Wood Wood's growth strategy is denim-driven

By

Olivier Guyot

Published
Feb 29, 2016

Wood Wood's wardrobe features a mix of workwear-inspired pieces, iconic items appropriated from hip hop and contemporary, pared-down apparel. Founded in 2002 by Karl-Oskar Olsen, Brian S. S. Jensen and Magnus Carstensen, the Danish brand has managed to attract two types of customer.

First, it enjoys a presence among premium streetwear aficionados. The brand notably collaborated with Reebok on apparel, and presented an Adidas Boost shoe model in February. But it has also won over many directional retailers, which appreciate its Scandinavian style, offering three themes each season. As a result of this fusion, the brand is available in some 400 stores worldwide, 25 of them in Japan and 30 in the USA.

This year, Wood Wood is adding further weapons to its armoury. In spring it will give substance to Wood Wood Denim, the first signs of which appeared in November 2015. "It is an atemporal collection, drawing inspiration from styles typical of the early 1990s, explained Thomas Nissen, in charge of sales and distribution for the brand. It is part and parcel of our range expansion strategy. The line will allow us to reach new customers. For its first season, we have initiated about fifty accounts, and we are targeting about one hundred for Autumn-Winter. "

The brand is also developing a series of new products for Autumn-Winter 2016, including the launch of a men's and women's underwear line. The line will be priced between €30 and €35 and will feature specific packaging, as well as dedicated retail furniture reserved to multi-brand stores.

Wood Wood will also adapt its display inside multi-brand stores, with furniture featuring the line's colours, and it will develop its shop-in-shops, five of them in Denmark, and others in Russia and Bangkok.

With its product and distribution strategies, Wood Wood is planning a strong drive in its key markets: Benelux, the UK, Germany and especially Scandinavia. The brand recently opened a showroom in Stockholm and will inaugurate its second directly-owned store in Copenhagen in April.