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1987 1988
Getro A/S was founded in 1987 with a keen focus on street inspired sportswear and boxing gear. Georg and Troels were the two dentists that gave their names to the abbreviation GETRO, as they helped invent the first industrial produced boxing mouthpiece in Denmark, creating a dental guard with the unique feature of being able to be fitted to its owner.
In 1988 Getro commenced another collaboration with a sports and fashion brand, as a distributorship on Fred Perry was established. Fred Perry himself guested Getro at least once a year through his lifetime, carrying each time, his friendship and a special interest in the joint effort of developing and positioning his brand in Denmark.
Alongside the production of sporting goods, Getro also began importing Converse all-star, an at the time unknown shoe brand on the Danish marked. This collaboration took the shoes and turned them, from an obscurity outside of basketball, into a fashionable street brand, enjoying, to this day, a strong credibility rooted within old-school street-basket.
1987
�This organization and the congenial portfolio reflect the core of Getro, chiefly being the ambidextrous ability to toggle both sports and fashion with a long-term perspective. Getro started 1987 with the purpose of bringing out the quintessence of what we work with, 27 years later we can thankfully still state that we stay true to that purpose.� CEO & FOUNDER
PALLE RASMUSSEN
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2014 Today GETRO a/s is one of Denmark’s leading agents of vintage/heritage wear with clothes sold by 100 partners Denmark by offering a special setup and a very competitive brand portfolio. We strive to ensure the highest profit, stock turnover and earning for our wholesale partners by offering a flexible and complementing collection flow that guarantees an ever-changing and updated selection of trendy, high quality clothes at very competitive prices.
1991 In 1991 a partnership with Arena swim wear was initiated, which strengthened the roots of Getro, reigniting the heritage of sportswear. This branch was nurtured furthermore in 1998 when Oglam, the renowned sports bras manufacturer, was added to the portfolio of brands.
2003 Along with the divisions of brands a detail section was added in 2005 with the establishment of Fred and the legends, which over the years grew to a chain of 3 stores, all paying homage the legends that have arisen from this history. These stores are located on Vesterbro and Frederiksberg, in Copenhagen, as well as Ă…rhus in Jutland.
In 2000 55DSL suggested a collaboration, which along with the initiation of a collaboration with Alpha industries led to the current structure of the organization, where a strong segmentation between the sports division and the fashion division has been made.
2000
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HENRIK LYKKESTEEN
BOARD MEMBERS
Executive MBA - AVT Institute of Executive Education
Henrik Lykkesteen has worked with digital strategies and communication for 20 years both in startUps and different industries latest as CMO at Saxo Bank where he recently developed and implemented a new strategy for brand and client acquisition.
MICHAEL ZIEGLER
Master of Laws, University of Copenhagen
Michael Ziegler is head of the practice area Insolvency Law. In addition, Michael Ziegler advises businesses, for example about corporate law, the drawing up of contracts, directors tasks, etc. Since 1988, Michael Ziegler has lectured on insolvency law at the Danish Bar and Law Societys courses for junior associates, and in this connection he has been in charge of the examination on the subject.
LARS BO JØRGENSEN State-auth. public accountant
From 1985 - 2009 Lars Bo Jørgensen have been at the accounting and advisory company KPMG, where he for more than 15 years have been a partner. Lars Bo Jørgensen was in the period 20092012 co-owner and director of the fashion company Benedikte Utzon since 2009, consultant at Carpe Diem Consult ApS, which provide accounting assistance and financial advice. Boardmembers at Hosta Properties A / S
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PATRICIA QUITZAU PBA pr & marketing KEA
MAIN FOCUS AREAS FOR OUR BRANDS IN 2015?
STOLT TEKNISK PARTNER AF RED BULL CLIFF DIVING WORLD SERIES Københavns operahus - den 22 juni 2013, med start kl. 14.00
” Our focus will be on the end-consumer, we want to build a relationship from our brands to our consumer, we focus on storytelling and feelings trough the social medias”
EVENT OVERVIEW 2014 TRIATHLON | KRONBORG ARENA . Mainsponsor Red Bull Cliff World Series | Operaen Copenhagen LEN European Short Course Swimming Championship | Herning Swimming Clinic Lotte Friis REPLAY x SMAGAZINE REPLAY ONE OFF | SCOOP MODELS
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M A R K E T I N G D E PA R T M E N T
A dedicated and result-driven woman with a background in fashion, communication, PR and event management. Experienced in working with leading brands within all four areas. Primary focus is on always delivering great results and exceeding customers and colleagues’ expectations. Posses excellent interpersonal and communication skills and have the ability to develop and maintain mutually beneficial internal and external relationships.
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WHO ARE REPLAY AND WHERE ARE WE GOING?
There is a lot of history behind denim, jeans and their inventors. Replay, an Italian clothing brand, was founded by Claudio Buziol in 1978. Jeans? No, this was not his chosen domain initially. He was at first charmed by the vintage shirt. It was only in 1989 that jeans seemed to be an obvious addition to the brand. It was then that Replay Jeans became a cult. The brand is now everywhere, catering to the needs of men, women, and children. Replay Jeans know how to accessorize to the rhythm of the years, the months, and the days. Always a few steps ahead, pioneering the trend, Replay walks like an Italian on every continent. The company’s mission has always been to excel in its innovative style, characteristic Italian design and superior quality of its products; the skill and expertise gained in the production of denim, in particular, is a special, unique asset to the Group. REPLAY takes its name from the concept of “re-making”, “re-creating” and “re-elaborating”, which appealed to its founder Claudio Buziol when he saw the word come up on his TV screen during a football match. This iconic brand has developed and evolved along this theme since its debut, taking the best of the past and giving it a contemporary twist. REPLAY is the Italian denim and smart casual-wear brand that brings all over the world its authentic and contemporary style. How to relaunch REPLAY on the danish market? We want our end-consumers to get a personal relationsship to the brand, we want them to get af connection and relation that fits the identity of the brand and the danish market. Furthermore we wish to provide our wholesalers with the best service, We strive to ensure the highest profit, stock turnover and earning per square metre for our wholesale partners by offering a flexible and complementing collection flow that guarantees an ever-changing and updated selection of trendy, high quality clothes at very competitive prices. We do this by: • Making high quality fashion clothing at an affordable and market- leading price. Leaving the customers with a feeling of getting a lot more than they paid for is the cornerstone of our business – we call it value for money. • Always spotting and following the latest fashion trends and making sure that our consumers know that they will always find the latest top 10 trends in our stores. • Offering high mark-ups, ranging between 2.6 and 4.0. The high mark-ups in combination with a high rate of stock turnover are the key foundation of a high gross margin.
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MIGUEL CALDERON
MATHIAS KASTRUP
Past : Jack & Jones NOOS Team BESTSELLER
Past: Assistant store manager and buyer SAMSØE & SAMSØE
Lead | Motivate | Develop a international sales team of 35 NOOS specialist across Europe and Canada | Develop sales talents to professional sellers | Influence the team in a direction of denim trends | individual sales strategy for each country
My Job description is sales, customer service and take necessary measures to resolve any problem. Take care of daily store operations and make sure that the Store and Company’s policies are followed. And any other duties related to the management of the Store.
OUR GOAL 2015: 8.000.000 ( 1.000.000 € ) Estimated Budget 2015:
Estimated Budget 2016
Estimated Budget 2017:
Total: 8.000.000 kr (1.200.000 €) 100 customers
Total 10.000.000 kr (1.500.000 €) 120 customers.
Total: 13.000.000 kr (2.000.000 €) 150 customers
Mens: 6.000,000 kr (800.000 €) 90 customers (indsalg + supplering)
Mens 7.000.000 kr (1.000.000 €) 100 customers (indsalg + supplering)
Mens: 8.000,000 kr (1.200.000 €) 120 customers (Indsalg + supplering)
Womens 3.000.000 kr (1.200.000 €) 20 customers (indsalg +supplering)
Women 5.000.000 kr (700.000 €) 30 customers (Indsalg + supplering)
Women 2.000.000 kr (400.000 €) 10 customers (indsalg + supplering)
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PRESS E VE N T S
#STRETCHYOURLIMITS
Replay changes the rules of denim by stretching the limits of the manufacturing process, then brings the concept to the fore by launching the Replay Hyperflex collection, an innovative product where the stretch denim experience attains smart new heights. Our danish customers will see this line at the press-event in our copenhagen based HQ. We want to take responsibility by taking better care of the people and the planet we are depending on. We wish to protect the health of our planet and improve the conditions for the people who contribute to the making of our products In the end we want to make our consumers proud and give them value for money. We work proactively, challenge the existing technologies in order to find new energy-saving production methods and we choose the best suppliers and work in close partnerships. We are continuously working on improving in every field and we want sustainability to be an everyday part of our processes and a part of the environmental solution. It’s very important for us that our customers get this information.
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OUR VISUAL IDENTITY IN THE DETAIL DEPARTMENT.
W O M E N S W E A R | D E TA I L
High end shop, Trois Pommes - Hellerup
High end shop, Leah Maria - Charlottenlund
Shop-in-shop Suite | Illum - Copenhagen
Karing Winther - Charlottenlund Online shop - Stig p.
WOMENSWEAR | ONLINE
Youheshe - online shop
Nue notes - online shop
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OUR V I S UA L I DENT I TY I N T H E DETA I L DEPA RT M EN T.
M E N S W E A R | D E TA I L
High-end shop - DANIEL, Holte
High end shop, Troelstrup - Copenhagen
Magasin - Kgs. nytorv
Online shop - Axel - High-end.
MENSWEAR | ONLINE
KAUFMAN online - high-end
Online shop - Pede & Stoffer - Mix high-end
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T H E B RAND POS ITION ON T HE DANISH JEANS MARKET.
Our salesteam will focus on keeping the ’new replay’ in this position on the danish market. We have alot of competition from many other jeans brands, but with the right intuition and understanding for the brand, hopefully we will keep this place.
HIGH-END
MAINSTREAM
TREND
LOW-END
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OV E RV I E W
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TI MA TE
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BU DG ET
“We expect, after a poor 2014, to increase the market in the next three years. Reaching 13.000.000 dkr turnover in 2017 on REPLAY. - For that we need excellent people, commitment, talent, support from REPLAY, And investments,. And the will to do what we say we will do.” CEO & FOUNDER
PALLE RASMUSSEN
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2015 Total: 13.000.000 kr (2.000.000 €) 150 customers
Total: 8.000.000 kr (1.200.000 €) 100 customers Mens: 6.000,000 kr (800.000 €) 90 customers (indsalg + supplering) Women 2.000.000 kr (400.000 €) 10 customers (indsalg + supplering)
Mens: 8.000,000 kr (1.200.000 €) 120 customers (Indsalg + supplering)
201
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To (1. tal 1 12 500 0.0 0 c .00 00 us 0 € .00 Women 5.000.000 kr tom ) 0k M (700.000 €) r ers (1. ens 7 . 0 30 customers (Indsalg + supplering) 10 00 .00 0 c .00 0.0 us 0 € 00 tom ) W kr ers (1. ome (in 20 200 ns 3 ds cu .00 .00 alg sto 0 € 0.0 + me ) 00 su rs kr pp (in ler ds ing alg ) +s up ple rin g)
2016
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WHO ARE REPLAY AND WHERE ARE WE GOING?
We have over the last years, been able to grow the market in DK. We have been able to establish Arena, as a key brand in Sport Master and Sportigan, and have an open door to Intersport. The price have been, that our margin goes down year after year, and the pressure on margin, and lack of loyalty from chains, goes up. In 2013 we used all our bonus from Arena on keeping Sport Master at the table. It is not possible to continue this way..... In the world of today, and in the world that we expect coming, we see people shop where they are. On mobile, on net, at clubs, special shops, pools, ect. We have to turn our business into that direction, not leaving chains or sport shops behind, but turn new channels into customers instead of drop zones. At the same time, we have to develop new segments for Arena. - And keeping hard focus on it. Our new segments is:
1. Triathlon 2. Pool sides. 3 Fitness We hire a person to take care of clubs, triathlon and pools. Our service team of Victoria and Cille, who have used their time on helping shops, will be directed towards pools and special shops.
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TRIATHLON UNIVERSE
OUR GOAL 2015 35000 €
TRI SUIT CARBON-PRO
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PATRICIA QUITZAU The PR & Marketing responsible in GETRO wants to make a strategy for 2015 that includes a more direct and personal communication with the customer. “our customers have to have a personal relation with our brand� That includes a facebook page and an instagram account hosting competitions, creating the perfect universe and thereby give the customer a relationship to the brand.
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S ES S TN U FI C FO
2015 2016 2016 20000 € 30000 € 40000 € POTENTIAL CHAINS TO WORK WITH
80 chains
We plan to put a big effort in getting the fitness-line in to the danish market. We’ve considering making a sponsoring deal with the biggest fitness-chains in Denmark. Offering the staff the clothes and selling the products in their centres. We want to show the customers what we can.
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OV E RV I E W NUMBERS
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“We expect, after a poor 2014, to increase the market in the next three years. Reaching 17.000.000 dkr turnover in 2017 on Arena. For that we need excellent people, commitment, talent, support from Arena. And investments, and the will to do what we say we will do” CEO & FOUNDER
PALLE RASMUSSEN
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SDK
Working with now
79
Potential customers
100
IDK
SPT
45
65
80
OTHER SV. SPEC 12
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TRI. SPEC
POOLS
CLUBS
CLUBS TRI
FITNESS
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3
7
9
0
0
4
7-10
470
250
85
80
Goals 2013
853.000 €
226.696€ 274.196€
161.930€ 180.000€
6000€
155.233€
1.857.055
Goals 2014
400.000 €
230.000€ 280.000€
190.000€ 170.000€
15000€
131.000€
1.416.000
Goals 2015
410.000 €
300.000€ 250.000€
170.000€ 200.000€
35000€
250.000€
200.000€
50.000€
20.000€
1.885.000
Goals 2016
410.000 €
330.000€ 240.000€
180.000€ 220.000€
40000€
275.000€
220.000€
55.000€
30.000€
2.000.000
Goals 2017
420.000 €
380.000€ 380.000€
200.000€ 240.000€
45000€
300.000€
240.000€
60.000€
40.000€
2.175.000
2015
1.885.000 € 201
PLEASE NOTICE; Sportmaster kept in NOS program. Seasonal is challenge with yearend discount. Intersport framedeal is aiming to give positive attitude to new members on seasonel. We keep NOS and expect to come back with orders Sportigan expect to keep buying on individual level, but with no marketing campaign included.
2.000.000 € 2016
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nter 2014
o sweat o hue
handler: +45 3886 1477
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1911
FILA blev født i 1911 i en lille by i Italien ved navn Biella 1911, en by der var kendt for deres frodige landbrug og fabrikken leverede materialet til arbejdernes uniformer.
1926
1973
var året FILA gennemgik sin store forandring. Fabrikken vidste at hvis den skulle overleve var den nødsaget til at fornye og forandre sig. De blev nød til at forstå markedet, moden og tiden - De havde redskaberne, maskinerne og teknikkerne til at producerer revolutionerende sportstøj og her blev FILA.SPORT født.
FILA familien specialiserede sig i produktion af undertøj til mænd.
1968
Efter en lang periode med økonimiske problemer i valgte Fila familien at give op og videregive ejerskabet og lederrollen til en af virksomhedens managere - En der ikke var en del af familien, Enrico Frachey, Var året hvor FILA’s sports eventyr for alvor blev en der forstod værdierne og missionerne i skudt igang og firmaet blev verdenskendt over hele fabrikken og dens produkter. verden.
1974
FILA og fabrikken i Biella blev verdenskendt som de første i verden til at producerer en ’ribbed cotton t-shirt’ denne t-shirt blev produceret på de samme maskiner og med den samme teknik som blev brugt på deres hidtil produrede bokseshorts. Disse t-shirts var også de første til at bære det velkendte F-Box logo.
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1976
Alverdens tennisspillere var facinerede og glade for den tekniske og rigtige polo inklusiv BJÖRN BORG der i 1976 vandt Wimbledon iført den ikoniske t-shirt der for alvor satte gang mærket og dens udvikling.
RE-LAUN FILA | DENMARK | 2
Efter dette .... Fortsatte FILA sin konstante udvik-
ling og søgen efter at være de bedste på markedet, ikke kun indenfor tennis men også indenfor et utal af andre sportsgrene rundt om i verden.
1999 DISTRUBTER TIME! - Hvem havde ikke et par..
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F I L A | REL AU NC H |2 0 1 4 .1 5
Annonce COVERMAN November 2014
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Den populærer TV-darling Jes Dorph iført FILA trackjacket.
Artikel Fashion Forum Modeugen 2014
Bloggeren Little Ken Fandt over Ebay den klassiske model og skrev på sin blog at hun mente at denne sko ville få sin revival snart.
Sommerens bedste og fedeste sneaks ’Klassiskerne’. FILA basket boot.
Per Frimann i Go’morgen Danmark iført den populærer Pedro strik.
Den populærer Distruptor fotograferet under modeugen i KBH.
Den populærer Distruptor fotograferet under modeugen i KBH.
Frederik Løcthe er sponsoreret af FILA tennis
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RIHANNA ser NBA iført basket cap fra Fila
Rapperen KIDD elsker FILA og er her iført VINTAGE FILA i sin musikvideo.
Frederik Løchte under wimbledon.
USA’S BEDSTE BLOGGER ’HIGHSNOBIETY’ Skriver lang artikel om FILAS co-lab med monkey time
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SPRING SUMMER TWENTY FIFTEEN
AUTUMN WINTER TWENTY FOURTEEN
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