Gina Tricot is a Swedish fashion chain offering exciting, feminine fashion to women in over 30 countries. Its strength has always been keeping things simple, which applies to designs and working methods alike. It has a passion for fashion, with the goal of offering customers a new and exciting shopping experience. Today, Gina Tricot has more than 150 stores located throughout Sweden, Norway, Denmark, Finland and Germany. It also offers online shopping throughout Europe. The company has approximately 1,900 employees and around 98% are women. Gina Tricot employees want to foster a sense of pride, inside and out. Gina Tricot is a company that has chosen to invest in and promote women. Recently Ted Boman, Chief Executive Officer, Gina Tricot & Emma Garrot Fredman, Production and Sustainability Manager visited Bangladesh. Team Denim Focus had a discussion with them regarding the order situation and recent business trends. Key discussion points are mentioned below-
Ted Boman, Chief Executive Officer, Gina Tricot
Strategy during COVID-19 pandemic and business scenario:
We have just left COVID-19 behind us. During this pandemic, the relationship with the Bangladesh market was very important for us; firstly, for international sourcing and of course secondly for international logistics. The relationship with Bangladesh and the factories is very well as it’s all about communication and we have a very fantastic Bangladesh team here in Dhaka. It is nice coordination between the factory, our team and head office in Sweden. So, in terms of communication, it worked very well. We have increased our Leadtime, since then it has been very smooth and I think the production run super.
Due to COVID, we could not travel. But earlier before COVID thank for the relationship. We are now increasing the orders. It’s all about communication, relationship, goodwill and great staff here in Bangladesh.
Business planning for online and store:
Our online sales are growing and er are very active in Northern Europe as we have both online and physical stores there. During the pandemic, our online orders really increased at the same time we had to close some stores. We have good partners all over Europe. Gina Tricot’s online sale is now 30% of overall revenue. We are looking for double-digit growth in 2022. In terms of technological advancement, we are ready to integrate all physical stores completely online. Most of Gina Tricot’s customer journeys start online. If the customer finalizes their purchase online, in one of our stores or at a partner site we have succeeded. Our job is to ensure that the journey is smooth and serves the customers’ needs. As long as the customer buys Gina Tricot, we are happy!
