Monton increased its presence at the top European department stores from 3 to 25 in a single year
Since the beginning of 2016, the international fashion brand Monton, which was created in Estonia and belongs to the Baltika Group, has been securing its presence in the most popular and long-standing chain of department stores in Europe – Peek & Cloppenburg. While the spring/summer collection of 2016 was available in three Peek & Cloppenburg stores in Germany, then in 2017, the Monton women’s spring/summer collection will be reaching 25 P&C stores in Germany, Austria, the Czech Republic, Bulgaria, Croatia, Poland, Hungary, and Romania.
According to Lea Endrikson, Head of Wholesale and Franchise at Baltika, Monton is the only East-European fashion brand represented at Peek & Cloppenburg department stores. “Thanks to the internationality of the brand, Monton’s collections appeal to customers all over Europe,” said Endrikson.
The contract for selling Monton’s collections at the dignified Peek & Cloppenburg department stores was concluded between Baltika and P&C at the end of 2015, whereas Baltika is one of the direct suppliers of P&C department stores, standing next to large international brands, such as Max Mara, Hugo Boss, Calvin Klein, etc. in that list.
“In addition to the essential German market, where you can multiply sales, the distributive network and business environment over there is a challenge for Baltika in the best sense of the word, because the direct suppliers of Peek & Cloppenburg must meet high international standards. Thereby, the priorities include responsible production and stable quality,” said Lea Endrikson. She also added that the Monton’s collection heading for Germany was adjusted based on the demands of the German market. “German women appreciate jackets and suits the most, which is why we have increased their portion in our collection. The feedback on one season confirms that we are on the right track. The feedback is positive; a good fit and quality are most valued, as well as the fact that Monton’s clothes are both easy to buy and wear,” said Endrikson.
In addition to Germany, Baltika exports the collections of its five clothing brands – Monton, Mosaic, Baltman, Bastion, and Ivo Nikkolo – to more than 25 countries. Export makes up nearly 60% of Baltika’s sales revenue and in 2015, reached nearly 28 million euros.
Baltika Group is the largest fashion design enterprise in the Baltics that assembles five successful international fashion brands – Monton, Mosaic, Ivo Nikkolo, Baltman, and Bastion. The retail network of Baltika includes 130 stores in Estonia, Latvia, and Lithuania. In addition, purchases of all five fashion brand collections can be made at the online store at andmorefashion.com, which delivers to 44 countries. Thanks to franchise and wholesale partners, the fashion brand collections of Baltika created by Estonian designers are sold all across Europe, including in the most long-standing and valued European chain of clothing stores Peek & Cloppenburg.