BRAND PROFILE

STORY DETAILS NORDIC CLASSIC STORES FUTURE

The core of the brand is the Scandinav ian design

BRAND PROFILE

It’s all in the detail

Handmade Turkish production

MILE-STONENew Flagship Store in fashionable Copenhagen

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THE STORYDECADENT is an independent company founded in Copenhagen, Denmark in 2005. Behind the brand is Karina Mundt Holst, owner and creative director. After many years in the fashion industry, she created her own brand, as she fell in love with her mother’s old bag from the 1970’s. Karina re-designed this particular bag, called ‘working bag one pocket’, which is still in the collection. With big entrepreneurship Karina started from scratch and built up her business to a strong company and a well-known brand. Today she runs the company with a dedicated team in Denmark, agents and a production controller in Istanbul, who all possess a crusading spirit and drive for DECADENT.

THE BAG THAT STARTED

IT ALL...

Karina Mundt HolstOwner and creative director

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IT’S ALL IN THE DETAILIt was a natural choice for Karina Mundt Holst to find a production place in Istanbul, Turkey after having worked with people from the country for many years in previous jobs. The place she found is a smaller factory that produces for well-known high-end international brands. The employees work under excellent conditions, and their sense for quality matches the vision of DECADENT, which explains the long-term mutual commit-ment. The owner’s experience and know-how have added great value to the DECADENT brand. Many of the details on the bags are handmade and can-not be completed by a machine. All rims and edges are painted and polished by hand twice and sad-dlers are employed to specifically sew on the han-dles.

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THE NORDIC CLASSICThe core of the brand is the Scandinavian design tradition - a tradition that captures clean and classic design with a high quality.Every season new classics are added to the collection. The variety in the collection lays in the many colors and leather qualities each style is available in. The aim is to create bags for women of all ages, any purpose - day or night - no matter the fashion trends. DECADENT is now one of the leading leather accessory brands in Scandinavia, because the DECADENT design is easy to style, affordable and very chic all at the same time.

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STORES AND SALESPOINTSWith a flagship store in Copenhagen that opened in June 2014, DECADENT has just started a new chapter in the retail business, and hopefully other concept stores will follow. The leading department stores in Scandi-navia: Magasin du Nord, Illums Bolighus, NK and Steen & Strøm all carry DECADENT and all of them for many seasons now with great success. Several of them are growing with ‘shop in shop’ concepts and corner stores, which support the sales, brand awareness and ads character and value to the brand.

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IN THE PRESSEvery month the Danish and international press are showing styles and making editorials about DECADENT.

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SOCIAL MEDIASAs a part of the media stra-tegy, DECADENT has a close relationship with sevaral top bloggers and celebrity ambas-sadors

Source: emilysalomon.dk rockpaper-dresses.dk sarastrand.no hanna.elle.se

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FUTURE PLANSAs DECADENT experiences a significant interest from international buyers and customers, it has become clear that the brand possess an international potential not yet explored. DECADENT participates in international fairs such as Gallery (Copenhagen), Premium (Berlin) and Tranoï (Paris). The fairs have given DECADENT a motivation and belief in more international adventures and a confir-mation of the worldwide appeal in the brand.From the beginning the belief has been in organic growth based on wise decisions, knowledge, lots of love and hard work. A recipe to follow for future plans as well.

CONTACTFor any further details, please contact Nadja Tange-Olsen, Brand manager

nto@decadentcopenhagen.dk+45 22 55 52 51

www.decadentcopenhagen.com