2 ABOUT US 6 IN SHORT 12 VISION 16 HISTORY 18 PRODUCTS 22 SALES 26 PRESs 32 CONTACT

Transcription

1 BRAND BOOK

2 2 ABOUT US 6 IN SHORT 12 VISION 16 HISTORY 18 PRODUCTS 22 SALES 26 PRESs 32 CONTACT

3 About DROP OF MINDFULNESS: Feminine colorful Healthy fun A colorful, fun and feminine brand was born during yoga sessions in the city that never sleeps, New York. The brand has now taken a step into the market of sport fashion with focus on being trendy based on its unique design, healthy philosophy and good quality. Being a Swedish brand, Drop of Mindfulness primary market is Scandinavia, but during the last seasons we have begun established ourselves worldwide.

4 Sport Fashion

5 in short Scandinavian Design with inspiration from the yoga culture in New York Carefully chosen design with focus on function colorful collections with a vision to inspire a healthy lifestyle High quality products with an affordable price point

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7 Yoga Dreams Vision

8 Vision We want to inspire a healthy lifestyle whilst making a woman feel beautiful both inside and out Drop of Mindfulness goal is to position ourselves as one of the most appealing and inspiring women s sport fashion brands on the market by focusing on colorful and unique designs at a commercial price point.

9 Carefully Chosen

10 history Drop of Mindfulness started in the midst of New York City, along with Togetherness, Yoga, Dreams and a Big Vision. The Drop of Mindfulness founders, Sofia Hellqvist and Carolina Phil worked at Yoga to the People, a donation based yoga studio located in the East village. Here people from all different backgrounds came together to breathe for a moment, making yoga a natural part of their life. After many yoga classes, long walks by the Hudson and endless discussions, Carolina and Sofia were united in the vision of a new yoga brand. Inspired by the colorful brands offered on the US market, the beautiful array of people in their yoga classes along with their Swedish background, Drop of Mindfulness was born in 2010.»We saw a gap in the market when it comes to functional, colorful and inspiring yoga clothing. There were mostly loose fit, dark colors, and cotton styles being offered«says Carolina who has worked in the fashion industry for several years.»we wanted to create a new brand, something that would inspire to a healthy living. Looking good inside and out«says Sofia, certified yoga teacher. Drop of Mindfulness is driven by curiosity of answering,»what does a women want?«in combination with promoting a physical and mental healthy lifestyle.

11 PRODUCTS Drop of Mindfulness collection consists of Tops, Leggings, T-shirts, Shorts, Bras, and Accessories. The collections are presented four times a year; Spring, Summer, Autumn and Winter. We put a great deal of focus on developing our collections, introducing new styles with functional details and vibrant colors. We always offer our favorite styles as a base assortment. One of our main focuses with our products is that the fit is ideal for any form of workout. Throughout the design development process we test our products in real life workout practices, so our customers focus and energy goes to maximizing their training. Although a Swedish brand we are inspired by New York, where the brand was born. Yoga and training is a lifestyle and motivation, and we want our clothes to portray that as well. Every style is carefully chosen and has a complimentary name based on Carolina and Sofia s memories from their time in New York. Our accessories are a complement to the collection which consists of yoga mats, bags, headbands and water bottles.

12 Sport Training Lifestyle

13 sales Drop of Mindfulness is growing all around the world Drop of Mindfulness main market is Sweden together with the rest of Scandinavia. Especially in Sweden we have experienced a great response to our products, and with that seen a significant increase in a request for Drop of Mindfulness. Together with our success in the Scandinavian market we focus on growth in new territories. Our headquarter is based at MnO International AB in Stockholm. MnO is a leading fashion agency representing a chosen selection of quality brands. KEY ACCOUNTS: NORDISKA KOMPANIET, XXL, STADIUM, URBAN OUTFITTERS, SPORTAMORE, CARBON 38, ZALANDO, NELLY

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15 PRESS We work hard and we also get a lot of love from the press. CLINICS, CATALOUGES, PUBLIC RELATIONS, FACEBOOK, INSTAGRAM, EVENTS, WEBSITE

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17 PROJECT PLAYGROUND DROP OF MINDFULNESS DONATES A PART OF ITS REVENUE FOR THE BENEFIT OF PROJECT PLAYgrouNDS WORK WITH CHILDREN AND YOUTH IN DISADVANTAGED AREAS IN SOUTH AFRICA S TOWNSHIP. Project Playground provide free after school activities in a safe environment to let children be children and forget about the worries that often occur in these areas. Project Playground are convinced that trough organized sports, play and recreational activities, focusing on children s self- belief and motivate them to want to care about their future, it will in the long run prevent problem as drugs, crime HIV, unemployment and violence. Read more about Project Playground at

18 CONTACT Head Office MnO International AB Textilgatan Stockholm, Sweden P. +46 (0) F. +46 (0) Brand Manager Emelie Sandberg P. +46 (0)

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