It may stick to the same palette each season, but this Danish brand still pulls off a distinctive look.
Positioned as a competitor to Danish brand Noa Noa and Dutch brand Sandwich, Nü by Staff Woman has only been available in the UK since spring 10, but the contemporary womenswear brand has grown its stockist numbers to about 40 for spring 12 as it capitalises on the UK’s penchant for Danish fashion.
Worldwide it has about 750 accounts, with most of these in its home market of Denmark and its largest market, Norway, as well as 20 standalone stores in Norway, Denmark, France, Holland and Italy.
Starting life as Staff Woman in 1997, the brand was the brainchild of husband and wife Lars and Jannie Schacksen. The collection originally focused on functional clothes, which included multi-pocket designs for hairdressers (Jannie previously worked in the trade). However, after a couple of seasons it evolved into the contemporary womenswear brand it is today, changing its name to Nü by Staff Woman for spring 09.
“Nü has a very distinct handwriting,” says sales director Steen Bjerregaard. “It is about a complete look. We tend to use the same colour palette, consisting of grey, black, sand and light brown, season on season, so consumers can mix and match pieces from one season to the next. This means we don’t need to put anything on Sale in our own stores because customers can match items from different collections and, as our DNA is so strong, they will always go together.”
Stockists of the brand, which is distributed by Four S Collections in the UK and Republic of Ireland, include contemporary womenswear indies Ruby Blue in Sheen, southwest London, Coco Boutique in Exeter and Escape in County Wicklow, Republic of Ireland.
“Nü has a very individual look,” says Coco Boutique owner Sarah Calcraft. “Once you know the brand it is easy to recognise it, but it definitely appeals to a wide variety of customers and age ranges.”
Bjerregaard adds: “Anyone can wear Nü. It’s definitely not age-specific, it’s more about the look than being tailored towards a set age range.”
Wholesale prices range from £6 for a scarf to £70 for a jacket. Nü has introduced some bolder colours for spring 12, including orange and electric blue, to keep the collection on trend.
“Some of our customers will want to wear fashion colours while others will stick with the core colour palette, but it was important for us to have it in there,” says Bjerregaard.
Nü has not ruled out the possibility of opening a standalone store in the UK when the brand is more established.
- Nü by Staff Woman 020 7636 3955 www.nu-woman.dk