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© Trollbeads 2015
Brand PresentationNovember 2015
2© Trollbeads 2015
Vision
Trollbeads is more than well designed beads - it is an art form. Every day some of the world’s leading glass and pressures metal designers crafts new and distinct beads –each bead represent a small artwork. Trollbeads isn’t a flaky fashion product but some thing permanent, an investment which just as art constantly gains value – both emotionally and financially.
Compare five supposedly identical beads and you’ll discover the essence of our brand; true individuality. Each and every bead is unique a fact we pressure more than anything – the fact that everything leaving our building is truly unique.
You’ll find that every function in our company begins with the deepest respect and admiration for the art of creativity. For us creativity is more than a beautiful design, it is a unique story, an irresistible journey, a never ending discovery and solid craftsmanship.
Just as our life is all about new impressions and discoveries so is
Trollbeads. The uniqueness of every bead is what draws hundreds of thousands of
fans to our brand – constantly allowing them to dis cover new and fascinating dimensions of our design, no matter if
we’re talking about a single bead or an entire new collection.
Trollbeads represents two distinct dimensions; our jewelries and our communities. Every day hundreds of thousands of fans live the spirit of our brand online and offline– exploring, sharing and discovering new layers of our brand; our branded community.
We fundamentally believe in positive thinking. Our mission has been and always will be to craft designs which will be able to help thousands of fans onto a stimulating journey of joy. For us joy is more than a ship and the unique camaraderie our brand is able to generate.
For us harmony is not only about the fine balance between colors, glass, metal and a unique design, it is also about the harmony our fans feel once wearing their favorite beads.
The brand share’s with the consumer, it shares with the retailers. It share’s the Trollbeads universe with anyone wishing to open up to it.
3© Trollbeads 2015
The story started in 1976
History
1976
The first silver beadFaces was the very first bead in the collection and was made of Sterling Silver. Faces is designed by Søren "Silversmith" Nielsen and is instantly sold from his dad’s goldsmith in Copenhagen, Denmark.”
The first shopThe founder of Trollbeads, Lise Aagaard, opens a jewelry store of her own in Kgs. Lyngby, north of Copenhagen, Denmark.
1987
1988
Gold beadsGold enters the collection.
The beginningThe story of the original and unique Trollbeads starts in Denmark.
19762000
The DesignersTo increase diversity of the Trollbeads collection, 10 well-known Danish jewellery designers are invited to design for Trollbeads. Mette Saabye(pictured) is one of them.Until the year 2000, all Trollbeads had been designed by members of the Nielsen/Aagaard family.
The LocksThe first characteristic Trollbeads locks are added to the collection. The idea of letting the lock be a piece of jewellery in itself is still unique for the Trollbeads brand today.
2000
Glass beadsLise Aagaard invents the glass bead. The first Trollbeads in glass are introduced to the customers, without a silver core. 2001
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Trollbeads revolutionized the jewelry market
History
2003
NecklacesProduct line is extended with the Fantasy Necklace.
20032005
20042007
New MarketsTrollbeads enters the next level –internationalization. First came USA, Spain and Hong Kong.
New MarketsBenelux, Norway, Germany, Japan, Austria, Greece, Switzerland and Sweden.
EarringsEarrings enter the collection.
2006
New MarketsAustralia, South Korea, Italy and UK.
AmberNorthern Gold - amber enters the collection.
2007
EventsTrollbeads starts big events and shows the playfulness of the brand.
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The story created the foundation for a succesful future
History
2008
New MarketsSouth Africa,France andCzech Republic.
2010 New MarketsEstonia,Latvia andLithuania.
Gemstones and ringsNew entries to the collection.
New braceletLaunch of the Bangle.
2010
New braceletLaunch of a new way to wear the beads - the leather bracelet.
2011
New MarketsCanada,Mexico,Singapore,Taiwan,Philippines andSlovakia.
2012
New MarketsRussia andTaiwan.2008
People’s BeadFans and customers are invited to design a bead in the People’s Bead competition. This has been a recurrent event ever since.
2009
SubsidiariesTransition from distributors to subsidiaries in US and Scandinavia.
2011
2012
Trollbeads A/SChange of company name from Lise Aagaard Copenhagen A/S to Trollbeads A/S.
2013
New MarketsChinaKuwait
SubsidiariesTransition from distributors to subsidiaries in UK
Launch ofnew revolutionary
jewelry concept
2015
New MarketsUAESlovenia
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Quality
• Hand-crafted creation of high quality
• Precious materials such as gold, silver, pearl and amber
Design
• Around Lise Aagaard, more than 70 established designers:
- Freelance
- Employed
• Every bead tells a different story
Creation of beads
Structured and innovative product development
Event
• End consumers become Trollbeads designers
• “People’s Bead” includes the consumer in the design process
• Creative self-fulfillment for consumer and emotional binding through participation and integration
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Product offering Collection revenue split
Product offering
A comprehensive portfolio of premium jewelry where beads represent 70%
70%
2%
11%
1%4%
9%1%
2%
Beads
Acc. jewelry
Bracelets
Earings
Fantasy
Locks
Pendants
Necklaces
Rings
Other
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Retail pricing
High quality products within gold, silver and glass from EUR 28 – EUR 1,369
10,195
1,580
750
DKK 11,250
2,250
3,750
5,250
6,750
8,250
9,750
18 ct GOLD (total = 41 pcs.)Individually priced.
560
210
150
DKK675
225
300
375
450
525
600
64 pcs.
42 pcs.
53 pcs.
45 pcs.
18 pcs.
8 pcs.
SILVER (total = 230 pcs.)150
1,145
230
300
450
DKK1,200
117 pcs.
27 pcs.
5 pcs.
1 pc.
GLASS (total = 150 pcs.)
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Assortment development
Well-managed assortment
Product portfolio
• Current product portfolio consists of more than 500 beads, roughly 40 bracelets and necklaces each, around 30 locks and other products
• New product introductions broaden the portfolio (limited editions, new products, new designs, etc.)
• Retired products are delisted to keep the running portfolio clean
• New product concept will increase SKUs in assortment
• 16 categories: silver, glass, gold, chains, locks, earrings, rings, etc.
Assortment management
100 new products p.a. IN
100 old products p.a. OUT
Best selling portfolio
= 500 core products – all true to the brand and within the product triangle
© Trollbeads 2015 10
Articles per price level Value of consumer
Product break-down by price group
85% of the products have a retail price less than DKK 750
303
215
25 30 2511
1 20
50
100
150
200
250
300
350
Price level in DKK
No
. of
arti
cles
DKK 623
Consumer selecting a jewelry type
DKK 500to
DKK 20,000
End user’s jewelry purchasing process:Jewelry
end user price
High potential of repeated end user purchases
DKK 500 to DKK 20,000
Collectables (example)
Single jewelry
DKK 623
© Trollbeads 2015 11
Consumer brand positioning
Definitions
• Discovery: high level of detailspossibilities to explore the single
bead inherent in the product
• Defined: the contrast to discoveryclear-cut
• Individuality: the beads are always unique
• Cookie cutter: Products associated with a factoryno value for the consumers
Introducing a clear positioning
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Four consumer segments
Shifting focus to segments 2, 3 and 4 creates a significant growth potential
Segment 1
Segment 2
Segment 3
Segment 4
… have an extreme passion for the brand and they live through the brand. They are cultural carriers keep
… wear their bracelets with pride. They are the cultural communicators and they draw energy and gain fulfillment from sharing with and educating others create to ambassadors
… live the brand in their own way. They do not need to share, follow or lead. They are the most emotionally connected and regard their beads as a personally investment. They are quiet communicators growth
… are creative individuals who appreciate the individuality the beads have to offer. They are much more into fashion than other segments. They are promoted to the brand by receiving a Trollbeads gift growth
Trollbeads was driven by Segment 1, as they have been the loudest,
most connected group
Focus in the past
Focus on Segment 4, 3 and 2while simultaneously
not diminishing Segment 1
Focus in the future
Change of focus promises a significant
growth potential
S. 1 Segment 2 Segment 4
Loya
lty
Significant growth potential
5%
25%
Segm. 3
15%
55% Size
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Trade Marketing POS materials to support product launches
Mood Book Retailer inserts
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Online platformsLocal e-commerce and social medial platforms
- Turkish website including e-commerce maintained and run locally
- We provide global content and you can add local content
- Turkish Facebook maintained and run locally
- We provide global content and you can add local content
- We also work with Instagram, Pinterst, Youtube and Snapchat
15© Trollbeads 2015
Trollbeads Partner B2B platform
- Order handling with Trollbeads A/S and your Franchise partners
- Download marketing materials
- Product guides
- Quality guides
- Sharing best practice across markets
- …and much more
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Sales and product training Create enthusiasm for the beads and a passion for explaining to end consumers what they represent
“ Trollbeads is a company that wantseveryone to succeed”
Stacey Kaiser, Black Mountain Jewelers
Approach
Training material
• E-learning modules
• Product categories
• Jewelry building exercise
• Price structure
• Product care
Academies
• Regular academies for selected retailers atTrollbeads’ premises
• Develop Trollbeadsambassadors
• Train Trollbeads experts
Training contents - Examples
The art of storyselling• Introductions• Learn a story every day• Love, wear and share about
your Trollbeads
Jewelry building exercise• Tools: Play tray, story book,
selection of beads and locks• Steps 1 to 10 to build jewelry by
Theme Color Own personal story
Product categories Putting it together• Bracelet• Leather bracelet• How to use a lock• Fantasy necklace• Rings
Price structure Bead care• Silver and Gold• Leather• Amber• Glass• Freshwater pearls• Precious stones
© Trollbeads 2015
Retail concepts
Branded Point of Sales
Concept Store
Consession/Sales Island
Unbranded Point of Sales
Premium
Wholesale (No furniture)
Shop in Shop/Premium Plus
© Trollbeads 2015
Concept store
Concept Store
Consession/Sales Island
Shop in Shop/Premium Plus
Premium
Wholesale (No furniture)
Odense, Denmark – 83 SQM
© Trollbeads 2015
Concession / Sales Island
Concept Store
Consession/Sales Island
Shop in Shop/Premium Plus
Premium
Wholesale (No furniture)
© Trollbeads 2015
Shop in Shop
Concept Store
Consession/Sales Island
Shop in Shop/Premium Plus
Premium
Wholesale (No furniture)
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Point-of-sales in established markets:
More than 3.000 point-of-sales in more than 35 markets worldwide
Global presence 2015
Established markets
Expansion marketsNew markets:Kuwait, UAE, Slovakia
Expansion markets:Argentina, Brazil, Chile, China, India, Indonesia, Malaysia, Norway, Thailand, Turkey, UAE and Gulf region
EMEA: America:
Germany 700 USA 500
Italy 630 Canada 80
BeNeLux 350 Puerto Rico 1
France 130
United Kingdom 300
Scandinavia 260
Austria 80 Asia-Pacific:
Switzerland 70 Japan 23
Greece 10 South Korea 10
Baltics 10 Hong Kong 8
Czech Rep. 6 Taiwan 6
Slovakia 1 Philippines 4
Spain 10 Singapore 3
Russia 3 China 1
South Africa: 33 Australia 35
Kuwait 1 New Zealand 2
UAE 2 Vietnam 1
Mauritius 6
© Trollbeads 2015 22
Trollbeads A/SToldbodgade 13DK-1253 Copenhagen