Dual-launched back in 1996 in Stockholm and New York, J.Lindeberg was founded on the principal of bridging fashion and sporty functionality. Nearly 30 years later, the brand continues to create sophisticated, technically proficient pieces that complement an active lifestyle. Here, we meet with CEO Hans-Christian Meyer to learn more about the business.
The initial concept of the company was to create clothes that the founder Johan Lindeberg himself felt were lacking in the market – styles that would work and leave as much as a mark on a golf course as it would in a city environment, merging style and performance. Over time, this vision has expanded rapidly to resonate with a wider and broader audience.
“Today we are an active and contemporary lifestyle brand and create golf, tennis, fashion, ski and outdoor collections and we collaborate with some of the world’s greatest athletes and sports teams,” explains Hans-Christian Meyer, CEO of J.Lindeberg. “As we continuously push the boundaries of sports and fashion, we remain dedicated to our original mission and as we look to the future, we are excited to keep innovating and delivering pieces that not only meet our high standards, but also inspire our customers to live their lives to the absolute fullest.”
The company’s store portfolio is over 150-strong, with locations in major cities and fashion capitals across Europe, North America, Asia and the Middle East.
Their flagship store in Dubai opened in April 2022 and is located in The Dubai Mall, the world’s largest and most visited retail and entertainment destination. The store is their first standalone site in the Middle East and represents a significant milestone in their regional expansion.
Meanwhile in Copenhagen, a flagship site opened in August last year on Østergade 21, a location previously occupied by Burberry. This store focuses on a digital aspect, with innovative displays and a versatile design that encourages exploration and interaction with the collections.
As for the future, the brand is excited about their upcoming opening in Seoul, which is set to further their commitment to establishing a strong presence in Asia, a region that continues to show great enthusiasm for J.Lindeberg’s unique mix of sports and fashion. This store will reflect their Clubhouse concept, offering more than just a shopping experience for their community.
“The Clubhouse is designed to deepen our relationship with customers by integrating them into a lifestyle community that transcends traditional retail, ensuring they are not just customers, but active participants in the J.Lindeberg journey.”
In the coming couple of years, the business is excited to expand further with their planned store openings as well as continuously enhancing their digital and wholesale presence. For example, their e-commerce focuses on giving a personalised experience to their Clubhouse members, sharing the brand through articles and news bulletins about everything from new collaborations with athletes and sports teams such as USA Golf, as well as major events, such as their Runway Shows or the House of J.Lindeberg at The Masters golf tournament.
“Innovation is at the heart of our company. We collaborate with leading fabric innovators and technology leaders to push the envelope of what is possible in fashion and sportswear. We always analyse trends and optimise designs, while also focusing on sustainability by incorporating more eco-friendly materials that set new industry standards,” highlights Meyer.
The team around the CEO is continuously educated on the latest trends and innovations, ensuring they stay up-to-date with new advancements in technology, materials science and sustainable practices. This culture of learning helps them adapt quickly to changes in the market and maintain their leadership position in the field of innovation.
As our conversation moves onto the future of retail and how the company continues to engage with customers, Meyer comments that they strive to create a holistic brand experience with digital and physical touchpoints, designed to foster strong customer loyalty and ongoing engagement. An example of this is their stores offering personalised styling services and events, creating an intimate shopping experience. Meanwhile online, their platforms provide tailored content reinforcing a community-centric brand ethos.
“A central part of our strategy is the Clubhouse – a members-only hub that offers exclusive benefits like early access to sales, new arrivals and special events. The Clubhouse is designed to deepen our relationship with customers by integrating them into a lifestyle community that transcends traditional retail, ensuring they are not just customers, but active participants in the J.Lindeberg journey.”
The success the company has enjoyed over its history has been driven by its unique mix and ability to merge sports and fashion, setting the brand apart in both industries. Innovation is also an important cornerstone of their strategy, ensuring focus remains on high-quality materials and sustainable practices.
As he looks to the future, Meyer says that challenges ahead of them are adapting to rapid shifts in digital customer engagement and maintaining relevance, especially in this digital-first world where customer expectations for personalisation and immediate satisfaction continue to grow.
“Our brand ethos is characterised by a daring spirit to challenge conventions and a commitment to blending sports with fashion. Through creative designs, we meet the aesthetic and functional needs of our active customers while also pushing the boundaries of traditional apparel. As we grow, maintaining our brand identity while innovating in ways that resonate with global trends will be our continued focus,” Meyer concludes.
