Fashion brand me&i decides JBP is the perfect fit for UK expansion
12 September 2013, News
JBP has been appointed by leading Swedish fashion brand me&i to support its expansion in the UK marketplace.
Founded in 2004 by Susan Engvall and Helen Nyrell me&i produces clothes for babies, children and women in an eclectic mix of bright colours and prints. All the clothes are produced in Europe with a stringent approach to independently regulated working conditions, wages and labour policies. The ranges are designed to be mixed and matched and are known for being practical as well as fashionable.
JBP has been briefed to both raise awareness of the brand and help the company recruit more representatives across the UK.
Pernilla Kemp, head of sales and marketing in the UK, said: “The combination of Swedish practicality with a fun and fashionable twist has really established the company in its home markets. The reception the products have received in the UK so far tells us we can be equally successful here.
“Following a soft landing, we’ve just launched our new season collections and are embarking on a much more proactive communications programme. We were impressed with JBP’s experience and knowledge of the direct selling sector and their ability to support consumer brands across all platforms, particularly digital.”
Lyanna Tsakiris, head of digital at JBP, said: “We’re delighted to have been appointed by me&i so early on in their entry into the UK marketplace. Direct, or social, selling is really gaining traction in the UK as a flexible way to combine a business with family life. There’s also a real appetite amongst UK consumers for Scandinavian brands and products – an inherent trust in what they represent as well as their ‘cool functionality’.”
The brand is well established in the Nordic market and has recently launched in the UK and Germany. The ranges are sold exclusively by independent me&i representatives either directly or in a home party environment.
Visit www.meandi.se/en for more information.