Kopenhagen Fur Launches a New Strategy

Kopenhagen Fur has launched a new company strategy. The focus of this strategy is to spread more fur to shops thereby increasing the overall sales.

For several years Kopenhagen Fur has been providing inspiration and innovation through the creative centre of Kopenhagen Studio. With this new business strategy Kopenhagen Fur will try to get more products to the shops. The new strategy will be carried out by the establishment of a new department currently titled 'New Bizz'.

The purpose of 'New Bizz' is to bring fur into more fashion shops and to increase the overall sales. Torben Nielsen, Managing Director for Kopenhagen Fur, explains:

- It is rare to see fur in shops other than fur shops. If you do see it, then it is as trimmings and we think that this is a shame.

New areas of fur design

 The head of 'New Bizz' will be Patrizia Venturelli Christensen, who thereby changes her role at Kopenhagen Fur from Marketing Director to Commercial Director. Kopenhagen Studio will continue under new management.

Patrizia Venturelli Christensen's first assignment will be to get 'New Bizz' up and running.

-With Kopenhagen Studio we have gained a lot of knowledge and innovative ideas. This meant that we discovered a niece in the market for fur accessories and home wear.

It is no coincidence that these are the two areas that Kopenhagen Fur will focus upon. Three years ago two new categories were introduced to the design competition, the Golden Fur Pin. The categories were accessories and home wear and have subsequently received a lot of attention.

-We have had a lot of people who have asked us where they can buy these products. I would like to give them an answer and direct them to shops in Denmark and other countries, says Patrizia Venturelli Christensen. 

Business to business

 'New Bizz' is partly a result of these many requests. There aren't a lot of manufacturers who produce fur accessories and home wear. Kopenhagen Fur will try to encourage this industry from within.

-We launched 'New Bizz' to help the fur industry in the development of new products. The industry needs someone to push accessories. With 'New Bizz' we want to increase sales by complementing the current market with fur products that aren't yet available. This means that we want to help the market grow, says Patrizia Venturelli Christensen.

'New Bizz' will launch fur accessories and home wear design. Production will be commissioned from the outside which will create new job opportunities in the sector. 'New Bizz' will sell B2B and B2C under our own brand but will also deliver high quality, customized products for private labelling. Put in another way any furrier who wishes to complement his or her collection with customized, high quality products will be able to do so. They will be able to choose from a wide range of designs and then order them from 'New Bizz'.

-We have tried to influence the industry from the outside for a long time. Now we will try to influence the industry from within, Patrizia Venturelli Christensen says.

Front runner for the industry

The point of 'New Bizz' is to introduce new and innovative fur design products to a different public. Kopenhagen Fur also wants to complement the current offering in fur shops and hope that 'New Bizz' will attract new customers. With Kopenhagen Fur as front runner Torben Nielsen hopes that the industry will follow.

-We have the resources, the will and the expertise. Because of this, you could almost say, we have an obligation to be the front runners. We can afford to make a large scale effort in this specific area of the industry. We wouldn't do it if we weren't sure we would succeed.

Patrizia Venturelli Christensen feels confident that 'New Bizz' will be a success for a very simple reason:

-We believe in 'New Bizz'.