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Style by Mouche AB

Mouche

Mouche, the women’s luxury fashion brand has finally re-launched as an aspirational e-commerce boutique and a stylish city apartment showroom. Mouche stands out in the crowd by providing hand-picked, regionally exclusive or hard to find, high-end pieces from exciting international designers as well as Mouche’s own designer brand. The selection is smaller than a normal e-commerce platform however each pieces is carefully selected with the Mouche-girl in mind. Mouche further differentiates with flawless retail management and people excellence, providing industry leading customer experience with the most personalised approach, rich in visual content with an exceptionally close attention to detail. An opportunity to join us on this exciting journey of becoming the leading Scandinavian women's, high-end fashion brand is now made available

Investor proposal


An opportunity to join this unique game changing fashion company is now made available. We are offering a chance to be part of one of the most exciting industries in a sector that has witnessed y-o-y growth and a journey into the world of high-end fashion. We are forecasting a healthy profit potential and project a money multiple of:

7,3 times the investment within 5 years.
 
Our investors will receive a special VIP-members card that entitles you to all our seasonal pre-launches, VIP-soirees and events as well as an exclusive Mouche discount card applicable on all Mouche products.

Product

The problem this product solves

Research and our own expertise has highlighted:
 
1) Brand scarcity: many sought after designer brands that appear in fashion magazines and media are not available in Sweden. 
 
2) Personalisation and customer experience: The Scandinavian market is substantially trailing global e-commerce innovators.
 
3) Innovative retail and customer services: The quality in the local market is not comparable to leading foreign suppliers.
 
The local women’s high-end fashion market is failing to respond to these 3 key areas allowing huge revenues to be lost abroad. This is a threat to the Swedish fashion market though also highlights an exciting and very real opportunity.

How the product solves it

Mouche, a leader in introducing new international designers to Sweden for the past 12 years, has only been available in the west of Sweden through one boutique in Gothenburg.
 
With a new focus on 3 key areas: e-commerce, customer experience and innovative services, Mouche is now being launched to the whole of Scandinavia. 
 
The new e-commerce platform is providing a highly visual, content rich, personalised experience. Customers will be taken on an exquisite journey.
 
Mouche will deliver innovative customer services placing our customers central to everything we do. VIP events, styling, personal shopping, beauty advice and more will be available

Product features

Mouche always endeavor to look for the most sought after, though hard to find designers, capitalising on our extensive industry relations and creating a catalogue truly unique within the region.

Unlike our competitors Mouche™ is trademarked and have an ‘own brand’ line offering attractive margins. Satu Manganas- the main designer is also planning exciting collaborations with other designers.
 
The Apartment/Boutique showroom that invites the public into an inspirational space and into the world of the Mouche-girl is where we offer personal shopping and styling services and host exclusive fashion events. 

Product use cases

The Mouche-girl is looking for something different to stand out in the crowd, they appreciate style and quality and have active, busy lives often travelling extensively. They desire quick access to their favourite brands and content while doing so in the company of like-minded individuals. The new Mouche will provide this in store and online, while also providing exclusive events across platforms, for example sneak previews for customers online but also at social soirees. Mouche will provide an exquisite experience to their Mouche-girls, a platform to buy their style and talk lifestyle.

Team

Johanna Börjesson-Silver  avatar
Johanna Börjesson-Silver Managing Director
Managing Director, luxury services specialist and business leader. Co-founder of Mouche and the business developer behind the new remodel. Johanna has worked for many years as a senior manager and management consultant within the luxury service sector and has an unquenchable thirst for fashion. Johanna is now CEO of the ... See more
Managing Director, luxury services specialist and business leader. Co-founder of Mouche and the business developer behind the new remodel. Johanna has worked for many years as a senior manager and management consultant within the luxury service sector and has an unquenchable thirst for fashion. Johanna is now CEO of the Style by Mouche AB. See less
Satu Manganas avatar
Satu Manganas Product Director
Product Director, fashion retailer, designer and stylist, TV presenter (SVT). Co-founder and previously, sole owner of Mouche for 12 years, in Gothenburg, Sweden. Satu has 28 years experience in business leadership, purchasing, merchandising in fashion retail and also fashion design, creating pieces for their own brand Mouche.
Lina Magassa  avatar
Lina Magassa Creative Director
Creative Director, stylist, artist and marketer. 15 years in fashion working with highly respected companies, in various roles including: fashion trend analyst, leading a fashion agency, fashion editor/writer and also played an instrumental part in the development of Mouche since 2007. Previous position as, ‘Head of Marketing’ for a Swedish ... See more
Creative Director, stylist, artist and marketer. 15 years in fashion working with highly respected companies, in various roles including: fashion trend analyst, leading a fashion agency, fashion editor/writer and also played an instrumental part in the development of Mouche since 2007. Previous position as, ‘Head of Marketing’ for a Swedish fashion brand. Well known for a unique eye and sense of fashion, with extensive styling background. See less
Marina Milojkivic avatar
Marina Milojkivic Content and Social Media Manager
Content and Social Media Manager, fashion blogger, writer and content specialist. Educated in journalism and writer for Mouche blog that currently has 20 000 unique followers worldwide. Marina will also oversee the content rich experience online. She has an extensive knowledge of the fashion industry, history and designers.
avatar
Arnaud Tiquet Investor & Inbound Marketing Strategist
Specialties:- Business Development - Internet Project Management - E-Commerce (B2B and B2C) - Search Engine Optimization - Search Engine Marketing - Social Media, Blog and Web 2.0 Technologies - Web Analytics - Web Design, Development & User Interface - Email marketing
avatar
Gustaf Rudholm Advisor & Main Investor
Entrepreneur - founder RUM21.se, Co-founder CareOfCarl.com

Market

Target Market

Over 6 million females in Scandinavia shop online more than once a month and clothing being in the top categories, forecast to double in volume over the next 3 years.

Research indicates that these shoppers choose to shop abroad due to brand scarcity though would prefer to shop at local, regional suppliers.

Mouche's customer base consists of 5000 women, 1500 regular customers that are standing on our doorstep within the Gothenburg region. The new model now also opens the door to the rest of the 6mill + female online shoppers across Scandinavia.

Competitive landscape

The current competitive landscape in the high-end fashion industry in Scandinavia is limited and consequently substantial gaps remain. The two nearest comparable competitors are showing y-o-y increases of between 50-80%. Brands are realising the need to become more social, personalised and to provide richer content though none delivering to a required standard. The consumer in the luxury market appreciates a deeper personal experience when purchasing high value items, an experience that the current competitors do not provide. The Mouche team possess both the skills and experience required to provide the market with the much needed high end shopping experience.

Unique differentiator from competitors


Mouche will define market position by providing:
 
• access to ‘exclusive’ or hard to find and sought after style
• a high quality own brand line that competitors do not have
• best of class customer service and exceptional personalised customer experience both online and off, driven by flawless retail management and people excellence.
• innovative online social functionality, VIP program and services.
• the most compelling inspirational online content
• a community, a fashion tribe and actively seek to engage, through a variety of means that
competitors do not.
 
Executed by the most experienced management team in the market.

Company revenue streams


Company revenue streams
Key revenue streams are:

1. Designer clothing
2. Mouche own brand clothing
3. Designer shoes and accessories
4. Professional services
5. Corporate events
 
Streams 1-3 will be rapidly grown through the new ecommerce platform. These are the primary streams for the business. Streams 4-5 will be new launches for Mouche and also accessible online in the main.

Product/service distribution


Product distribution will be instore purchase or online customers will have multiple choices of receiving their garments.
 
Instore customers will experience services befitting of luxury sector clientele, impeccably delivered. Our services, distribution of products and customer care will be market leading, our attention to detail, second to none.
 
Online customers will have a content rich and personalised shopping experience like no other. First contact, hand written notes, through to after sales will form part of the Mouche experience where digital customers receive just as lavish an experience as our instore customers.

Execution

Previous milestones/traction


 

Next key objectives

Headline strategic objectives for next 18 months:
 
Phase 1: Implemented February 2016
• Launched ‘The Apartment’ – in Gothenburg (feb) and Stockholm (april)
• Completed e-commerce platform and launch
• Activate post launch strategy
• Build Mouche online community
• Activate inbound/outbound marketing strategies and grow online
• Hit forecast sales.
 
Phase 2:
• Grow product lines with more exclusive designers
• Grow product range of Mouche brand
• Develop Mouche-girl community and VIP programme
• Implement innovative technologies that further the Mouche market position and philosophy.
• Revise and develop Mouche content.

Phase 3:
• Capture the european market

Previous Financing

Key investors are already in place. To date, 1.5 Mill SEK has been raised and we are now offering 1 Mill SEK in B shares to the FundedByMe community.

Partnerships

Best in class partners...
 
Fashion PR
Exclusive agency in Sweden will drive brand campaigns with Scandinavian bloggers and key magazines, Elle, Damernas Värld, StyleBy, Costume and Cover.
 
Made People - e-commerce web developers.  
They will have an ongoing retainer to manage the technicals aspects of the new platform.
 
Be Better Online - digital inbound marketing agency.
Customers include Bokia, Regent Row, Hunky Dory and Inet to name a few. On retainer as SEO/inbound marketing, assisting with marketing strategy implementation.
 
Aorta - professional photographers, fashion focused.
Customers include Harvey Nicholas, GQ and Elle. Aorta will provide aspirational content for Mouche.

Use of funds

Funds raised will be used collectively across operations of the business and also further include:
 
- Launch and growth across Scandinavia
- Ecommerce platform and community development
- Product line development


Industry Certifications/Awards