Redefined Fashion - Brand book

BRANDBOOK

CONTENT

ABOUT US

We are Redefined Fashion - a fashion company built on female pow er.

Our ambition is to redefine fashion and challenge all the proced ures within our business. We do it with a personal commitment, great passion and by being attentive to every detail. We always search for new alternatives or that little ex tra to create remarkable designs, to become more sustainable and to be a better partner.

The companionship between us has lasted for more than 20 years. That is how it all started. Our ability to constantly challenge each other within the business and gently pushing each other forward is the foundation of Redefined Fashio n. Today we have five brands under the same roof: Minus, DESIRES, Peppercorn, White a nd More and Beyond Now. All with different dna and target groups, run by dedicated people who understand and cherish the same values.

At Redefined Fashion we create wardrobes that empower and inspir e people to live the life they want.

Chalotte Kjær Bruun & Irena Riberholt Jørgensen Owners - Redefined Fashion

COMPANY VALUES WE REDEFINE

We love to turn things upside down and are passionate about developing as a company to remain inspirational and on trend.

WE ARE

FEMALE POWER

Our entire foundation is built on female power. The feminine and soft values combined with a professional approach makes us a strong and different player in the market today.

WE ARE ATTENTIVE

Our customers and supporters are our business, so they always get our full attention. We believe in maintaining close and long-lasting relationships.

REDEFINE TOGETHER

- OUR RESPONSIBILITY -

We care passionately for our planet and the people on it. There fore, we have started a journey towards becoming more sustainable. Every day we are committed t o redefine the way we do business. We call it “Redefine together – our responsibility”

To redefine is one of our core values. The fashion world is ever changing with new trends and fashion styles. To redefine is essential to the way we work with sus tainability as it forces us to always think about alternative ways to do business and become more sus tainable: by redefining and challenging our existing business procedures.

We will be looking at the materials we use and the amount of pl astic we consume, how we dispose of the waste we produce, and in general how we can change our w ork procedures for the better. Instead of making a sustainable capsule collection or a single organic t-shirt, we have decided that a certain percentage of the materials across all our brands and collections will be sustainable.

We invite our customers on this journey because we can not do i t alone. We all need to take on the responsibility. Each of us can do something, even if it’s a sma ll thing such as saying no to a plastic bag in the store or not buying pre-wrapped items whenever possi ble.

We’re in this together.

Irena & Chalotte

OUR SUSTAINABLE CERTIFICATIONS MATTER

Redefined Fashion has achieved two very important milestones in the brand’s strategy within responsible production.

GOTS – GLOBAL ORGANIC TEXTILE STANDARD

The Global Organic Textile Standard (GOTS) was developed by lea ding standard setters to define world-wide recognized requirements for organic textile s. From the harvesting of the raw materials, environmentally and socially responsible manufacturing to labelling, textiles certified to GOTS provide a credible assurance to the c onsumer.

GOTS is backed up by independent certification of the entire tex tile supply chain.

GRS – GLOBAL RECYCLED STANDARD

GRS certification is a global recycling standard certification to verify recycled products or certain specific products. More importantly, let retailers an d consumers know which parts of a particular product are recycled materials and how to handle them in the supply chain. In order to obtain GRS certification, all companies invol ved in the manufacture and operation of your products, including semi-finished suppliers, m ust also comply with the GRS standards.

Applying for GRS certification is a requirement for companies to meet the five major requirements of environmental protection, traceability, recycling , social responsibility in the form of working conditions and general principles.

OUR FOCUS AREAS

OUR COMMITMENTS

Planet Earth is drowning in over-consumption and pollution. At Redefined Fashion, we are committed to becoming more sustaina ble and have set a number of ambitious goals for ourselves. These are our commitme nts to our planet.

YOUR COMMITMENTS

We can not do it alone. We all have to do our share and acknowl edge that the choices we make have an impact on the environment. On our w ebsite you will find some good advice from us if you want to make more sustainable f ashion choices.

SUSTAINABLE MATERIALS

One of our ambitious goals is to use 70% sustainable materials in our collections by 2025. You can find a list of our preferred materials and learn more ab out what makes them sustainable on our website.

CSR POLICY & CODE OF CONDUCT

Our CSR Policy and Code of Conduct outlines the guidelines that everyone who does business with us have to follow. These guidelines cover decent working conditions, animal welfare and chemical management.

UN SUSTAINABLE DEVELOPMENT GOALS

In 2015, the UN launched 17 Sustainable Development Goals in or der to reverse climate changes. We have chosen two of the goals that we believe combin e both the nature of our company and our values.

Read more at www.redefined-fashion.com

DARE DO REPEAT

REPEAT

BRAND STORY

We believe in female power, the power of freedom to define our own destiny, be who you want and wear what you love.

Being open-minded, brave and forward thinking and trying out new stuff is exactly what keeps a DESIRES girl going. Sometimes you win and sometimes you learn - but that’s life.

We are inspired by people who make a difference; an environmental activist, an influencer or someone we know who makes us laugh.

We focus on the world around us, the environment and what’s next in fashion, among friends and in society.

We pick and choose from everything life brings us, because we want to dress, love, learn and live the way we desire!

COLLECTION FLOW

SPRING / SUMMER

DROP 1

Sales period: June - July

Delivery period: December - January

DROP 2

Sales period: June - September

Delivery period: February - March - April

AUTUMN / WINTER

DROP 3

Sales period: July - September

Delivery period: April - May

DROP 1

Sales period: November - January

Delivery period: June - July

DROP 2

Sales period: November - March

Delivery period: August - September - October

DROP 3

Sales period: Febuary - April

Delivery period: October

PRICE STRUCTURE

COMPETITIVE RETAIL PRICES 2,7 – 3,0 MARK UP

Knitwear € 39,95 - 69,95

Jackets/Outerwear € 79,95 - 139,95 Pants € 39,95 - 79,95

Dresses € 49,95 - 79,95

Shirts/Blouses € 39,95 - 69,95 Tees/Tops € 24,95 - 49,95

B2B SHOP - NICE & EASY

ALL YOU NEED TO KNOW IN ONE PLACE

Pre-order forthcoming collections

· Free assortment - Refill your NOOS stock

· Shipment on stock orders within 24-hours

Free shipping on orders over €250

Image bank

Special campaigns with high mark up

FEMALE POWER LOVE IT · SPREAD IT · BE IT

Minus is your one-stop styling destination. Our mission is to c reate a complete wardrobe where you can find everything from timeless classic staples to trendy pieces in great, sustainable quality.

Inspired by the Scandinavian simplicity, Minus has built a glob al fashion brand focused on the must-have everyday wardrobe essentials with a feminine t ouch and a playful take on the latest trends.

Come join us, we have been waiting for you.

COLLECTION FLOW

DROP 1

Sales period: April - June

Delivery period: November - December

DROP 2

Sales period:

June - September

Delivery period: January - Febuary - March

DROP 3

Sales period: July - Oktober

Delivery period: April - May

DROP 1

Sales period: November - January

Delivery period:

June - July - August - September

DROP 2

Sales period: December - March

Delivery period: August - September

PRICE STRUCTURE

COMPETITIVE RETAIL PRICES 2,8 - 3.0 MARK UP

- March

B2B SHOP - NICE & EASY

ALL YOU NEED TO KNOW IN ONE PLACE

Pre-order forthcoming collections

· Free assortment - Refill your NOOS stock

· Shipment on stock orders within 24-hours

Free shipping on orders over €250 Image bank

Special campaigns with high mark up

N.O.O.S - No Season

At Minus we put a special effort into creating the best versions of the essential items we believe every woman should have in her wardrobe.

We wish to create everything from basic tees and tops to must-h ave roll neck knits and the perfect oversized white shirt. Exact ly the items you need for creating effortless and cool everyday outfits.

We aim to ensure that our customers always have these basic key items in their stores. We follow up on the most popular styles to ensure that we update our NOOS collection continuously, adding styles with a proven track record. The risk is ours from the mo ment you sign up for our NOOS program. This ensures easy replenishment and fast deliveries.

- Low risk & low stock level = better cash flow

- Products with a proven sell through

- Competitive retail prices

- 2,8 – 3,0 mark up

- Sustainable fabrics and yarns

- All available in a wide range of both basic and seasonal colours

Easy to wear, easy to style. It’s all about you.

BRAND STORY

Peppercorn is an attentive brand – a brand that centers completely about you.

Every season we carefully handpick the most important trends and transform them into accessible and sustainable designs that can inspire you.

Our vision is to create pieces that make every woman feel confident and comfortable in all occasions.

Inspired by femininity and a casual boho-vibe we create timeless must-have pieces in great quality and fit.

CURVE

The curve collection offers the best styles from our Peppercorn collections, with styles available from sizes 34-56. It is important for us to create more options in the Peppercorn collections without compromising on good fit and quality. With more styles in different sizes, we are ready to embrace all women.

COLLECTION FLOW

SPRING / SUMMER

DROP 1 Sales period:

- June Delivery period: November - December

DROP 2 Sales period: June - September Delivery period: January - Febuary - March

AUTUMN / WINTER

DROP 3 Sales period:

- Oktober Delivery period: April - May

DROP 1

Sales period: November - January

Delivery period:

June - July - August - September

DROP 2

Sales period: December - March

Delivery period: August - September

DROP 3

Sales period: Febuary - March

Delivery period: October

PRICE STRUCTURE

B2B SHOP - NICE & EASY

ALL YOU NEED TO KNOW IN ONE PLACE

Pre-order forthcoming collections

· Free assortment - Refill your NOOS stock

· Shipment on stock orders within 24-hours

Free shipping on orders over €250 Image bank

Special campaigns with high mark up

Scandinavian Designs combined with soft, sustainable GOTS certified cottons. All styles are in high quality fabrics, designed and manufactured in Europe by best-in-class suppliers.

The mission of BEYOND NOW is to honour and challenge the existing perception of cotton for the fashion-conscious woman. We do this by offering new, innovative and long lasting designs with a clear balance between fashion and comfort.

- Just be Beyond Now

WE ARE GOTS CERTIFIED

BEYOND Now is a sustainable brand where cotton fabrics are the core of our designs. It is a hybrid brand where sustainability and uniq ue designs are carefully merged. And not just any sustainable fabrics, as we o nly use GOTS certified fabrics. GOTS is short for the Global Organic Textile Standard.

GOTS is the leading international standard within organic produ ction of textiles. GOTS will ensure that the most important demands to o rganic production are met, as well as ensuring high standards on socia l responsibility.

We are happy to be working with one of the best-in-class suppli ers, our Danish partner Green Cotten Group. As a n extra bonus, all prod ucts are made in Europe. We appriciate your sustainable support.

JUST BE BEYOND NOW

COLLECTION FLOW

SPRING

Sales period: July - September Delivery period: January - February

period: January - March Delivery period: August - September

PRICE STRUCTURE

COMPETITIVE RETAIL PRICES 2,7 – 3,0 MARK UP

B2B SHOP - NICE & EASY

ALL YOU NEED TO KNOW IN ONE PLACE

Pre-order forthcoming collections

· Free assortment - Refill your NOOS stock

· Shipment on stock orders within 24-hours ·

Free shipping on orders over €250

Image bank

· Special campaigns with high mark up ·

BRAND STORY

White and More was founded in 2017 by Chalotte Kjær Bruun and Irena Riberholt Jørgensen with the desire to create beautiful and trendy white dresses for special occasions. Occasions which require an on-trend outfit that make you stand out as qualities and silhouettes are always very unique. We operate within a very narrow color scale, giving the brand it’s clear DNA. It is our wish that everyone can be true to their own personal styles – even on a special occasion!

The designs have a clear fashion twist, so the current trends are always the main elements of our collections. White and More produces one collection a year and the new collections are always launched in October. In order to meet the customers at eye level, White and More collaborates with influencers which brings us closer to the end consumer.

BE

YOUR OWN KIND OF BEAUTIFUL