CONTENT 8-9
St at em ent 10-1 1
S um m ar y 12-13
C om pa ny 14-15
‘Easy to wear AND easy to love’
Foun d er Q & A 18-19
D e si g n DNA 20-21
Tea m 22-23
C ol l e ct i on over vi ew 24-25
Ti m el i n e 26-27
D i st r ibut i on 28-29
Hea d qu ar t er
STAT EM EN T This book represents the creative spirit and business conviction of Custommade, detailing everything which distinguishes us from our competitors. Welcome to the world of Cus tommade.
“First and foremost, the CUSTOMMADE woman has an innate ability to create her own, individual style, always recognising the mix of high and low as the catalyst for energy and creativity.� pa g e 9
Su mma ry Custommade has distinguished itself as the coveted fashion brand of a swiftly growing number of style-sav vy women around the world. Our manifesto is simple: To offer a rich mix of contemporary, everyday essentials and unique pieces made with exceptional fabrics in designs which the customer instantly find easy to love. With an ongoing mission to always let the consumer discover her own, individual style by offering affordable clothes which resonate with an appeal that’s ‘now‘. To increase our success, we have made a promise that we will never lose the ‘forward thinking’ spark that initiated the brand in 2002: Our passion for fashion and our ability to surprise and innovate from season to season.
The br and is defined by
Branding through products An authentic, contemporary sense of fashion Democratic fashion positioning Innovation and intuition
“Our vision is to be seen as a cool, design driven, inspiring, well-respected and well-established brand on the international fashion arena.” Christian Dam Founder and Creative Director
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“Custommade captivates the generation of sophisticated women who want to feel alive wearing fashion.”
COM PA N Y Custommade is an exciting, international fashion brand based in the hear t of Copenhagen, Denmark. In the past decade, it has made a name for itself on the international arena by selling to nearly 450 selected shops and depar tment stores around the world. Custommade is a 100 percent independent company creating four women’s wear collections a year: Spring, High Summer, Autumn and Winter. The recent financial year 2011 showed a fantastic 45 percent increase in turnover, reflecting increasing sales in Australia, Denmark, Belgium, Germany, Holland, Japan, Norway, Spain, Sweden and United Kingdom. Custommade is driven to accelerate global representation, sales and exposure with a network of dedicated distributors, agents and press agencies. Bringing the Custommade brand beyond its geographical borders. Custommade produces over 95 percent of each collection in China. We handle our production directly with suppliers in the Far East. Building strong and reliable par tnerships with selected suppliers who share the brand’s beliefs in honesty, trust and integrity. The bottom line is the prompt delivery of high quality and consistency we can count on. In addition to a passionate enthusiasm for the industry and a commitment to developing the company
the business is driven by
Strong management and tight financial control Design, marketing and wholesale-led strategies International re ach across core regions and new markets
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Int er vi ew wi t h C r eat i ve D i r ect or an d foun d er
CH R IST I A N DA M
What was your initial idea with Custommade?
“My starting point was creating a line of uniquely designed pieces, each one numbered and only made from the finest Italian fabrics. It was my ambition to add personal details that would make the customer feel special. Today, this is still an essential element intrinsic to our brand DNA.” How did you get started?
Representing a new generation of founders and creative vanguards in the fashion industry,
“First I travelled around Italy to find the best quality fabrics. I wanted
Christian Dam created Custommade to be a unique brand in its own right. Here he gives his
to bring something that was missing from the market. The idea was, in a
insights into how the brand has gained attention and recognition on the global fashion arena.
way, too successful to run on a small scale, so in 2006 I decided to step it up. Together with designer Anne Rasmussen, I felt we could translate the quality and creativity I was looking for into a brand in its own right.” How do you and Anne work together?
“Our design DNA really began to take shape when I met Anne. We instantly connected and have been very close colleagues since then. She brings an understated elegance to her sense of aesthetics. And taps directly into the desire women have for contemporary yet comfortable designer clothes. The result is a compelling brand with a distinctive identity and appeal.” How would you describe the rest of the Custommade team?
“We have put together a strong and truly dedicated team. It’s important that everyone on board has an entrepreneurial spirit and a passion for bringing the company forward.” Where do you meet the Custommade customer?
“Everywhere. On the streets of Copenhagen. At a café in Paris. Or at a late night party in Barcelona.” What are the fabrics and looks which comprise the Custommade collections?
“We use all natural fibres, lots of pre-washed silks and cotton blends which give the garments a natural look. Also cashmere, wool and washed leather are among our favourites. In terms of looks, our overall style is characterised by contemporary style staples with an urban vibe.” Would you say Custommade is a niche brand?
“Yes. The personality of the brand is very important to me. You often see that brands who experience growth tend to loose their initial uniqueness. Key to our success is that we stay 100 percent true to our vision and beliefs.” What is the nex t big step for Custommade?
“To open new strategic markets around the world and to see Custommade expand into a retail concept, as well. Introducing shop-in-shops and concept stores over time.”
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Custommade prefers the ‘now’ rather than the ‘new’. And would never be devotees of the ‘latest trend’ or any fashion ‘hy pe’.
DESIGN DNA ‘E asy to we ar and e asy to love’ describes the look and feel of Custommade.
For Head of Design Anne Rasmussen, it’s all about creating contemporary essentials with an urban edge. Understated enough for a relaxed weekend and elegant enough to dress up for a quick trip to Paris. The look is casual and uncomplicated. Seen in simple styles with an occasional French accent. Add to that a clever choice of colours and details that catch your attention. Balancing femininity with a touch of boyish charm. More than anything, Custommade is all about a smooth, relaxed, easy-breezy way of being. Featuring forever pieces in fabrics with a fantastic feel. For you to create your own cohesive look in a personal wardrobe you can’ t wait to wear.
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TEAM Passionate people who embrace the values and vitality of Custommade, continuously developing a creative business and achieving outstanding results Instrumental in the Custommade’s success is a strong management team consisting of founder and Creative Director Christian Dam, CEO Niels Dam and Head of design Anne Rasmussen. Together they are focused on driving the company to its full potential as a creative innovative international fashion brand.
The company culture is defined by
Core values: To e xplore and inspire Coll aboration and connectedness Contributing to continual growth of the company
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“Our muses change, but she always has immaculate taste. She dares to challenge convention in the way she thinks and acts.”
COLL ECT ION OV ERV I EW Custommade introduces four collections annually – two main collections and two mid collections. Together with seasonal items and other product developments which meet the costumers’ demand for both transitional and seasonal styles. Additionally, sales activities help ensure that new products make it into the stores, enabling Custommade customers to dress in fashionable attire with a personal touch all year around.
The C ol l ect ion C a l enda r Collection x x.1 Spring
Selling in period starts from July to mid-September Delivery is mid-December to the end of February
Collection x x.2 High Summer
Selling in period starts from October to mid-November Delivery is April
Collection x x.3 Autumn
Selling in period is mid-January to mid-March Delivery is mid-June to the end of August
Collection x x.4 Winter
Selling in period is the end of March to the beginning of May Delivery is October
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TIMELINE 2002 Founded in Copenhagen, Denmark by Christian Dam. Focus on unique pieces in exceptional quality and limited editions.
2006 Designer Anne Rasmussen joins Custommade as Head of Design.
2008 Opens showroom in Copenhagen. Custommade enters the Norwegian market. Custommade re-launches limited edition concept: By Numbers.
2009 New showrooms open in Germany, Holland, Spain and Sweden.
2010 Custommade is invited to par ticipate at the upscale fashion fair, Gallery Fashion Fair CPH to exhibit during Copenhagen Fashion Week.
2011 Custommade moves to new headquar ters on Esplanaden, an exclusive neighborhood in Copenhagen. New showroom opens in Belgium.
2012 Niels Dam is appointed as CEO of Custommade. Custommade is available in 450 depar tment stores and fashion boutiques across nearly 20 countries in Europe and Nor th America and continues to expand. New showrooms open in Australia, Japan, Switzerland and The United Kingdom.
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DIST R I BU T ION Today, the brand has opened nearly 450 doors in depar tment stores and fashion boutiques around the world, with sales in almost 20 countries and representation by eight agents and distributors. Current markets include Aus tralia Denmark Sweden Norway Germany Benelux Spain Switzerl and the United Kingdom Japan
Additionally, Custommade is driving expor t sales through independent shops in countries such as France Aus tria Finl and Russia the United States
A strong indication that Custommade continues to evolve and expand on the international fashion arena.
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H EA DQUA RT ER The headquar ters of Custommade reflect the company ’s keen eye for streamlined design. From the use of natural materials like wood and stone to the subdued colour scheme to the choice of specially designed cur tains, furniture and lamps. Custommade has increased its media exposure in top fashion magazines and blogs to reflect its rapid expansion on a global scale. Custommade is currently collaborating with press agencies in Berlin, Barcelona, Stockholm and Oslo. In addition to the company ’s own showroom situated in Copenhagen, Custommade is sold from showrooms in Belgium, Germany, Norway, Spain, Switzerland, The United Kingdom, Sweden, Australia and Japan.
Custommade Espl anaden 8C, 4 1263 Copenhagen K Denmark Phone: +45 35 82 30 53 Email : Info@custommade.dk WWW.CUSTOMMADE.DK