Lindex
Lindex is a Swedish fashion chain within the Finnish Stockmann Group. The company has around 5000 employees and approximately 480 stores in 18 markets in the Nordic countries, the Baltic States, Central Europe and the Middle East. In addition to sales in store, Lindex also offers their fashion assortment via online shopping in 28 countries: all EU countries plus Norway. The company has had a rapid international expansion and sales growth. The assortment includes several different concepts within women's wear, lingerie, kids’ wear and cosmetics.
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| Industry | Fashion |
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| Founded | Alingsås, Sweden (1954) |
| Headquarters | , |
Key people | Susanne Ehnbåge CEO |
| Products | Clothing, cosmetics |
| Revenue |  650 MEUR (2015) |
Number of employees | 5,000 |
| Parent | Stockmann Abp |
| Website | www.lindex.com |
The history of Lindex
In 1954, Ingemar Boman and Bengt Rosell opened the lingerie store Fynd in Alingsås. Shortly thereafter, the Lindex company of Gothenburg was acquired, and this was the name then given in time to all the subsequent stores. During the sixties the lingerie selection was complemented by women's wear, in particular jumpers and blouses. Operations were expanded and the first Lindex store in Norway was opened.
During the seventies Lindex continued to grow in Sweden and Norway. The assortment was expanded and Lindex also became known for skirts and trousers as well as kids’ wear. The eighties meant major changes for Lindex and the expansion reached record levels. Major changes occurred in the buying routines, since almost all textile manufacturing moved abroad. Lindex now tested new markets such as Denmark, Great Britain and Finland, but by the end of the eighties, operations were focused on Sweden, Norway and Finland.
In 1993 Lindex opened its first production office in Hong Kong and the company started to carry out inspections to check that no child labour occurred at the suppliers. That same year, Lindex sold the fashion chain Gulins with 770 employees to the Norwegian Finansgruppen. The company's requirements on suppliers were increased and a code of conduct for all suppliers was introduced. During the nineties the company also started to make serious efforts with regard to environmental issues. In 1995 the Lindex Club was started - a club for all loyal customers. At the end of the nineties the trademark Fix was acquired, with colourful kids’ wear.
The beginning of the 21st century was characterized by huge international expansion. Lindex looked east and started its expansion in Central Europe and opened stores in the Baltic States, the Czech Republic and Slovakia. In 2007 the Finnish listed company Stockmann became the new owner of Lindex and with their help the Russian market opened up for Lindex. In 2008 Lindex opened its first store in St Petersburg and the following year the first Lindex store in Moscow was opened. In 2009 Lindex opened its first store in Slovakia. During the 2010s Lindex continues to focus on Central Europe. Stores are opened in Prague and Bratislava. Lindex is now one of Europe's largest fashion chains with approximately 480 stores and a turnover of 650 MEUR.
Organisation
Stockmann
Since December 2007 Lindex is part of the Finnish Stockmann group that is listed on NASDAQ Helsinki. Stockmann has its head office in Helsinki.
Lindex board of directors
Chairman Lauri Veijalainen, CEO Stockmann
Eva Hamilton, Senior Advisor Arholma landsort, former CEO SVT
Rossana Mariano, CEO and founder RMPR
Tracy Stone Munn, Global Sales Director L.K Bennet
Susanne Najafi, Entrepreneur and founder BackingMinds
Employee Representatives: Caroline Kull Magnusson and Ann-Britt Neckvall
Deputies: Clary Erenman and Cecilia Dahlström
Head office
Lindex head office is located in Gothenburg, where approximately 400 people work in buying, design, marketing, IT, communication, human resources, finance, logistics and distribution
Stores
Lindex is one of Europe's leading fashion chains with approximately 480 stores in 18 markets and Lindex Shop Online available in 32 countries.
Country office
Lindex has country offices in Sweden, Norway, Finland, the Czech Republic and England. Country offices are responsible for the results and store operations, but also that the Lindex concept is realized in the stores.
Production
Lindex does not own any factories, instead they work with independent suppliers and factories around the world. To ensure that the garments are manufactured with the best possible processes and working conditions, Lindex has production offices in the main production markets - China, Hong Kong, Bangladesh, India, Turkey, Myanmar, Srilanka and Pakistan.
The fashion assortment
Lindex offers a wide assortment with several fashion concepts within women's wear, kids’ wear, lingerie and cosmetics. Characteristic of Lindex fashion is good fit, quality, value for money with the right fashion feeling that is produced in a sustainable and responsible way. Lindex fashion has a clear Scandinavian heritage that influences the design of the garments.
Women’s wear
Lindex assortment consist of three core concept: Easy, Sharp and Holly & Whyte. Besides these three core concepts, Lindex also has a cosmetic brand (Lindex beauty) and an assortment with maternity wear and a big range of accessories.
Lingerie
Lindex started as a lingerie store in Alingsås, Sweden and has over 60 years of experience and knowledge of creating lingerie for women. The company is the market leader of lingerie in Scandinavia. The bra concept is called Bra-volution and consists of 14 different fits for many different needs, body shapes and preferences. Each fit is available in several styles with different materials and colours to choose from and the customer can always match her bra with a variety of panties. The bra assortment is designed after extensive tests in which women of various ages, bra sizes and preferences tested several fits. In addition to the wide assortment Lindex also has the lingerie collections Ella M and So.U and offer socks, hosiery, nightwear and swimwear.
Kids’ wear
Lindex is the market leader in kids’ wear in Sweden. Lindex works with a wide assortment consisting of tops and bottoms, outerwear, nightwear, underwear, swimwear and various types of accessories. The collections are created in three groups: Newborn collection in sizes 44-86, toddlers in sizes 92 -122, and sizes 128-170 for the oldest children. Today 100% of the Newborn assortment is made of more sustainable materials.
Sustainability
Lindex sustainability ambition is that: “Lindex will be recognized as a leading fashion retailer, known as one of the most sustainable, open and trusted companies in the industry. We want to be the company that has gone beyond business as usual and sought to drive change. By being innovative, transparent and act to create a positive impact, we will create a sustainable difference together with our suppliers, partners and customers.”
Lindex sustainability goal is that 80 percent of the assortment will be more sustainable by 2020.
Lindex publishes their sustainability report annually, where the company describes its sustainability work, the progress that has been made during the year and the challenges the company faces. The report is published in April each year on Lindex website.
One Bag Habit
On June 1, 2017, Lindex launched together with H&M and Kappahl an initiative called One Bag Habit. The initiative wants to contribute to reduced consumption of bags and an increased awareness about plastic bags’ negative environmental impact. The three fashion chains will therefore start to charge for their plastic bags and will donate the surplus from this sales to different causes that support sustainable development. Lindex will charge 1 SEK for small bags and 3 SEK for larger bags. Initially the One Bag Habit will be launched in Sweden. The fashion chains’ joint ambition is to expand the initiative to their other markets.
Omni
Lindex started Shop Online in Sweden in 2007. In 2010 the Shop online was launched for Finland and 2011 it was launched in Norway and all EU countries. Lindex offers the customer a coherent shopping experience between physical stores and Shop Online. E.g. the customer can order a Lindex garment online and choose to pick it up in the closest Lindex store.
Awards
2006 Marketing Manager of the year (Johan Hallin)
2008 HR Manager of the year (Sofia Brax)
2009 Interior concept of the year, Habit modegala
2009 Fashion chain of the year, Habit modegala
2013 Fashion chain of the year, Habit modegala
2015 Sustainability prize of the year (SWAR), Habit Modegala
2016 CEO of the year, (Ingvar Larsson), Chefsgalan
2017 Omni-channel of the year, Jetshop Awards
Designer collaborations
2009-2011 Ewa Larsson
2010 Narciso Rodriguez
2011 Rachel Zoe - stylist collaboration
2012 Missoni
2013 Matthew Williamson
2014 Jean Paul Gaultier
Models
2005 Emma Wiklund
2007 Izabella Scorupco
2007 Alec Wek
2007 Mini Andén
2008 Caroline Winberg
2010-2011 Carmen Kass
2011 Reese Witherspoon
2012 Gwyneth Paltrow
2013 Penélope Cruz
2014 Kate Hudson
2014 Karen Elson
2016 Sienna Mieller
2016 Ashley Graham
Stores
Own stores: 438
Sweden: 210
Norway: 100
Finland: 60
Czech Republic: 26
Estonia: 10
Latvia: 9
Slovakia: 9
Lithuania: 9
Poland: 3
UK: 2
Franchise: 43
Saudi Arabia: 17
Bosnia and Herzegovina: 8
Serbia: 6 (+ Shop Online)
Iceland: 6 (+ Shop Online)
Kosovo: 2
Albania: 1
Tunisia : 1
Qatar: 2
Denmark: 1