BTX GROUP

BRAND
BOOK

BRANDBOOK | 1
 CONTENT
WELCOME Dear reader,

Welcome to our brand book!

On the following pages, we will introduce you to

TO THE the six individual brands in BTX Group’s portfo-

lio. You will get to know the interesting women
we target with B.Copenhagen, B.Coastline, CISO,

BTX
JENSEN Women, Brandtex and Signature.
Our roots are very important to us. Founded in
1935, BTX Group is one of the first Danish textile
pioneers. Today we are among the key players in

FAMILY the Nordic fashion industry.

In this book, we will unfold a bit of our back-
ground because it gives an understanding of our
visions, our culture, and who we are today.
BTX Group has a long and impressive history, and
we are proud to be able to build on top of this
solid base. In the brandbook, you can read more
about our visions for the future and our ideas on
how to continue developing our company.
Our goal is to remain a top player in our segment,
and we plan to add many more exciting chapters
to the textile adventure, once started under hum- Founded by hard-working textile pioneers 4
ble conditions in Brande, Denmark. Creating fashion that makes women feel great // Taking responsibility for our environments 5
Today, we offer six strong brands - each with
Value for money // Closeness & partnership 6
a specific identity, look, and design-DNA. This
A flexible shop-in-shop solution // Welcome to our B2B webshop // Let us assist you! 7
means that every season, BTX Group offers a wide
range of fashion collections, express items and Meet our six brands 8
Stock Service. Introducing the B.Copenhagen woman 10
Individually or combined, our brands provide our Introducing the B.Coastline woman 14
retail partners with strong value and great growth
Introducing the CISO woman 18
potential!
Introducing the JENSEN woman 22
Enjoy reading! Introducing the Brandtex woman 26
Introducing the Signature woman 30
Facts & figures on BTX Group 35
Let’s keep in touch 36

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FOUNDED BY HARD-WORKING TEXTILE
PIONEERS WITH STRONG STRATEGIC SKILLS WE CREATE FASHION THAT MAKES
The history of BTX Group begins with the foundation of Brandtex in 1935. Anna and Aage WOMEN FEEL GREAT
Petersen established a small textile company in Brande with a production primarily based
on women working on small sewing machines at home.
It’s our mission to CREATE FASHION THAT MAKES WOMEN FEEL GREAT.
The owners’ ambitions were high, and they worked diligently every day. They wanted to expand,
and the company cleverly adapted to new market demands. In the early 60s, Brandtex made a Each of our six brands offers four collections a year plus express items or
strategic decision to focus on womens’ pants. It showed to be a wise decision. Brandtex stan- lines. We also provide retailers with a range of Stock Service.
dardised the production and expanded with modern and efficient production facilities - first in
Denmark, and later also abroad. Brandtex became one of Northern Europe’s largest clothing In different ways, all of our brands deliver a comfortable wardrobe that cele-
manufacturers. brates the modern woman. Focus is always on fit, fashion and comfort, and
we have great knowledge of constructing women’s clothing considering how
The business continued to grow quite impressively, and Brandtex began acquiring other textile the female body changes with age. We see ourselves as trend followers rather
companies and establishing new brands from scratch. Gradually, the company developed into than first movers – this is a highly commercial strategy that attracts a large and
a multi-brand fashion house. loyal target group.
Good quality is a must to us and our prices are affordable - our customers
The Brandtex group was owned by the Petersen family until 2005 – today the business is owned will definitely get value for money.
by Grow Capital and the group is now named BTX Group.

The well-known name Brandtex is now one of BTX Group’s six strong women’s wear brands – WE TAKE RESPONSIBILITY TO
each of them still designed in Brande, Denmark.
PROTECT THE ENVIRONMENT
The values once founded by hard-working and strategically far-sighted textile pioneers
are still essential in BTX’s spirit and company culture. When developing new collections, we always aim at designing and producing
long-lasting items of great quality and fit. In this process, we seek to keep a
proactive approach towards our suppliers to find more sustainable choices.

BTX Group demands all suppliers to sign our Code of Conduct, which includes
requirements with regard to human and labour rights as well as environmen-
tal protection. Specifically to our brand B. Coastline we have attached a range
of sustainable initiatives, e.g. production with special water saving techniques
and using organic cotton, recycled polyester, sustainable viscose etc.

BTX Group wants to be a part of the solution to change our industry towards
a more sustainable world, and we are confident that our steps will have an
important and positive impact, in close cooperation with the partners in our
supply chain, and the industry as a whole.

In 1968, two generations of the family company are looking at the prospect for further expansion of Brandtex.
Max Petersen (left), and Aage Petersen (right)
BRANDBOOK | 5
 WHAT’S CLOSENESS & A FLEXIBLE SHOP-IN-SHOP
PARTNERSHIP SOLUTION
IN IT FOR BTX Group offers several business solutions.
Our goal is to create win-win solutions and
Some of our customers have expanded our partnership with a shop-in-shop concept.
We offer a flexible shop-in-shop concept individually adjusted to the profile and size of your store and the
brands you carry.

YOU? to build close relationships with our retail

partners.
We see closeness and responsibility as key
The concept is well-proven, as the design is inspired by the thoroughly tested Like ANNA store concept.
By running the Like ANNA concept stores, we get directly response from end-consumers for the benefit of
BTX as well as for our retail customers.
aspects in the retailer-supplier cooperation.
Regardless of the size of your shop-in-shop or the number of BTX brands you choose to carry, we aim to
Currently, we cooperate with 3,000 customers
establish an even closer partnership with you. With our shop design, you always have an attractive, exciting
- multibrand shops and department stores -
and up-to-date presentation of the BTX collections.
all over Europe.
When you do business with BTX Group, you
get the opportunity to concentrate a large
WE GUARANTEE part of your purchases in one place. With
our six brands, we target many different

YOU VALUE FOR types of women. Some of them - or maybe

all of them - you know from your own store. WELCOME TO
MONEY! BTX delivers the entire palette, and you
achieve clear synergies in your business OUR B2B
by consolidating your purchases at fewer
BTX Group guarantees you value for money.
Our employees are quality minded and highly
suppliers. WEBSHOP
engaged people with an eye for details. This
mindset permeates the entire organization We offer our partners access to the
- from design, through administration, leader- BTX B2B webshop.
ship, quality control, logistics, marketing, and Our sales people love visiting you
sales. in your shop, talking to you on the LET US
Retailers benefit from the proud traditions and phone or e-mailing with you. But
great knowhow, BTX Group can offer.
Our products are made to last more than one
sometimes you might want to order ASSIST YOU!
new supplies quickly and outside
season. We make an extra effort when choos- normal opening hours. You are always welcome to contact our Social Media
ing the very best of fabrics, trim, production That’s why we have developed the experts - they are ready to assist you with your online
techniques, and finishes. BTX webshop! At the platform, you communication.
Our designers have a profound experience in have easy access to our six fashion Do you need some great style pictures?
developing Danish fashion design, and they brands and NOOS programs. The Our in-house marketing department can guide you to
give high priority to fit and comfort when cre- webshop is open 24/7 - whenever it is easy access to our image gallery where you’ll find profes-
ating new fashion pieces. Of course, this counts convenient to you! sional photo material for PR or marketing purpose. This
for each of our six brands – each providing you At the BTX B2B webshop you will also service is free of charge, and the image bank is very easy
with four yearly collections as well as express find special web offers, and you get to navigate.
lines and Stock Service. the opportunity for a larger profit. Our brands provide retail partners with logo signs, poster
frames, and new eye-catching posters for the season.

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 MEET OUR

6 BRANDS

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 THE
COOL
URBAN
The B.Copenhagen woman LOOK
PLEASE, LET’S INTRODUCE HER!

REFLECTING
”
The city is in my DNA.
I love Copenhagen with all of its diversity,
creativity and warmth.
MY FEMININITY

I enjoy what urban life has to offer me:

Company, new experiences, fashion shops
and great restaurants, culture, people
with different life styles…
I have modern attitudes. And I’m not
ashamed to say I have self-confidence!
I love B.Copenhagen because it is designed FEMININE GREAT FIT
to follow the trend, yet never compro- B. COOL AND SOFT
mises on comfort. The clothing is easy
to wear, cool and colour coordinated - a FABRICS
perfect match to my life style.
Danish design at its best!

A PASSION
GREAT FIT
THE CITY IS IN MY FOR DETAILS STYLISH

ON THE B.STYLISH
DNA MOVE
B. you

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 B. YOU
the world will adjust

B. BRAVE
enough to shine

B. POSITIVE
and make someone smile

B. INSPIRING
in everything you do

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 The B.Coastline woman
PLEASE, LET’S INTRODUCE HER!

”
Spending time in nature is important
to me! I love being outside - breathing
the fresh air - and I take every possible A FRESH
opportunity to enjoy a time-out from
the busy city life! B.Coastline offers me a
LOOK
INSPIRED
COOL
comfortable wardrobe - a perfect match to
my active lifestyle! BY NATURE
Being in the nature provides me with new
energy. During summer as well as at winter
time. In pure sunshine as well as in fine
rain. I care about my environments and
the future of our earth. I would describe
my way of consuming as pretty conscious.
It makes me happy to take a slow “walk &
talk” in the forest with my best friend. Or B. RELAXED FOR COSY
spending time all alone by the raw Danish
coastline - breathing the salty, fresh air. FUNCTIONALITY,
MOMENTS
A cosy weekend trip with the family is FLEXIBILITY & QUALITY
always enjoyable, and B.Coastline also
offers me comfy clothing for relaxing
moments inside.
I totally agree with the phrase “Carpe

NATURE diem - seize the day”!

INITIATIVES
TO PROTECT A CASUAL FOR OUTDOOR
MAKES ME HAPPY OUR WARDROBE ACTIVITIES
ENVIRONMENT

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 BECAUSE NATURE IS IMPORTANT

CONSC
I OUS

When p
roducin
garmen g
t we use this
techniq special
ue to sa
ve wate
r. CONSCIOUS
CONSCIOUS It is a st
ep furth This product is made
protect er in
This product contains ing our of natural fibres.
planet.
organic cotton fibres. All from natures hand.

B. conscious in
Grown without any
use of chemicals. Feel the difference
SAVING
WATER
CONSCIOUS
It is a step further in
protecting our planet.

ric and lining in

Both main fab ed
made of recycl
this product are ing to
polyester, accord
s.
global standard
NATURAL FIBRES

your choices
ORGANIC COTTON which is made
The insulation t
ttles, will protec
from plastic bo ld.
you from the co

It is a step furthe
r in CONSC
protecting our
planet. I OUS
CONSCIOUS This pro
RECYCLED d
organic uct is a mix of
cotto
This product con
tains recycle n fibres and
d polye
recycled polyeste ster.
r fibres,
according to glo It is a st
bal ep furth
standards. protect er in
ing our
planet.
It is a step furthe
r in
protecting our pla
net .

ORGAN
IC AND
RECYC
LED
RECYCLED

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 THE CISO WOMAN
PLEASE, LET’S INTRODUCE HER!

STYLE YOUR CURVES

CURVY-FLATTERING DESIGNS

FASHION-
ORIENTATED

”
I am a woman with curves, but this is not what defines
me! I am a woman of confidence, and I have a positive
attitude! I guess you could call me an optimist…
I enjoy life, and I am grateful for having a lovely family
and good friends.
FLEXIBLE & SOFT FABRICS
I look out for inspiring, feminine fashion and denim
styles designed to flatter my curves. I love clothing
created to make me feel strong, comfortable and
even more beautiful - enabling me to dress in the new
season’s cool styles with fashionable details as well as
GREAT FIT INSPIRING
vibrant colours and modern prints.
I would describe my style as feminine, fresh, and
confident!

This is why I A POSITIVE ATTITUDE

COOL
FEMININE LOOK
love CISO....

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COOL STYLE
 The Jensen woman
PLEASE, LET’S INTRODUCE HER!

”
I love my everyday life! To go to work, and do
my very best! To take good care of my family
and spending time with them.
I am an energetic woman who also devotes
time to my own interests and friends.
When I go out, I like to dress up a little - VALUE FOR MONEY

nothing fancy, but why not put on a pair

of high heels from time to time? However, I
never compromise on comfort - whether I’m
EASY TO STYLE UP AND DOWN
at work, out or at home, my clothes must be
comfortable to wear.
I like that JENSEN Women offers me beautiful
neutral colour harmonies as well as the fresh
new prints and fashion colours of the season. FEMININE WITH A CASUAL TWIST

When I shop, I look for good design and quality

at affordable prices. EASY TO MIX AND MATCH
I would describe my style as feminine with a
casual twist – and JENSEN Women is a perfect
match to me and my everyday life! HIGH QUALITY

EVERYDAY
STYLE
COMFORTABLE WITH A GREAT FIT GREAT EVERYDAY STYLE COLOURS OF THE SEASON

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 Beautiful
timeless
colour
harmonies

BRANDBOOK | 25
 THE BRANDTEX WOMAN
PLEASE, LET’S INTRODUCE HER!

For the active woman

Comfortable to wear

Classic & timeless

” I am happy with my life!

I don’t have so many obligations any more,
but I still consider myself a
pretty active woman! I enjoy having time
Figure flattering
with a great fit
for new activities, and spending time with
friends and family.
I would call my style modern-classic
Happy with her life
- I like timeless clothing with a feminine
touch. I love colours, and my look is always
harmonic and coordinated.
Comfort, quality and fit are elements, I
never compromise on. I want to look and
feel good at the same time. That’s why Colour loving
the Brandtex brand suits me so well – it is
designed to provide real woman with real Modern yet relaxed
style!

Feminine & elegant

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28 | BRANDBOOK
 THE SIGNATURE WOMAN

Colour coordinated
PLEASE, LET’S INTRODUCE HER!

A passion for details

Body flattering silhouettes

Exclusive fabrics
” I would describe myself as a self-confident woman. My style is individual,
and it is important to me to stand out in clothing with beautiful colour

Feminine look
harmonies, and exquisite prints.
I prioritize quality fabrics and always go for brands with a strong eye on
details, comfort and fit.

Outstanding prints and textures

I want my clothes to underline my femininity! I love to wear coordinated

Stylish designs
fashion items in fabulous colour combinations - and my wardrobe is com-
posed to make it easy to mix and match.
I feel good knowing I am well dressed. It makes me extra confident, and I
prefer fashion brands with a strong expression - as stylish as a piece of art!

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32 | BRANDBOOK BRANDBOOK | 33
 Established in 1935
6 brands

150 employees

4 collections a year per brand, plus NOOS programs and express items/lines

Present at 34 markets with focus on the Scandinavian countries

85 % of the revenue is generated from exports

BTX Group sells 8.915 women’s fashion items each day all year round

140 shop-in-shops, and counting

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 LET’S KEEP IN

TOUCH!
Meet the brands and our talented
sales people or distributors at
www.btx-group.com

brandtex.dk
b-copenhagen.dk
signature.dk
jensenwomen.dk
ciso.dk

BTX GROUP // NORDLUNDVEJ 1 // DK-7330 BRANDE // +45 96 42 42 42

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