibrant and colourful. It was time for a change. We wanted to show that kids could also wear strong colours and prints because we appreciate that they help give character to even the smallest personalities. This is why prints are so vital to Molo’s collections. As this year marks Molo’s 15-year anniversary, we strive to continue to be the brand that provides “favourites” for every child’s closet but never at the price of function and quality.
How long did it take you from the planning stage to the implementation of your first fashion collection?
It all started with the first collection in 2003, where a jacket with sewn-on knit pockets shaped like mittens made every childish soul go weak in the knees. The collection took around 7-8 months to develop. Two years later, in 2005, the first baby collection had its debut.
What materials do you use to manufacture your clothes? What must be considered when producing children’s fashion?
All of Molo’s iconic all-over printed textiles in jersey plus a lot of new additions such as knits and tights are all certified in accordance with the global OEKO-TEX® Standard 100. All technical outerwear with waterproofing properties is free of PFC. This means the products never contain chemicals or harmful substances that are detrimental to the health of the children. In a recent independent survey where 31 out of 34 children’s brands failed, Molo came out as a clear top-three test winner. We believe in clothing designed for real life, not just special occasions. It has to stand up to wear and tear and parents praise the high quality. Children need clothing that allows them to move freely, express themselves openly and fearlessly explore a world of delightful possibilities.
How do you stand out from your competitors?
Molo offers a comprehensive range of kidswear from swimwear to outerwear, from basic to high-fashion, in a size range from 0-16 years. We have been able to keep our prices, and Molo is famous for the quality of our products that always surpasses expectations. Due to high investments in creative people in our organization, we have managed to make every new collection substantially better than the previous and hereby giving our retail customers 15 years of straight consistency. We always support our retail customers and our delivery times are unmatched, making Molo a profitable long-term investment.
Which market is the most profitable for you?
Molo offers affordable fashion for kids, and our collection is selling well worldwide with a presence in 40+ countries. We service more than 750 of the world’s best and most prestigious retailers and has built a strong foundation internationally.
Which markets would you like to develop in the future?
Fashionable clothing for kids is an ever-increasing market and one which is becoming more and more important to the industry. We see a lot of growth potential in all markets, and Molo is on a steep growth wave. We are not a mainstream supplier but an innovative brand that always delivers something new, unique and high-fashion.
What do you think of influencer marketing? Would you consider working with bloggers and influencers?
We frequently work with influencers, and when we do so, we always look for someone with the right identity for the brand and something on their heart to make the collaboration reliable. An important advantage of influencer marketing is that we work with people who have already earned respect from an audience, and most consumers are willing to see or hear a review from somebody they respect.
What’s behind the special anniversary collection?
This season Molo is celebrating its 15-year jubilee. 15 years of creating favourites for every child’s closet but never at the price of function and quality. To mark Molo’s 15-year jubilee, we launched a unisex capsule with a statement: To look up from our electronic devices and be present. To get lost in time and to meet new people on our way. It is about things taking time and creating lasting memories. It is time to be present!
What kinda plans do you have for 2019?
We will continue to expand our marketing efforts globally, and Molo has a high-profile collaboration coming up that we cannot wait to share with you but unfortunately, we have to stay secretive for now, but it is sure to cause a stir. We have an ever-expanding collection of denim that we have an increased focus on with a separate denim campaign and images. We are also starting to introduce more capsule collections with shorter delivery time, so we can continue to deliver news that is relevant to the season and the weather.
What role does the German play for your brand?
Germany will always be our closest friend south of the border and holds a special place in our hearts. We will soon open a new, spectacular shop-in-shop in KaDeWe!
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