The Book of RICE - Sales Portfolio

The Sales Book of Funkiness

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Contents: The RICE Story

Once upon a RICE About RICE RICE around the World Shops around the World

The Collection and Catalogues

RICE Collections and Catalogue Dispatch Showroom Events RICE on the Web Listen Louder, RICE on Facebook The Press and RICE The RICE Cookbook Meet us at...

CSR because We Care CSR and Our Business CSR Update Business is full of Hope

Lets Talk Products

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Melamine Info Italian Tableware Product Categories

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How it all began

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Once upon a RICE...

The idea of RICE started after a long lunch in the French countryside with Charlotte’s old school friend, Hans, who was based in Thailand and already working with homewares. RICE was established in 1998 when Charlotte and Philippe moved back to Denmark with their newborn son, Max. They had with them a good idea – to sell some of the things Hans could get made and some items produced in Madagascar from their base in Denmark. Since then, their lives magically transcended into a world of colours and fun.

Why RICE

Many people ask why we are called RICE. In fact it was our Danish/Thai partner Hans who got the initial idea for this - RICE is a basic survival product for many people in the world, and especially in the Third World. This appealed to us. In fact many people working in Madagascar is given a bag of RICE as part of their wage package.

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r py u o l Co lf Hap rse You

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The RI CE fami ly get to gether to party!

The RICE story RICE is a Danish homewares and accessories company. We are known for our colourful melamine, handmade baskets,storage and for our hand glazed Italian tableware. Our designs are inspired by “the good old days”, are very down to earth and with lots of details.

We hope to colour you happy when you are washing, cleaning, baking and relaxing in your home. We have a big heart and strong social ethics. As a result, we were the first company in Denmark to have obtained the SA8000 accreditation for our special projects around the world. Our wish is to surround you with homely objects – that are still fun, funky and functional.

We’ve come a lo ng way! from our first printed hand outs, to the first ever RI CE catalo gue

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nky u F ay

r e v e For

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RICE around the world...

RICE is constantly expanding, moving into more countries, spreading fun, funkiness and colourful functionality in many stores across Europe and the rest of the world.

We have showrooms in Sweden, Germany, Holland,

France and Denmark. We have distributors in Greece, Israel, Japan, Singapore and New Zealand, and we sell our products in more than 30 countries.

In 2011 we launched our very first RICE concept shop in Neal’s Yard, Covent Garden, London.

Employees:

We have 34 employees in RICE Denmark (Funky Head Quarters), 12 employees in sales offices around Europe, 2 employees in India and about 70 employees in RICE Thailand.

Suppliers:

We have suppliers in Thailand, India, China, Madagascar, Taiwan and Italy.

The amount of suppliers vary from collection to collection. There can be up to 40 different suppliers connected to one collection.

At Headquarters: Director: Søren Laursen

u L et us help put yo ! on the R ICE map

Founder: Philippe Gueniau Creative Director and founder: Charlotte Hedeman-Gueniau Marketing Manager: Lars Richter Logistics Manager, CSR responsible: Claus Skov Sales Manager: Lene Feldt Account Manager: Birte Christensen Stock Manager Pia Slot Andersen

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Start-up date: 1998 Legal status: A/S Share capital: 1 000 000 DKK Chairman: Philippe Gueniau Board: Professional board of Direction

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ow n l l o F r Ow You ern Patt

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M agas in. Denmark

Ar mstrong Ward. UK

Coco. G er many

Corner Store. Australia

Markevien. Norway m. S weden Bertholdsso n & Hol

Bijenkorf. Holland

Loft. Japan

Shops around the World

“Bein exper ity as Gibso

From Denmark to Tokyo, RICE has offices or has representation in more than 30 countries. Our dealers create the most compelling shopping experiences. We are dedicated to working with the best dealers who are passionate about RICE, who are creative and have high standards. RICE is a fun and funky brand - we love the way our dealers interpretate this message in their stores....

RICE most are d best c help u

Le panier d’Eglantine, Nancy France

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Vinegar Hill, Bristol

Du Coq à I’ane Le Havre, France

Smilla, Rougen, France

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The Catalogues and collection overview

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RICE Collections We make two major collections each year, Spring Summer and Autumn Winter, and two smaller ones, High Summer and High Winter. Furthermore we make a special collection of our lovely Handpainted Italian Tableware each year.

For every collection we make a catalogue where we present the current collection of RICE items.

Dispatch: SS

HS

AW

HW

Spring Summer

High Summer

Autumn Winter

High Winter

November

March

May

September

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e it k a Sh he up t E way!

RIC

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Images from ouryou” n “L et me entertaien t 2011 G old Customer ev

Showroom Events We hold events in our showrooms every season in Denmark, Sweden, Germany, and France. Twice a year RICE invites Platinum and Gold customers from all countries to an exclusive presentation of our new collection at our head office. As part of this event guests are invited to a private dinner party in Charlotte and Philippe’s home.

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E ne C I R Shi and

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RICE on the WEB At www.rice.dk you will find the fun, funky and fabulous world of RICE. Of course you will find all of our lovely products, but as a dealer you are also able to order directly online. Furthermore, we have a funky section of the website dedicated to Charlottes favorite links and lots more.

Shopfinder

We have a shop finder on our website aimed mainly at the end consumer. For stockist to be listed, they will have to buy for 8000 EURO and over a minimum of 100 lines of RICE a year. For further information please contact your RICE sales representative.

Dealer login

At RICE’s dealer website you are able to order RICE products 24/7, go to our imagebank to browse RICE pictures, go through your backorders or send a claim.

Funky Newsletter-sign up

At RICE.dk all RICE fans are able to sign up for our newsletter. This newsletter addresses our end customers and contains fun, funky and valuable information about our brand and products.

By sending out this newsletter we aim to create even more awareness of our brand and ensure that RICE is at the top of their mind.

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Listen Louder...

When we launched RICE on Facebook last year, we were amazed at how quickly our fan base grew and how many people started interacting with our content and even adding their own.

Fans are posting pictures of their shops, their homes, of how they use RICE and how their children do too. Facebook is a great way to share our news and what goes on behind the scenes at RICE. For example at RICE every Friday is a Funky Friday at our office. In Denmark we celebrate by having sandwiches brought in for lunch.

In our London store, they play funk music and customers can save 50% on our Funky Friday product.

On Facebook, we celebrate by sharing music picked out by someone from RICE. It is so much fun sharing RICE with a growing community of people, who all are as enthusiastic about RICE as we are. We are building a RICE Tribe‌.or maybe it is building itself. No more grey days!

Just Magic Mondays and Funky Fridays.

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l y... o o C d Cos an

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ermany In 2010 G million 69 received ressions RICE imp

In 2010 RICE was present in 237 publications in Germany alone......

The Press & RICE Rice has a good relationship with the press, and although we do not measure our coverage in all our markets, we do know that we are most popular with the titles targeting the female reader and the ones with focus on Living, Interior decorating, Lifestyle, Food and Family.

Rice has an enormous database of editors and stylists and bloggers, all of whom have access to all of our images via our imagebank and who have Rice accounts so they are able to loan products for their photo shoots. For every season we create press packs that contains our catalogues, thoughts, inspirations booklets and samples, which we send out. With some key titles, we arrange press meetings and press events where we present our new collections and discuss coverage throughout the year.

Rice has become a key inspirational brand to the interior stylist world and as a result, Charlottes & Philippe’s house, as well as homes of other employees of Rice, have appeared and continue to be featured in magazines, newspapers and interior design books.

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Funnky Fu ulous Fab

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er yday Magic” “EvELL E DECORATION 



“Cheerful and funky-

fresh new ideas to brighten your home” COUNTRY LIVING

al, n i g i r o & y k r i u Q “ t s e b e h t s g n i r b E RIC K U e h t o t n g i s e d of Danish EASY LIVING

”

“RICE brings a certain joie de vivre to the home” LIVING ETC

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RICE up your life...

When you become a part of the RICE family, you will notice that we are more than a brand, we are a lifestyle. Our homes are decorated with RICE, we drink coffee out of our melamine cups and bake pies in our hand painted Italian oven dishes.

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We light up our offices and our homes with RICE ostrich lamps and we cuddle up on our sofas with our RICE blankets. Everything about RICE is real, and when you start using RICE in your home, you will understand why Elle Decoration describe us as “Everyday Magic” and why we promise “no more grey days”. RICE products are so colourful quirky and happy, they really do cheer up your home.

Somehow emptying the dishwasher becomes more fun when it is full of RICE melamine.

Charlotte, our co-founder, is a keen cook and she has made 2 very successful cook books in Denmark.

Next year we will be launching a book in USA and UK about Happy Homes. The whole book will have footage of RICE houses and show you how to add a little magic to your every day life.

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E C RI cious ali

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Meet us at...

You can meet us across Europe throughout the year.

See you :)

Trendset München

6. January - 8. January 2012 7. July - 9. july 2012

Formland Herning

12. January - 15. January 2012 16. August - 19. August 2012

Topdrawer London

15. January - 17. january 2012

Formex Stockholm

19. January - 22. January 2012 16. August - 19. August 2012

Maison et Objet Paris

20. January - 24. January 2012 7. September - 11. September 2012

Gave og Interiør Oslo

26. January - 29. January 2012 23. August - 26 August 2012

Spring Fair International NEC Birmingham 5. February - 9. February 2012

Ambiente/Tendence Frankfurt 10. February - 14. February 2012 24. August - 28. August 2012

Voorjaarsbeurs/Najaarsbeurs, Utrecht 4. March - 6. March 2012 2. September - 4. September 2012

Pulse London

10. June - 12. June 2012

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The of our business

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CSR & Our Business From our very early days, we had an intuitive way of working with CSR. Checking our production businesses, like for instance buying electric fans for the workers who were sitting in crazy heat, weaving our raffia storage etc.

In 2001 we decided to formalize our CSR work, and thus obtained the SA8000 certification in 2002.

We do not want to produce in developing countries without ensuring that we, as a minimum, live up to local labor laws and legislation. We sincerely believe the truth in the phrase »No one can help everyone, but everyone can help someone«

SA8000

In 2002 RICE was certified according to the SA8000 standard for ethical work conditions, as the first company in Scandinavia. The SA8000 certification ensures that we comply with each country’s local labour laws. We ensure a healthy and safe work environment and do not use child labour or any kind of forced labour in our production.

We support Global Compact

The United Nations Global Compact is a strategic policy initiative for businesses that are committed to aligning their operations and strategies with ten univesally accepted principles in the areas of human rights, labour, environment and anti-corruption.

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m, e m H Lik lls e m S E RIC

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CSR Update RICE on your table provides RICE on another: We help hungry street kids in India.

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Lakshya update: The project has ended, and they are now one of our regular suppliers. The project has given a number of street children an education in tailoring and clothing, and established a production platform that can increase the future production capacity.

Colourful cups, plates and lunch boxes bring joy to kids in Europe - and build a school for kids in Myanmar.

Myanmar update; we are now working on the very last details, decorating the inside of the school, getting it up and running and keeping it going. Check out www.RICE.dk where more pictures will follow soon.

Talk alone leads us nowhere - that’s why we support the Red Cross financially Japan update - a work in progress: We have sold our melamine dinner plates with a 20% discount. We will match the discount and send that amount to the Danish Red Cross.

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y Easning Di

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Back to school...

Full of hope!

Business is full of hope RICE has the philosophy that “No one can help everyone, but everyone can help someone”. Therefore, we work on many projects around the world to make the world a better place for someone.

RICE has participated in, and initiated the following projects: LAKSHYA (which means AIM) PROJECT Where we produce bags in a small factory run by former street children. The money made on the bags help them run a small orphanage where children, who would otherwise be living at the train station in New Delhi, are looked after.

SPOON FULL OF HOPE A collaboration project with the Danish Refugee Council, where we provide 24 portions of soup every time we sell one soup spoon.

CUPS FULL OF HOPE A collaboration project with the Danish Refugee Council, when you buy the cups, you automatically contribute a 20 l. jerrycan for water, plus a wash kit to a refugee family in Africa.

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SEND ME TO SCHOOL PROJECT Where we donate 50% of the turnover from our special kids’ melamine range products, to building a school in a village in Myanmar/ Burma that was hit by a disastrous cyclone 2 years ago. The school is now finished, and not only provides schooling for 672 children, but also functions as a safe shelter for the villagers as well as a place to gather.

DANISH RED CROSS PROJECT Where we have raised 35,600€ for the fundraising campaign in Oct 2009. You can see pictures of the day on www.RICE.dk

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Getlized

Ea C I R

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Regulations and Product information

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Y

MELAMINE

RICE

T HE

AL

IG OR IN 100%

A QU LIT

Fun, Funky and Functional Our colourful Melamine products are long lasting dishware, BPA free and dishwasher safe. We have been making melamine since almost the very beginning of RICE. There are lots of different qualities of melamine available on the market, and it can be quite difficult to see if the quality is a 100% melamine or a blend of several other components. We have developed a small sticker that we put on our melamine items. This is your guarantee that our products are made from 100% melamine. It will also make it easier for you customers to distinguish between the RICE Original Quality and whatever else is out there. Look for our Original RICE Quality sticker to be sure to get a 100% Melamine product.

FOOD SAFETY IS OUR PRIORITY As we have a lot of products in our collections which are used in contact with food, we have developed a self control system. This system is overviewed by the Danish Veterinary and Food Administration (DVFA), and is an ongoing process in close cooperation with our suppliers, and it ensures that we always live up to the European standards. We work with an external consultant to help us be fully updated on the standards at all time, according to the European Union’s regulations regarding food safety.

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RICE it up, Italian style...

A true modern mix and match, RICE tableware comes in organic shaped solids and hand painted decorated pieces. You can set your table a different way every time and it always looks happy. You can mix it up with RICE melamine or your favourite antique pieces, everything fits together, the combinations are endless!

Our italian Tableware is made of clay, which is a natural product and over time a mottled appearance may occur on the items due to usage and the natural ageing process.

This is all part of its charm.

All the pieces are handpainted and because of this, every item varies slightly in colour and in its decorations - this is what makes the products unique and special.

Every item is glazed after painting, so on some items there will be small holes in the glazing. This cannot be avoided and it presents no danger to the durability of the product.

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Product Categories Accessories

Funky purses, adorable jewellery, fun keyrings and cute hair pieces are some of the lovely products to be found in this category.

Bags

A bag for every occasion, velvet raffia, PU or fabric. Hand bags, clutches or shoulder bags, for travelling, a great night out and all kinds of shopping.

Home

Live, Love and Laugh… add some colours and humour to your home. RICE is the quirky cousin in Danish design. Put an ostrich lamp in your lounge or a papermache deer head in your hallway...

Kids

Happy blankets, toys, dinner sets and everything you can imagine to make your home fun for kids.

Kitchen

Bake a Wish, Teatime, Lets cook, Stay clean. With 2 successful cook books sold in Denmark, food is priority at RICE. Get ready for the mix of the old and the new and colour yourself happy while cleaning, cooking and entertaining in your kitchen.

Melamine

A lovely range of mix and match coloured melamine essentials for picnics, dining, the garden, babies, family dinnertime or a cheery latte. All RICE melamine is fair trade certified to SA8000 and is food safe dishwasher proof and durable. Melamine is great for everyday use!

Outdoor

No more grey days….give your garden a magical twist with our RICE garden products. RICE outdoor provides colour in your garden all year round and keeps it happy even when the flowers are alseep.

Paperware

Irresistible paperware with our latest prints. Down to earth fun and funky and guaranteed to make for happy wrapping.

Storage

Useful and beautifully handwoven with lots of detail. Give your belongings a cosy new home, whilst adding a little magic to your everday...

X-mas

A RICE Christmas comes once a year and is first shown in our Autumn Winter collection. Normally full of funky glitter and glam mixed with handmade detail it is a joy to decorate with.

RICE-up

No one can help everyone, but everyone can help someone. We don’t just believe in a better world, we are working on it. In this category you can follow our CSR projects and RICE-up for a better world.

Favourites

Products in this category are our most beloved basic items and are available all year round.

Italian Tableware

Delicious hand painted, old style Italian tableware in a fantastic bright modern mix.

Feels like your grandma’s gone Funky. Mix and match for an eclectic place setting.

Great for those more grown up moments.

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