Case facts

Client Second Female

Trade show CIFF

City København

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New shop concept to ensure continued growth

To continue its growth, the Danish fashion brand Second Female needed innovation. The company was looking to create a unique shop-in-shop concept applicable across markets – and with strong brand recognition.

The result of these efforts was a stylish shop-in-shop concept for five brand-new department stores in the Netherlands – a concept that is going to be utilized across all markets in the future.

How Second Female created a stylish shop-in-shop concept for five brand-new department stores

”In some of our markets, we had reached a point where we needed to innovate to continue growing. So when we were offered the opportunity to open five shop-in-shops in a new department store chain in the Netherlands, we had to say yes.” 

– Nicoline Florin,
Key Account Manager & PR at Second Female

We were looking for a shop-in-shop concept that would position Second Female as a fashion-forward brand with international character. And we wanted a concept that could match our profile for many years.

Second Female is known for its feminine and sophisticated expression with underlying Scandinavian values. We have worked hard to create a visual expression that reflects our brand’s focus on effortless luxury and functionality.

”It was a big investment. So, of course, we wanted to create a really impressive shop-in-shop concept that could be used across all markets in the future.

We knew that we were facing a project which would require both time and knowledge that we were unable to deliver ourselves. From the very first meeting, we felt confident that Easyfair was able to deliver everything we wanted in terms of quality, materials etc. Easyfair had no limitations. It was just a matter of getting started.”

– Nicoline Florin,
Key Account Manager & PR at Second Female

Second Female CIFF 2017

Everything was ready on time – despite challenges

We were on a tight schedule for the five new Hudson Bay department stores in the Netherlands. But despite tight deadlines, the department store was not ready when the Easyfair team arrived to set up the shop.

"Although we had to improvise a bit, everything was ready on time. It was extremely valuable to work with a team of professionals who had solutions for every challenge we faced. In fact, our shop was one of the first ones ready, ahead of schedule. Our cooperation with Easyfair has truly been impeccable."

Despite a high pace, every detail should be under control.

“We are used to working extremely fast, so it’s great to meet a team of professionals with a solutions-oriented approach. They replied quickly to every inquiry and made an extremely detailed first layout – something that we would never have been able to make ourselves.

We were surprised by the many details you have to pay attention to when creating a shop-in-shop concept. It made us feel calm and confident knowing that we were working with an experienced team.”

Now we can quickly set up new shops.

“We didn’t need to hire an internal team to handle the shop-in-shop concept. Everything was outsourced to Easyfair. Obviously, we have spent time developing the concept with our design team. But now that everything is designed and ready, we can set up new shops – quickly and easily."

– Nicoline Florin, key account manager & PR at Second Female

Want to know more?

Jakob Nøddesbo
Concept developer

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