maconda supports Findos Investor in the investment in Mos Mosh, a rapidly growing Scandinavian fashion label
maconda News March 2017
The collections stand for distinctive details, high-quality materials, and a good, target-group-appropriate fit; the company is a specialist for denim and trousers for the fashion-conscious woman. “Mos Mosh” is based in Kolding, southern Denmark, and is active in many European markets. At the beginning of 2017, the Munich-based family office Findos Investor acquired a stake in the emerging company—advised by the consumer goods team of maconda GmbH in Cologne.
Mos Mosh was founded in 2010 by Kim Hyldahl and initially conquered its home market of Denmark, where the collections are widely available, particularly in boutiques. Germany is now the largest market. A distinctive feature of the women’s trousers is tasteful details and striking embellishments, which are continually adapted to customer preferences and have thus secured a strong position on many retailers’ shelves.
A maconda team with extensive experience in the apparel business and retail analyzed the key markets and determined Mos Mosh’s positioning in the complex competitive landscape. The various distribution channels and Mos Mosh’s sales approach were examined, including through participant observation; the highly motivated and agile sales team, consisting of the company’s own employees and representatives for various countries and regions, proved particularly convincing. The analytical foundation was established through numerous visits to stores carrying Mos Mosh, particularly in Denmark, Germany, and the Netherlands, many conversations with fashion sales staff in these stores, and, last but not least, an intensive competitor analysis at Berlin Fashion Week.