Carefully considered coordinated separates give women the opportunity to incorporate European design, high quality and ethical production values into their lives. This award winning lifestyle brand successfully achieves the balance between current trends and wear-ability, high quality and value, offering a designer look for everyday wear. Based on this enduring philosophy Olsen has become one of Europe’s most successful brands.
Olsen’s core brand values reflect a modern desire to sustain individuality and integrity in our increasingly fast paced lives.
Clearly defined with a fine sense of quality, detail and the latest trends, Olsen is fashion for a positive feeling. It is about interpreting fashion in a relaxed and uncomplicated way for the individual personality.
TARGET MARKET & ADJACENCIES
The Olsen woman is a 30 plus middle-to-high income earner. She loves life, thinks positively, is open minded, intelligent and communicative. She values classic and modern values and attaches great importance to partnership, harmony and friendship in her life. She seeks high quality, fashionable materials at a reasonable price and she dresses to highlight her bright personality. A stylish and appreciative individual, she is not a slave to fashion and enjoys spending time with those she loves.
Olsen was created over in1901 when Hamburg businessman, Alfred L Wolff, established a trading company. Over the years diverse international business activities have developed. The holding company Wolff & Olsen GmbH & Co, which is still owned by the Wolff family today, is divided into Fashion (Olsen GmbH & Co KG), Food (Alfred L Wolff GmbH) and Non-Food (British Continental Trading GmbH) divisions.
In 1959 the foundation of the Olsen fashion division was laid with the importation of Knitwear from the Far East. Olsen’s expertise in textile fashion steadily increased over the years with the establishment of Knitwear collections, T-Shirt and Blouse collections, Outdoor Jacket collections and a Pant collection until the Olsen Collection of co-ordinates was conceived in 1995.
DESIGN & PRODUCTION
Olsen is focused on ethical production and the improvement of working conditions in factories where their garments are produced.
As such Olsen GmbH has implemented a policy guiding Social compliance and ethical work conditions in the supply chain. This is most clearly demonstrated by their membership in the BSCI (Business Social Compliance Initiative) which has seen improved working conditions experienced by workers in factories where their garments are produced.