Nümph launches new brand And Less

By

Bruno Joly

Published
Jan 4, 2016

Nümph will shortly be launching a new womenswear fashion brand. The Danish brand will celebrate its tenth anniversary in 2016 by expanding its range in the autumn with And Less, a minimalist brand targeting the niche made famous by the H&M group's COS.

"It's very New York, very basic, with extremely clean lines. It's not for adolescents, our target is 25-40 year old consumers," said Barbara Colas, in charge of Nümph's French distribution as well as of Anerkjendt's, Nümph's menswear counterpart launched three years ago.

In total, And Less will feature 4 collections a year, and the pre-autumn one, its first, will consist of approximately 100 items. The retail price for a skirt, jacket or knitwear will range between €75 and €100.

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Barbara Colas, who works with 150 retail customers for Nümph in France, estimated that about a third of them will also handle And Less.

In January and February, the new brand in the Nümph universe will show in Paris at Who's Next, as well as in Berlin at Panorama, in London at Pure, and in Amsterdam at Modefabriek .