“We have achieved great success with our NOOS programme”

Matinique was founded by Niels Martinsen in Copenhagen in 1973, with a vision to create high-quality, comfortable and fashionable clothing for men. Today, Matinique is a strong brand with a clear presence on the international men’s fashion scene.

“The brand is also big outside Scandinavia, and is sold in about 35 countries worldwide. As well as Norway, we have a major presence in Canada, Germany, the Netherlands and Belgium, to name but a few,” says Roger André Johansen, sales manager for Matinique in Norway.

Matinique is a part of DK Company, a leading fashion supplier in Europe that boasts a portfolio of well-known brands including Solid, Soaked in Luxury, Gestuz, Blend, FQ1924, Part Two, and many others.

“The NOOS programme is probably the biggest reason for our success. It ensures we have a solid inventory in stores all year round, regardless of the season, and helps build customer loyalty.” Johansen explains that this approach allows stores to avoid tying up significant amounts of capital, and instead supplement their stock as needed.

This solution, along with a diverse range of collections that appeal to a wide audience, exceptional quality at affordable prices, and top-notch customer service, is what has fuelled Matinique’s impressive growth in recent years.

The NOOS programme – sharing the risk with customers

The pandemic, rising interest rates, and inflation have certainly turned the purchasing process in the clothing industry into somewhat of an art. That’s when having a supplier who can make the process easier is worth its weight in gold.

“NOOS stands for «never out of stock». In other words, these are goods that are always in stock, allowing stores to keep them in stock all year round and manage their inventory as needed. For many of our customers, these goods serve as a reliable and stable basic range.

Stores don’t need to hold large stocks of these goods, as they can reorder them at any time. We are the ones who are responsible for the warehouse,” explains the sales manager.

“The collection consists of basics that are important to the end consumer. Typically these are garments that are in demand throughout the year and are easy to sell, regardless of what other items customers might be buying,” says Johansen.

The NOOS programme

The collection features a range of essentials including T-shirts and polo shirts in various basic colours, high-quality sweaters made from merino wool and cotton in a variety of colours, a wide range of trousers, cotton shirts in several colours, a large selection of stylish suits in classic black, grey, and blue, complete with matching waistcoats. It also includes a selection of outerwear and accessories such as belts and bags.

“We are noticing that it builds customer loyalty in the stores as well. They return to the store to buy the basic items when they know they’re always in stock, which builds loyalty and long-lasting customer relationships.”

As part of the NOOS programme, DK Company has created a proprietary online solution that allows buyers to easily add more items to their orders, even on Sundays.

“There’s no need to call us. As soon as you need something, simply place an order in the online solution.”

Renowned for being a superb partner and a staunch supporter

The NOOS collection actually only represents a third of Matinique’s entire range. Throughout the year, the basic collection is spiced up with a spring and autumn collection, as well as a collection for peak summer, and a special collection for the festive Christmas season.

“Matinique is probably best known for its durability and reliability. It’s a timeless brand that is supplemented with exciting designs and trends throughout the year. The fact that we’re also a reliable partner is especially important in the post-Covid era,” says Johansen.

Matinique and DK Company place a high value on customer service, striving to be not only a reliable partner but also a staunch supporter for their customers.

“It’s a two-way collaboration. We’re always here to help and work as a team whenever a customer is facing challenges,” the sales manager explains.

“We are problem solvers who assist with any issues that may arise—whether it’s a store facing financial difficulties, a delivery that is discoloured, or other customer complaints. We are always forward-looking and helpful to our customers and end consumers.”

“As a customer, you don’t have to buy an entire concept”

The key target group for Matinique is men between the ages of 25-50, where there is also a wide range of sizes – from XS to XXXL.

“We have always remained true to our core values: delivering high-quality Scandinavian design at a reasonable price, with a strong emphasis on comfort. The collections are timeless, and their quality ensures that they can be worn repeatedly, year after year,” says Johansen.

“We appeal to a broad target group. Our typical customer is the quality and style-conscious man who appreciates getting value for money. The collections also embody the clean Scandinavian style that is popular in Norway.

This is probably also the reason why the brand works just as well in the big cities as in the rural areas.

That’s what’s so fun about Matinique. It’s a brand that fits in well with most other brands. It often serves as a price entry point in high-end stores, while also performing well in mid-range retailers.

As a customer, you can easily see what you need to supplement in your store without having to buy an entire concept. It’s a key element of Matinique’s success, and we’re confident that once you start ordering, you’ll be keen to order more,” says Johansen with a smile.