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Company Presentation Filippa K Philosophy Company Company Milestones Presentation Timless simplicity / Contemporary edge Philosophy Style, Simplicity, Quality The Filippa K philosophy is based on the concepts of style, simplicity and quality. We apply these values to every detail of everything we do; the look and feel of our fashion, the design and ambience of our stores, the direction of our shows, the artistic photographs of our ads and the way in which we meet our customers in the store. Fashion By combining timeless simplicity with a contemporary edge, we make distinctive fashion for modern urbanites who possess personal integrity and an eye for good design. People who are confident enough to be sophisticated, yet curious enough to be fashionable. We cherish the beauty of a simple line, a gentle touch and perfect balance. Our design is clean, our materials subtle and the minimal details of our clothes imbue a strong sense of purpose and beauty. Great effort is put into giving our clothes an exceptionally flattering fit and making sure they are particularly comfortable to wear. Never compromising on materials and tailoring, we want to create garments that become people’s personal favouri- tes: those beloved, well-fitting and comfortable clothes you wear over and over again. Stores The Filippa K store is a carefully planned environment for fashion and customers to meet in an atmosphere that breathes style, simplicity and quality in every detail. Sharing consistent design principles, the architecture and interior of each store is specifically developed for each particular location. The timeless and sophisticated aspects of Filippa K are represented by straight lines, clean surfaces and simple colours. The urban edge is found in various industrial elements, such as concrete floors or an exposed structure. A contem- porary art gallery rather than fancy boutique. In addition to our own stores, retailers are carefully selected for their quality, integrity and ability to represent our brand. They include both large department stores, such as Selfridges in the UK, and hand-picked specialty shops, such as Fred Segal in Los Angeles, KaDeWe in Berlin and Ludwig Beck in Munich. Company Position Filippa K is a rapidly growing Swedish fashion label with a distinct design and brand profile that breathes style, simplicity and quality. Priced in the affordable middle-to-high range, Filippa K is smart men’s and women’s fashion that combines timeless design with a contemporary edge. We appeal to modern urbanites who value style, smartness and a good deal. Based in Stockholm, Sweden, we now operate a growing number of profile Filippa K stores in Scandinavia, the Netherlands, Belgium and Germany. In addition, our men’s and women’s lines are represented by some 650 retailers throughout Scandi- navia, Europe and North America. There are currently around 120 people at the company which has an annual turnover of roughly 35 million euro. Story Filippa K was founded in 1993, when Filippa Knutsson and her partners sought to bring sophistication and simplicity to contemporary fashion. The minimalist urban elegance of the first collection received a lot of attention and became the conceptual foundation for the Filippa K style over the years to come. Having grown up in London, creative director Filippa Knutsson returned to her native Sweden in the 1980s to work in the family fashion business, Gul&Blå. Filippa oversees all creative aspects of Filippa K, including conceptual vision, fashion design, retail concepts and brand communications. Team Filippa K is a young, dynamic company with a strong company culture that encourages honesty, flexibility and unconven- tional thinking. We have a sincere belief in what we do and the development and perfection of our products are always at the core of things. From the design table to the retail sales floor, there is a genuine sense of teamwork, mutual values and devotion to the advancement of the Filippa K lifestyle. We value free thinking and flexibility. Staying clear of any other considerations than what’s best for the brand, the products and the team, we always trust our own convictions and pursue our ideas without hesitation. Milestones 1993 Filippa K is founded by Filippa Knutsson and her partners Patrik Kihlborg and Karin Segerblom. The first collection of women’s jerseys, knits and jeans is launched through selected retailers in Sweden. 1994 Filippa K is represented by agencies in Denmark and Norway. 1996 The stretch jeans become a big hit. 1997 We open the first two Filippa K stores - one in Stockholm and one in Oslo. Filippa is awarded the “Guldknappen” design prize for Swedish Fashion Designer of the Year. 1998 The Filippa K Man collection is launched and we opened our third store, this time in Copenhagen. 1999 The first Filippa K Man store opens in Stockholm. 2000 We start to grow in Europe and also open two more stores, one in Stockholm and one in Gothenburg. 2001 The European expansion continues with agency representation in the Netherlands and Belgium, as well as the opening of a Filippa K store in Amsterdam. 2002 We open up a showroom in Brussels and enter the German, Swiss and Irish markets. 2003 Distribution is secured in Canada and the United States. The Netherlands has become our second largest market and 50% of our turnover comes from countries outside Scandinavia. Our campaign images are shown at Wetterling’s Art Gallery in Stockholm, celebrating our 10th anniversary. 2004 We open another Filippa K Man store in Stockholm and add high profile retailers abroad such as Selfridges in the UK and Fred Segal in Los Angeles. 2005 The first store in Antwerp opens. 2006 We sign a new agency representation in France. Filippa K opens the first stores in Germany; one store and one showroom in Berlin and yet another store in Munich. In Stockholm the new concept “Ease” is launched with a one-off store opening in the beginning of March..
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