OSSOAMI This is how it started "The pile of kid s pants with broken knees never stopped growing. The Children's new jeans lasted rarely more than a few weeks. I patched & repaired and was about to give up the fight. At the same time, it felt both uneconomical and terribly environmentally unfriendly with the wear-and-throw-mentality. It should be reasonable that a new pair of children's jeans, lasts at least until it s time for the next size, isn t it! " I had 20 years of experience in textile development & production, including functional outerwear for children, when I in 2012 decided to develop the world's most durable children's jeans - OSSOAMI. More than 80% of Swedish families (with children 2-10 yrs)experience the same problem that I did - That the kids pants break too quickly and that they therefor over-consume pants, causing both economic, temporal and environmental consequences. I am proud Ossoami is the first brand in the world offering Cordura jeans for kids. Equally proud I am to be able to guarantee that families no longer need to patch & repair knees. Ossoami pants will last at least until it's time for the next size! Linda Sjölund Founder of OSSOAMI
OSSOAMI The brand Tougher jeans for kids! OSSOAMI offers kids pants that allow kids to be kids. Designed and tested by children To satisfy and appeal children. Natural, lively & playful kids are central in everything that we do from design, wear-tests, photo and marketing. Kids are like every-dayadventurers and extreme athletes by the nature. We believe that freedom of movement, play & discovery help them get the most out of this important & fantastic part of life. OSSOAMI encourages kids to be kids. Not small adults. At the same time OSSOAMI meets the needs of parents in that they don t have to patch & repair broken pants or over-consume clothes. We help saving money at the same time as offering a possibility of doing something for the environment.
OSSOAMI The product OSSOAMI produces kids jeans, sweatpants & leggings that are COMFORTABLE Both in terms of quality & fit. COOL Appeal both kids & parents. UNISEX Fit kids! EXTREMELY DURABLE The most abrasion resistant kids jeans in the world (World record 2015). CORDURA -KNEES 100% CORDURA OSSOAMI unique selling points: CORDURA We are the first brand in the world producing kids pants with Corduradenim which is 17-34 times stronger than regular denim. VALUE FOR MONEY Mid price brand offering a unique designed high quality functional product. SEASONAL NEUTRAL The concept consists of basic items that are always sold at full margin. Never put on sale. SUSTAINABLE We are the straight opposite to wear-andthrow. By consuming less - but more durable - clothes you make a contribution to a healthier environment. JEANS SWEATPANTS LEGGINGS
OSSOAMI The world record ABRASION RESISTANCE COMPARED TO OTHER SWEDISH KIDS JEANS Result: OSSOAMI jeans 670.000 laps. Competitors jeans 20-40.000 laps. MARTINDALE ABRASION 12 Kpa Abrasion test done by certified test lab SWEREA IVF
OSSOAMI - Target groups THE ACTIVE BORN 70s Fashion-conscious, urban and active parents with medium to high income. Care about the environment, but don t let that lead the buying decision. THE MODERN OURDOOR PARENT Parents with a passion for modern outdoor life and with a high environmental awareness, which is reflected in most purchasing decisions. GRANDPARENTS Parents to above two groups Grandparents to the kids who often are the ones that ends up patching & repairing the broken pants. THE KIDS Biggest group 5-10 years (size 116-140). 80% boys. The trend shows that the biggers sizes 140-158 are increasing.
Why Germany? Our market analyses show that Germans have come a long way in terms of environmental awareness and conscious consumption. Germans like high functional products and have a passion for things that make everyday life easier. Kids don t wear uniform for school. The climate is similar to Sweden. Many families spend leisure time outdoors. Outdoor is therefor a strong segment in Germany. Germans like Swedish/Scandinavian brands.
Why OSSOAMI? OSSOAMI leads the development in the segment Everyday-pants for kids - without compromising on comfort and design. We are a fast growing brand in Sweden. In three years time we have reached a 3% market penetration in the target group kids 2-10 years. 3% market penetration in Germany would mean 150.000 kids. Today we produce approx 25-30.000 jeans, sweatpants & leggings per year for the Swedish market. These pants are sold through our flagship webshop and through approx 50 retailers in Sweden. Our biggest customer is the outdoor chain Naturkompaniet, who is very successful with our jeans.
Why does OSSOAMI grow this fast? OSSOAMI offers high value for money We are a mid price brand (targeting a wide range of families) offering a unique product with both design, comfort and function in focus. High customer satisfaction The kids love our pants. 9 of 10 users recommend OSSOAMI to other families. 70% repeat customers (within 12 months). Sustainable slow fashion. OSSOAMI is the opposite to wear-and-tear. The new generation parents are (and will be) much more concerned, aware and engaged in environmental consumption. 100% full margin sales for retailers. Swedish design, development & testing.
Distribution in Germany RETAILERS Physically stores and webshops targeting either The active born 70s (the fashion-conscious customer) or The modern outdoor parent (the outdoor customer). It s important for us to be available in both channels on each market that we enter. We are not a pure fashion concept, nor a pure outdoor concept. Our products attract families and especially kids - from both groups. SUPPLY OF GOODS All goods will at least initially be shipped out from our warehouse in Borås, Sweden. For big pre-orders, direct delivery from factory might be an alternative going forward.
Labelling Our Export assortment will be branded with hangtags in English. All care labels are written in English.
Marketing You are the experts on the German market so we are highly interested in your input! But these are some of our thoughts and plans for marketing: In Sweden Facebook has been the key to build awareness about OSSOAMI and our unique pants. We plan to use the same channel as base for our German establishment. Bloggers have been another successful channel for us in Sweden Using them (their kids) as test panels and reviewers of our products. We will connect with bloggers in Germany the same way. We will produce printed sales support (in German) for retailers such as info folders and store material. We will provide retailers with video material for their staff to get to know our story, products and USPs. In Sweden we ve built up a company network where we cooperate with other brands producing sustainable & high quality products for kids. Long term we will try to do the same in Germany.