The Danish womenswear label is taking a slightly different turn for spring 10 with a more subtle look
When one thinks of Scandinavian brands a design aesthetic instantly springs to mind: clean lines, discreet embellishment, putty tones and billowing silks, perhaps with a splash of studding or a jumpsuit thrown into the mix. So when Danish brand Nümph burst onto the scene in 2004 with contrasting overblown prints, starched cotton shapes and a colour-saturated palette, buyers sat up and took notice.
Fast-forward to today, and despite a relatively modest turnover of E9m (£8.1m) for the past year, the quirky contemporary womenswear label now has a presence in 19 countries, heading into Canada and the Far East in 2008.
Nümph boasts 150 UK accounts, from selected House of Fraser stores and etailer Asos through to the bulk of its business – what UK brand manager Marika Drakakis estimates at about 80% – coming from the indies, which include department stores Bentalls in Kingston upon Thames, Elys in Wimbledon and Williams & Griffin in Colchester. “We had a great Pure London and opened another 20 orders,” says Drakakis, who says she “lives and breathes” the brand.
Nümph has six collections a year, with the 250-piece autumn and spring ranges preceded by early spring and early autumn drops, as well as high summer and Christmas collections, which each consist of 150 pieces.
Spring 10 takes a slightly different turn in terms of design, with colours toned down to softer, sorbet shades, with more denim, leather and suede, as well as new details such as pockets on leggings. “Traditionally we focus on vibrant colours such as bright oranges and pinks, but spring 10 will be more subtle, with mint, cream and peach shades and more relaxed silhouettes, feminine styling and floaty fabrics,” explains Drakakis.
Each season, the brand also produces a 100% organic cotton T-shirt featuring an animal print. For spring 10 this is a panda design. “Our animal T-shirts are just another way to show our difference from anything else in the contemporary womenswear market,” says Drakakis.
Nicola Scott, boutique manager for contemporary womenswear indie Bunty & Co in York, agrees it is Nümph’s originality that really sets it apart. “Nümph is our best-selling brand. We have phenomenal sell-through and people love the quirkiness of the brand balanced with the wearability factor.”
Plans for the brand’s UK growth centre around increasing Nümph’s presence in its existing accounts, although Drakakis is excited about the prospect of opening standalone stores in the not-too-distant future.
Mark-up on the collection
Proportion of UK accounts that are indie retailers
Year the brand launched
Nümph: 020 7485 8633 www.numph.dk