Page 33 - Mellby Gård Yearbook 2018–2019

” There are substantial opportunities in positioning
the two brands more clearly.
Within both Flash and Dea Axelssons, e-commerce is growing continuously. Many customers have switched entirely to shopping online or complement their purchases there. Most online sales occur in locations where Lund Fashion already has shops.
“We need to make some digital adaptations to further improve how we meet the new approach to clothes shopping for. Flash has good online growth and we will be investing substantially in that channel in the future. I see an opportunity for increased growth with relatively limited funds.”
The new MD, Åsa Sånemyr, joins the company from Swedish brand Hope, where she worked for eight years with challenges in many ways similar to those faced by Lund Fashion.
“I bring several years of experience from Hope, from which I believe
I can benefit at Lund Fashion. During my initial meetings within the company, I met our shop employees and found them highly motivated. They are brave and they dare to make their own decisions and find new solutions. There is an entrepreneurial spirit that I hope to be able to further strengthen”, says Åsa Sånemyr.
MD Åsa Sånemyr
FACTS
Lund Fashion offers colourful basic female fashions with trendy touches. The clothes are designed in-house and sold through proprietary shops and online under two different concepts: Flash and Dea Axelssons. The target group comprises independent, active women who are young at heart and who care about their appearance.
Flash has been part of Mellby Gård since 2003. Dea Axelssons was acquired in 2017 and, in connection with this, the company’s name was changed to Lund Fashion AB, which manages both concepts.
Mellby Gård’s representatives on the Board of Directors: Thomas Gustafsson (Chairman), Erik Andersson and
Orvar Magnusson.
Headquarters: ...............................................................Lund Sales 2018/2019: .......................................SEK 430.8 million Number of employees: .................................................... 249 Chairman: .............................................. Thomas Gustafsson
SIGNIFICANT EVENTS 2018/2019
» A comprehensive customer survey was conducted with focus groups to understand customer needs in detail.
» Dea Axelssons launched its first clothing collection designed in-house.
» Organizational changes implemented to streamline purchasing and design processes for both of our concepts.
» Eight Flash shop-in-shops opened in our Dea Axelssons stores.
MELLBY GÅRD – YEARBOOK 2018 / 2019
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