This is the first episode of Retail Eye-Openers, a three-part podcast series produced in collaboration with Impulso. The series explores how data sharing and retailer partnerships drive sell-through and reduce overstock.
In this conversation, Konrad Olsson speaks with Morten Kristiansen, Chief Commercial Officer at the Danish fashion brand Les Deux, about how the company builds its growth on close retailer relationships, a trusted “mothership” of data, and pragmatic technology adoption — and why relying too heavily on data alone can be a mistake.
Key takeaways
Partners, not customers
Les Deux builds the business around retailer success and clarity on expected outcomes. “We actually don’t call them customers, we call them partners.”
Implement change fast — with tech that fits process
Technology is secondary to process and adoption across markets and platforms.
Quote: “It’s all about how fast can you implement changes and how fast are your customers and partners willing to work alongside implementing these things.”
One source of truth for buying and stock
Consolidated, trusted data underpins buys, avoids overstock, and aligns third parties. “We have like a mothership of data that we actually do trust, and that our third party— in terms of either suppliers or customers— do trust as well.”
Be guided by data, not ruled by it
Data should inform, not replace, judgement to keep the brand evolving. “You should be educated by data, you should be enforcing your decisions on data. But you shouldn’t base them only on data because then you stop evolving.”
Value is in the relationship and the product
The brand stays classical wholesale and invests in partnership quality over concessions. “We believe in putting the value in the partnership, in the product, in the quality, and in the whole expression we have as a brand.”
