Odd Molly, a Scandinavian label inspired by the California lifestyle, has set its sights on the U.S. for major expansion.
To try to make inroads, the company will be showing at MAGIC for the first time. Started in 2002, the omnichannel retail company has 60 freestanding stores, 600 wholesale accounts and distribution in nearly 40 countries through its own e-commerce site. Indicative of its Stockholm roots, the brand is known for its bold colors and unexpected patterns in sportswear, accessories and bedding.
Women’s empowerment, not surprisingly, is key — as well as sustainability the Nasdaq Stockholm-traded company was initially inspired by a Los Angeles skater girl from the Eighties, who beats her own drum and has a lot of integrity. The collection features an assortment of apparel, accessories and bedding in a bold mix of colors and patterns. Ribbed sweaters, knit jackets, bikinis, tank tops, a no-frills baseball cap, towels, shoes, lingerie, robes and sheets are among the offerings.
Through MAGIC, Odd Molly wants to get into not just specialty stores, but major department stores for spring 2019, a company spokeswoman said.
The company also has an Instagram shop to expedite shopping for consumers. Odd Molly has freestanding U.S. stores in Colorado: Vail, Aspen,
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