LAURIE

Laurie has designs and sells women's clothing and is a specialist in trousers with good fit and high quality. The company has expanded with the brand Echte, which targets a younger segment than the LauRie brand. Then there are two brands, LauRie and Echte, serving two different target groups in a differentiated manner. The new brand is part of a new strategy, ifm. Director Cecilia Winther's accession in spring 2018. The focal point of Echte is elegant suits, shirts, tops and jeans in sustainable materials. The company has always been focusing on sustainability and responsible products, where Echte upgrades this and goes to the street with a collection that contains both organic fabrics and Nordic Ecolabelled denim products.