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Minimalism at the top edge of creativity. Design made into empowerment.

VOGT is set on becoming the most prestigious Swedish Accessory Brand that will quickly develop into an International high-end fashion house with sustainability at its core. All leathers are produced with environmentally friendly chemicals and Fair Trade conditions for all employees. VOGT has created a strong profile in the fashion industry and the clientele is growing fast. Founder, Christina Vogt de Mercado's designs have been worn by Royal families and countless celebrities and influencers. VOGT has invested heavily in direct retail channels (D2C), resulting in lower prices for consumers and better margins for VOGT.

Investor proposal

LEAD INVESTOR OFFER
Join by 3:00 PM on Friday, June 14th and receive 10% extra shares.

There is currently no affordable, high-end accessory brand to have hit critical mass in Sweden to date. VOGT is positioning as one of the first movers to own this space. Over the past two years, VOGT has invested heavily in its end-to-end production pipeline, as well as its sales and marketing channels and is now ready for scale.
Investors investing over SEK500 000 will receive A class shares, 10 voting rights per share, and a standing 40% discount on all online purchases.

Investments below SEK500 000 will receive B class shares, 1 voting right per share, and 15% discount for three years.

Both A and B class are eligible to receive company dividend.
As part of the FBM campaign, VOGT's anchor investors have converted SEK2.3M of VOGT debt into VOGT equity. As a result, VOGT has no debt in the company at the launch of the FBM campaign.

Product

The problem this product solves

As it stands today, it is difficult for most woman to find a designer brand that is unique, inspiring and affordable. VOGT manufactures limited collections for women who like to be on the front foot of fashion and who appreciate exceptional quality and value for money.

How the product solves it

VOGT is producing top quality Bags by the finest artisans in Italy - alongside the fashion industries most high-end brands. By selling direct to the consumer, VOGT is able to sell at a mid-range price level. As a result, VOGT offers luxury quality and designer level at an affordable price point. This also gives a healthy margin to VOGT in comparison to traditional retail models.

Product features

The collection is currently consisting of six styles offered in three to six color combinations. All accessories are handcrafted in pure brass and coated in palladium and then an additional protective coating over.
The bags are designed to fulfill a broad use with exchangeable and multi-use shoulder straps, taking the look from casual to evening.

Product use cases

A VOGT Bag is designed to be used daily. It will easily take you from day into evening.

Team

Christina Vogt avatar
Christina Vogt Designer & Founder
Founder and Design Director was born and raised in Stockholm, Sweden. Christina Vogt is a Parsons-trained designer specialising in tailoring, evening wear and accessories. Christina has several international design awards to her name, such as the prestigious Concours International des Jeunes Créateurs de Mode, Paris. Best Design at the Art ... See more
Founder and Design Director was born and raised in Stockholm, Sweden. Christina Vogt is a Parsons-trained designer specialising in tailoring, evening wear and accessories. Christina has several international design awards to her name, such as the prestigious Concours International des Jeunes Créateurs de Mode, Paris. Best Design at the Art Deco Festival Design Award by the City of Miami, as well as Best Design at Parsons, NYC. Christina has developed a true pedigree within the Fashion Industry and has proven a well-established feel for pure design and quality. Christina is third generation Fashion Industry in Sweden and her designs have been worn by Royal Houses in Sweden, Norway and the United Kingdom along with Celebrities and Fashion Editors. She has even had her designs reside at the Louvre in Paris. See less
Scott de Mercado avatar
Scott de Mercado CEO
Scott Co-Founded Vogt Stockholm AB. Experience covers Management, M&A, Corporate Finance, Business Development and Start-ups. Currently, Chairman of Audiotube Ltd and on the Board of Marathon Artists LABs. Prior, worked for 10 years with World Heavyweight Boxing Campion Lennox Lewis, managing and assisting in strategic planning for all of Lewis’ ... See more
Scott Co-Founded Vogt Stockholm AB. Experience covers Management, M&A, Corporate Finance, Business Development and Start-ups. Currently, Chairman of Audiotube Ltd and on the Board of Marathon Artists LABs. Prior, worked for 10 years with World Heavyweight Boxing Campion Lennox Lewis, managing and assisting in strategic planning for all of Lewis’ major fights. See less
Petra Vikström avatar
Petra Vikström Production Manager
Petra has been working with leathers and production in Italy for over 20 years. She has a large network of factories as well as tanneries. Petra manages the VOGT production pipeline and acts as the liaison between VOGT's Design Director and the manufactures in Italy.

Market

Target Market

VOGT appeals to a large demographic of women ranging in age and economic position. The average luxury goods annual sales for a Top 100 company is now $2.2 billion. LVMH, Kering, Richemont, Puig, Labelux and OTB own over 45 brands across the sector. Recent exits in 2017 and 2018; Jimmy Choo $1.2B, Kate Spade $2.4B, Happy Socks $85M, Donna Karan $650M, Golden Goose $450M, Helly Hansen $700M, Peak Performance $290M, BCBG $108M.

Competitive landscape

VOGT has positioned itself at the top end of the market, but delivers at midrange price. As such, VOGT is able to offer a unique product of exceptional design and quality with little to no direct competition in Sweden.

Unique differentiator from competitors

VOGT delivers high-end designer quality at a mid-market price. By streamlining operations and focusing on a global Direct to Consumer (D2C) sales strategy, VOGT gives the consumer a well-priced product of exceptional quality and design.

Company revenue streams

VOGT focuses on a Direct to Consumer (D2C) sales strategy via VOGT's e-commerce portal as well as Private Sales Events.
VOGT can be found in select high-end boutiques where consumers can experience the look and quality of the product first hand.

Product/service distribution

E-commerce:
VOGT's website has been designed and built as a globally scalable e-commerce platform.

Private Sales Events:
VOGT has regular Private Sales Events - both in the VOGT showroom as well as offsite. These events bring consumers up close to the designer, where they can learn first hand about the brand and end-to-end process of designing and manufacturing luxury products.

Selected High-end Retail Stores:
VOGT is and will continue to sell through selected retail stores in major cities as a marketing tool.

Execution

Previous milestones/traction

2016
  • Designed and produced 1st prototypes.
  • Established production value chain.
  • Built online platform and e-commerce.
  • Regional sales.

2017
  • Received the first full Collection.
  • Launched VOGT webshop.
  • Marketing and PR strategy with ACNE and Spoil Concept.
  • SEK409,788 in sales.

2018
  • Expand product line.
  • Received 2nd full Collection.
  • Launched two Brand Ambassador Campaigns.
  • Website upgrade.
  • Retaining a US commercial Agent.
  • SEK628,722 in sales.

Next key objectives

2019
  • Recruiting a dedicated Sales Manager.
  • Launch VOGT in North America.
  • Introducing an accessories collection at a lower price point.
  • Projected sales SEK1.9M.

2020
  • Introducing a shoe collection as well as limited edition jackets.
  • VOGT launches a “Smart Bag” range utilising IoT.
  • Projected sales SEK5.8M.

2021
  • Opening International Shop-in-Shop at High-end department stores.
  • Expanding the International Sales team.
  • Launching VOGT in Korea and China.
  • Projected sales SEK16.5M.
  • Breakeven.

2022
  • Projected sales SEK36.3M.
  • Profitability.

Previous Financing

2016
SEK1.5M Equity Investment

2017
SEK1.5M Equity Investment

2018
SEK3.5M Equity Investment

Partnerships

Italian manufacturers and leather suppliers
VOGT has established partnerships with two leading factories in Italy as well as leather suppliers. They play a key role in realising the vision as well as creating a scalable end-to-end production chain.

Stripe
Stripe application has been integrated into the VOGT e-commerce portal.

Klarna
VOGT is integrating Klarna into the webshop for fast and easy checkout as well as Klarna gives the consumer the opportunity to divide the payments.

Spoil Concept
Spoil Concept is VOGT's PR partners helping to raise overall VOGT Brand awareness.

Use of funds

Proceeds will be used for International expansion with most working capital being invested in production, PR and building out the Management Team. 

Industry Certifications/Awards

Christina Vogt, VOGT Design Director and Founder has received the following awards:
  • First price, Concours International des Jeunes Créateurs de Mode, Paris.
  • Best Designer award, Miami Art Deco Festival Design Award by the City of Miami.
  • Best Designer award, Parsons Design School, NYC.

Return on Investment

Over the last 2 years VOGT has invested in building brand awareness, production pipelines and sales channels, and is now ready to handle scale. VOGT's current valuation is favorable to investors.
VOGT is forecasting to Breakeven in Q3 | 2021. The company has focused on assembling a competent Board experienced in building an online business, trade sales and IPO's. Management will begin to pay out dividends in 2021, the year VOGT reaches profitability, and return value to shareholders through a Trade Sale or IPO in 2024.

Risk Analysis

Cashflow
VOGT requires investment in raw materials and manufacturing before delivery to the end consumer. As sales increase, the company will be in a position to fund production out of debt freeing up cash flow. Currently, the company relies on equity investment and sales to fund future collections.

Brand Awareness
VOGT has been promoted through unpaid editorials & influencers and has firmly established itself as a premium designer brand in Sweden. Now VOGT needs to invest in National as well as International brand awareness.