Nordgreen, a new Danish designer watch brand based in Copenhagen, has just launched in the UK after one of the most successful European Kickstarter Fashion projects ever.
Nordgreen successfully managed to raise $250k during their 30-day Kickstarter campaign, putting them at Number 3 in the Top 10 most successful Scandinavian Kickstarter Fashion projects ever to have launched on the platform.
Through the campaign, they sold over 2000 watches to 1,417 customers before a watch had even come off the assembly line.
Nordgreen embarked on the crowdfunding project as a marketing tool to raise awareness for their new range of fashion watches designed by Jakob Wagner, the renowned Danish designer that has designed for such brands as Bang & Olufsen, Cappellini and Moroso.
Nordgreen was set up by the new e-commerce focused venture capital fund, Blazar Capital, that has a 50% share in the business.
Funding of $500k was invested through the capital fund from an anonymous private investor, who received a 10% share in Nordgreen, valuing the business at $5m prior to launch.
Nordgreen was one of three new e-commerce start-ups created using the capital fund, the others being JamieLooks and Messyweekend, both in the eyewear category.
The total capital investment across all 3 companies was $1.15m - $500k for Nordgreen and Jamie Looks, and $150k for Messyweekend.
Blazar Capital was founded by the two youngest individuals ever to be promoted to the position of Partner within Europe at the prestigious consultancy McKinsey.
Blazer Capital looks to invest further by creating up to 10 new e-commerce start-ups by 2020. Each of these companies will aim to capitalise on growing market trends, with particular focus on the Asian markets who are adopting new technologies and western trends.
On Blazer Capital’s advisory board are names such as Jørgen Buhl Rasmussen (ex-CEO of Carlsberg), Mikkel Vendelin Olesen (ex-CEO of Pandora), Jakob Jønck (Founder of Endomondo and Simple Feast), Juha Christensen (Founder of Cogniance and CloudMade), Ulla Brockenhuus-Schack (SEED Capital, Founder and Managing Partner), amongst others.
Through Blazer Capital all of these experts and entrepreneurs are on hand to guide and grow Nordgreen as the markets progress.
Following their successful launch on Kickstarter and investment from Blazer Capital, Nordgreen have deployed an ambitious entry strategy, with 15 localised e-commerce websites.
The UK, Germany, China, Japan and Korea are just a few of their high priority markets, identifying the fashion watch category in each of them as opportunistic.
The UK site launched in June 2018 allowing customers to purchase cost-effective designer watches that also give back through the Giving Back Programme, which is a worldwide scheme to promote social responsibility within the fashion industry.
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