Lindex invests in start-up – new underwear brand Closely
Lindex joins as partner in Closely, a new Swedish underwear brand for women. The partnership is part of Lindex's work to create new growth opportunities. Behind Closely are two of Sweden's best-known creatives, Tove Langseth and Filip Nilsson.
Until last year, Tove Langseth was CEO of the advertising agency Nord DDB and Filip Nilsson has been Creative Director for more than 20 years at Forsman & Bodenfors, Sweden's largest advertising agency. Together they now launch the new underwear brand Closely, where Lindex joins as partner and investor from the start.
“Our partnership with Closely is an exciting example of how we can create new business opportunities based on our strengths. Through an analysis of the global underwear market, we saw great potential for Tove’s and Philip's innovative idea. Lindex has a unique expertise in underwear and we look forward to joining Closely's journey with these two strong entrepreneurs”, says Lindex's CEO Susanne Ehnbåge.
The launch of Closely is planned for the autumn 2020. It´s primarily a digital brand, but own showrooms are also included in the plans.
“The idea is simply to create the world's best underwear. It may sound cocky but that's how we think. Furthermore, the boundary between underwear and sports is becoming increasingly fluid. We will have a small but uncompromised sports range right from the start”, says Tove Langseth.
Filip Nilsson explains the background to the collaboration.
“About a year ago, together with Lindex, we did a deep dive into the global underwear market, and realised what a revolution this industry is facing in everything from retail to view of women and sustainability. It was impossible not to start sketching a new alternative”.
Follow Closely’s journey on Instagram @closelyofficial and website closely-official.com.
For more information, please contact:
Kristina Hermansson
Corporate Communications Manager
Phone: 46 (0)31 739 50 70
E-mail: press@lindex.com
Lindex is one of Europe's leading fashion company, with approximately 460 stores in 18 markets and sales online. Lindex offers inspiring and affordable fashion for the fashion interested and conscious woman. The assortment includes several different concepts within women's wear, kids' wear, lingerie and cosmetics. Lindex is growing, both in own channels and together with global fashion platforms. Lindex sustainability promise is to make a difference for future generations by empowering women, respecting the planet and ensuring human rights. Lindex is part of the Finnish-listed Stockmann Group. More information is available at www.lindex.com
