Ten Minutes With Bo Storm
CEO, BB Distribution Denmark A/S
We sat down with Bo Storm, CEO of BB Distribution Denmark, distributor of Bjorn Borg, the eponymous sportswear brand founded by the Swedish tennis star and SOS Black Snow, the high end skiwear brand. He explains his reasons for joining the CIFF platform this season and why Crystal Hall marks an exciting new addition to Copenhagen Fashion Week.
This upcoming Fall/Winter 2013-14 fair will mark your first season at Copenhagen International Fashion Fair. Why have you decided to show at CIFF this season?
Fashion is about moving into new places and so we see the transformation taking place at CIFF as an important step forward for Scandinavian fashion. We decided to present both Bjorn Borg and SOS Black Snow at CIFF because we believe in CIFF's new direction. It fits exactly with the direction our brands are moving in.
CIFF is currently undergoing a major transformation. Was this a factor in your decision to join CIFF this season?
Absolutely. We're very impressed with what Kristian Andersen has been doing at CIFF for the past two seasons. We believe that Kristian and his team are on their way to creating a high caliber platform for the Scandinavian fashion industry. We are present with both Bjorn Borg and SOS Black Snow because it makes sense strategically for us to be here.
You're presenting both your mainstream Bjorn Borg sportswear line as well as your more upscale SOS Black Snow line. Each brand targets a very different end customer. Can CIFF be a good fit for both?
We will be showing a small selection of looks from SOS Black Snow in Crystal Hall, an area designed to showcase more forward looking brands. That's what is so impressive about the new direction at CIFF. There is now room for both lines on the same platform. For us, this represents a much more efficient way of doing business.
What is it about Crystal Hall that attracted you?
Crystal Hall will add a new dimension to Copenhagen Fashion Week, one that will bring a new breed of buyers from around the world and inject new spirit into a somewhat tired Fashion Week. We believe it will open up new opportunities for expansion. We're very excited to be part of it.