The Syversen family invests in Danish legwear brand - Dear Denier.
Syversen AS invests in 2019. In a challenging market, they
bought Sweden's leading swimwear brand, Panos Emporio. Now they invest in legwear, as they are buying into the Danish sustainable brand, Dear Denier.
– SYVERSEN Group is built on socks and tights, and Dear Denier has a modern approach to the category, says Hans Erik Syversen, partner of Syversen AS.
Dear Denier, is sustainable products, produced in Italy, with the right designs. Also, Katrine and Frederik who have started the brand, are two people we really like.
"We are confirming the position of the brands we already represent, while at the same time expanding our portfolio of brands where we are also investing as owners. The acquisition of Panos Emporio, and the investment in Dear Denier is part of a long-term strategy, where we want to be part of the ownership” he said. “We're already big on tights with OROBLU and Calvin Klein, and Dear Denier fits well next to these brands.
Dear Denier, also matches our strategy of offering more sustainable products forward”.
Nordic distributor with international brands
The Syversen Group currently represents brands such as Calvin Klein, Ralph Lauren, DKNY, Oroblu, Marlies Dekkers, Muchachomalo and SAXX. They own the brands Panos Emporio, Note and Eton Socks, and have helped build the brand Greater Than A together with Aksel Lund Svindal.
– We are good at building brands, logistics and distribution. Although the industry is under a lot of pressure at the moment, we are in the fortunate situation that we have many international companies who want to work with us. In fact, we've never had more international companies approaching us than now, says Syversen. "Synergies and co-operation with producers and retailers is more important than ever. We are known for quality, integrity and to build brands through distribution. In particular, international co-operators appreciate that we can handle both Scandinavia, Finland, and Baltic states” he says.
Plan to grow Dear Denier Internationally
We are planning, together with Dear Denier to further develop the brand and product, and increase distribution both in Scandinavia and internationally.
– Katrine and Frederik have convinced us with their love of product, their flair by design, and interest in sustainability. – The Syversen family understands what I want to accomplish with Dear Denier. They have a lot of knowledge about the product, a modern logistics-center, and a large network both in the Nordic region and internationally, says the founder Katrine Drost, who runs the company with her husband Frederik.