Beyond a sleek minimalist look, Danish design encompasses a mindset, a philosophy which adds new dimensions to the general perception of design worldwide. With its distinctive Danish design, SKAGEN DENMARK aims to be a leading lifestyle brand, inspiring the global community.
For over 24 years, Skagen Denmark has been a lifestyle brand offering engaging, elegant and superbly designed accessories to its customers at accessible prices.
Since 2003, Skagen Denmark has been available in major retailers across Asia Pacific. Today, the brand’s products ranging from watches to jewellery are sold in more than 1,600 retailers in Asia.
“We are currently working on expanding our sales network to 2,000 retailers in Asia in 2014,” says Anita Jensen, Skagen Denmark’s Brand Director for the Asia Pacific Region, based in Hong Kong.
Born and raised in Naestved in Denmark, Anita has been working for Skagen Denmark since 2003.
“I love Danish design and feel very privileged to work with Skagen Denmark. The past 10 years has been a truly inspiring journey for me,” she tells ScandAsia.
Danish design is a style of functional design and architecture that was developed in the mid-20th century. Focusing on the ideas of simplicity and functionalism, Danish design’s key element is the genuine interest in the users of a product and its functionality. The characteristics developed are user-friendliness, respect for materials, simplicity, and a desire to achieve a certain honesty and simple beauty.
“We strive to inspire our global community, showing the utmost hospitality, warmth, and respect to all,” says Anita. “Caring is the ultimate competitive advantage.”
“Skagen” takes its name from an old fishing village located at the Northern tip of Denmark. For many centuries, many artists have travelled to Skagen to experience and find inspiration from the stunning natural light, beautiful nature and unparalleled blue sky. Additionally, the town is full of fascinating contrasts, such as the cozy traditional yellow houses with red tile roofs located just around the corner from world class modern architecture.
Many people might not know that the logo of Skagen Demark is a symbol of ‘Kattegat’ and ‘Skagerrak’ – the two seas meeting at Skagen. The striking blue colour in Skagen comes from the salt crystals thrown into the air at the meeting point of the seas.
“With our anchor solidly planted in Skagen, our scope of inspiration is not only the beach and the sea in Skagen, but also the whole village of Skagen and its rich history and texture, as well as its duality as a remote fishing village and an international cultural epicenter,” says Anita.
“Moreover, our scope includes how Skagen Denmark is part of Denmark and how this society has spawned the institution that we know as Danish Design,” she adds.
Less is more
To achieve its goal of becoming a leading lifestyle brand, Skagen Denmark continuously launches new distinctive design classics with an emphasis on unique Danish expression.
For its Fall Winter 2013 collections, Skagen Denmark offers pure aesthetics with a global influence. Anita reveals that consumers can expect the colours to be clean, the unadorned palette reflecting the simplicity and imperfection of nature.
“We are conscious of when to use colour and when to hold back. We want to reflect the Danish design with the mindset that less is more,” says Anita. “The brand will move closer to being a lifestyle brand with leathers and possibly home goods in the future. We want our fans to see us as the curator of Danish design in an array of categories.”
Skagen Denmark & Fossil Group
In 2012 the Fossil Group, the S&P 500 company based in Dallas, Texas, saw a big business opportunity and acquired Skagen Denmark. For Skagen Denmark, it meant that the brand could increase its presence and expand into more markets.
“We now have access to 400 more retail locations and 13,000 employees supporting the brand venture. Next year we will reveal to the public what we have been working on in the past year. It’s a very exciting brand journey,” says Anita.
2014 will also be a big year for Skagen Denmark as it will mark the brand’s presence of 25 years. The company plans to celebrate its 25th birthday in grand style.
“It’ll be a big celebration featuring lots of new concepts,” says Anita with excitement. “Highly anticipated, the event will have something to wow consumers all around the world.”
Launched in April this year, Skagen Perspektiv is a new lifestyle collection of men’s and women’s timepieces featuring an uncomplicated, minimalist design in a sophisticated style. Inspired by elements in nature, this collection presents more daring colours, distinctive materials and new evolution in Danish design.