Rut&Circle Brand book

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BRAND BOOK

BR A N D BO OK

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Introduction Vision Business idea Hard facts Circle concept Our collection Market communication Brand time line Rut Sally x Store concept Business idea Contact

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Join the Circle 5

I N T RO D U C T I O N

This is an introduction to Rut&Circle, a trend oriented fashion company based on real stories, and made for real people. This brand book presents our two main brands and personalities Rut and Sally, it will also provide a brief look at how we work and why.

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Fashion you afford to love.

V ISION

These words echo through everything we do at Rut& Circle. And by them, we produce collections from the biggest trends on the market at a price everyone afford to buy, wear and love.

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BU S I N E S S I D E A

We offer the biggest trends at super competitive prices.

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H A R D FAC T S

Rut&Circle is an ever expanding Swedish fashion brand within the fast moving fashion industry.

Inspired by the biggest trends on the market, our designers, buyers and ambassadors create six unique collections every year at our headquarters in Gothenburg. Today we have several Rut&Circle concept stores and we are represented at over three hundred retailers world wide. All of our stores get updated weekly with the latest products in order to guarantee our customers the absolute best from the biggest fashion trends. We collaborate with independent distributors and producers who have a long and thorough experience of production in both Europe and Asia. While always seeking further development, these collaborations make sure that we always have the quality necessary to stay fashion forward and affordable.

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C I RC L E C O N C E P T

With Rut&Circle, we introduce not only our new brand, but also our brand new way of thinking.

The Circle includes everyone from designers, art directors, architects, producers and retailers all the way to final consumers. Everyone can be part of the circle and everyone can make their voice heard. Starting with Rut and Sally, we will every now and then introduce new people who act as ambassadors and inspirational sources. These ambassadors will not only have high impact on our designs, but you will also be able to follow them in various social media.

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OU R C O L L E C T I O N

Every year we create and curate six unique collections based on the biggest trends.

Our designers, buyers and ambassadors currently create and curate six unique collections every year, based on the biggest trends on the market. As they are character driven, we divide our collections between our two brands Rut&Circle and Sally&Circle. Rut&Circle, being our main brand focuses on the latest and biggest fashion trends, while Sally&Circle is a lifestyle brand, and is often appreciated by the slightly younger customer. Being an expansive brand, we are soon to introduce new brands and characters.

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We use character driven marketing based on true stories, made for real people.

M A R K E T C O M M U N I C AT I O N

Everyone can be a part of the circle. Everyone can make their voice heard.

Rut&Circle is a progressive brand, constantly evolving through its ambassadors, who give the brand its voice. We are shown in magazines, on the internet and on the streets. We are visible at places that matter.

Our advertisements communicate fashion at a low price, accompanied by quotes based on real stories from our ambassadors.

As Rut&Circle is part of the fast moving fashion industry, we use fast moving media such as blogs, Facebook and Rut&Circle’s own web site. Our character driven stores and web shops guide the customers through our collections, using large imagery with a clear product focus.

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BR A N D T I M E L I N E

2007 Rut m.fl. was founded in Gothenburg, Sweden by the Hjelte and the Jonsson families. The first concept store opened in central Gothenburg the same year and a few months later a second concept store was also introduced to the market.

2008 Rut m.fl’s distribution was extended to selected multi brand stores in Sweden and at the same time the company opened several new concept stores around Sweden.

2009 The brand established trade outside Sweden. Rut m.fl got represented by the top agencies in Norway, Germany, Finland and Holland. The fifth concept store opened in Sweden and the company continued its retail expansion.

2010 Rut m.fl. began participating in international trade shows, such as Bread & Butter in Berlin and Modefabriek in Amsterdam. A new showroom was established in Stockholm, Sweden. Rut m.fl got described as the “Business rocket of the year� in the biggest professional fashion magazine in Sweden.

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BR A N D T I M E L I N E

2011 The expansion continued with several more concept store openings.

More employees got hired and the company formed its own in-house marketing division. Rut m.fl moved its office to a bigger studio and the business in Germany continued to grow with additional showrooms.

2012 The Jonsson family retires and Gustav A. Eriksson becomes a new shareholder together with the founder family Hjelte. Mr. Eriksson lead the company to further successes together with CEO Caroline Hjelte and Sales and Retail manager Tomas Hjelte. Due to its international growth Rut m.fl underwent several changes, and got renamed to Rut&Circle. Sub-brand “Serious Sally” was named Sally&Circle.

The company breaks new ground in Canada and expands its workforce with an additional agent in Germany.

2013 The company continues to grow and strengthens its market in Holland and Denmark and with several showrooms in Spain. Two more concepts stores open in Sweden. The launch of an E-commerce division commences and the collaboration with a professional PR agency initiates. Today the company manages several concept stores and over 300 retailers around Europe. Despite the fast growth, our original idea still remains true in everything we do; to offer our customers “fashion you afford to love”.

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RU T

ONE THIRTY AT 5 RUE DE LA PAIX 24

RU T

My name is Rut. I’m 26 years old and work as a stylist within the French fashion industry.

I was born in Stockholm, Sweden, but I now live and work in the Marais, Paris. As a stylist, I obviously have a strong passion for the latest trends, but my interest first and foremost lies with understanding where the source of inspiration comes from and how trends start and how they evolve.

My personal style is ever changing and hard to define as I dress according to the occasion. I have the feeling that people tend to consider me as beeing rather picky and fashion forward, and because of this I occasionally surprise my friends with outrageous outfits.

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RU T

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RU T

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RU T

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RU T

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FALLING BACK IN LOVE WITH THE PRINCES OF PRINCE ST.

S A L LY

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S A L LY

I’m 20 years old and go by the name of Sally. I was born outside Umeå, but I’ve spent large portions of my life in New York since my dad lives here. It’s safe to say that I’ve always been very inspired by strong personal styles, and is there a better place than NYC when it comes to expressive personalities? I believe that great style comes from within, and for me that means from my interests. I love music, festivals and sports just to name a few.

I’ve always been very passionate about what I do and like, so my interests usually shine through on my personal style and the way I dress.

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S A L LY

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X

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X

W H Y We have taken to hear t how the most successful retail companies tackle the market today. Increasing the market share by competitive pricing is by all means not a new strateg y, never theless we deem it a necessar y measure in this day and age .

By accepting lower margins that will result in increased traffic and a widened customers base , we now present X&Circle .

W H AT The main focus of this collection is the clean and simple design. With pieces that are easy to combine and will suite any occasion, it’s made to work for all our customers. These are the basics that you are so glad you bought in several colours.

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X

X

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Store concept 63

ST OR E C ONCEP T

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ST OR E C ONCEP T

The Rut&Circle stores draw their inspiration from princess rooms of the romantic era, but are stylized into a modern, light colored Scandinavian aesthetic.

The stores present a world of contemporary fashion that appeals to fashion customers as well as more spontaneous shoppers. The stores guide the visitor through its booths of fashion where latest trends are vibrantly displayed with both pictures and clothes.

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ST OR E C ONCEP T

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ST OR E C ONCEP T

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BU S I N E S S I D E A

We offer the biggest trends at super competitive prices.

Our competitive prices are mainly based on collaborations with independent distributors and producers who have a long and thorough experience of production in both Europe and Asia. Naturally, we always seek further development with these collaborations in order to make sure that we always have the quality necessary to stay fashion forward and on trend whilst still very affordable.

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Stickat / Knit

199:- /€25,95 T-shirt / Tee

199:- /€25,95

Klänning / Dress

299:- /€35,95

Linne / Singlet

99:- /€14,95

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Jacka / Jacket

549:- /€64,95

Byxa / Pant

299:- /€34,95

Stickat / Knit

199:- /€25,95

Klänning / Dress

199:- /€24,95

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Linne/ Singlet

99:- /€12,95

Byxa / Pant

399:- /€49,95

Kofta / Cardigan

249:- /€34,95 Vest / Vest

499:- /€49,95

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C O N TAC T

Rut&Circle Head office Volrat Thamsgatan 2 412 60 Gothenburg Sweden Customer enquiries info@rutandcircle.com +46 31 61 64 60 (Switchboard) Anna Westlund Head of Marketing anna.westlund@rutandcircle.com Birgitta ﾃ僕veborn Purchasing Manager birgitta.olveborn@rutandcircle.com Henrik Ekelund Ecommerce Manager henrik.ekelund@rutandcircle.com Hampus Tengwall Logistics Manager hampus.tengwall@rutandcircle.com Finance Department ekonomi@rutandcircle.com Tomas Hjelte Sales & Retail Manager tomas.hjelte@rutandcircle.com Caroline Hjelte CEO/Project Manager caroline.hjelte@rutandcircle.com Legally responsible publisher Rut&Circle

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