Last year was a record year for Swedish Jeans in Gothenburg, Sweden, the company behind Nudie Jeans. And 2011 looks set to continue on a good path for this company that is only 10 years old.
The Swedish Jeans group with their brand Nudie Jeans, made a brilliant year last year. Sales increased by around 10 percent, to about SEK 360 million from just SEK 330 million years before, shown in the annual report.
"It's great that things are going well. But it is not numbers per se that makes us rejoice in the office. For us it has always been important to be long term and independent in our decisions. For us it is pretty uninteresting if we go down one year. The key is to maintain consumer interest," said Palle Stenberg, CEO of Nudie Jeans Marketing.
He is currently at Europe's most important trade fair for the industry, "Bread and Butter". And he stresses the importance that it is still the same trio who owns the company now as when they started it in 2001. The shareholders are, in addition to himself, Maria Levin, designer, and Joakim Levin, who works with strategic issues.
Last year the company sold 1 million pairs of jeans in 27 geographic markets. Profit before tax rose to 41 million from 38 million the previous year. More than 53 million were distributed to a new parent with the same owner. The money comes from last year's earnings, and earnings transferred from the previous year.
In addition to Swedish Jeans in Gothenburg, there is Maria Levin and Joakim Levin's company Nudie Jeans Co., which manages the trademark rights. It had sales of approximately SEK 17 million last year. It receives royalties for the use of the mark. The company had at year-end assets of approximately SEK 65 million, of which about SEK 29 million in securities.
Swedish Jeans largest markets are the U.S., Australia, Japan, Germany, England, Holland, Sweden and Norway. The retail sector slowdown is not felt by Nudie Jeans. Palle Stenberg predicts that sales continue to rise this year while maintaining margins.
"We hear people in the industry who think it is shaky, but we are not aware of it in our figures. Us, it will not affect, we are so small and have so many markets," said Palle Stenberg, president.
Originally posted on http://di.se on July 8, 2011. Translated using Google Translate.