Norwegian Luxury Clothing Brand Fleischer Couture Ceases Operations After 15 Years
The founders of Fleischer Couture, Maja Mejlænder Fleischer and Thea Eline Sundhell, have announced the closure of their Norwegian luxury clothing brand, marking the end of a 15-year journey that began with the vision to create high-quality, stylish ski jackets for women. The brand, known for its premium dunjakker, will cease operations, citing challenges in the current economic climate.
A Challenging Market
Fleischer Couture struggled in recent years, with a significant decline in sales, particularly after the pandemic. The brand’s founders attributed the decision to close to various challenges, including increased production costs, higher freight prices, a weak krone (Norwegian currency), high interest rates, and reduced consumer spending on luxury items.
"The Norwegian market has become very challenging for a small company. Especially after the lockdown, it has been very tough," said Mejlænder Fleischer in an interview with E24. "We were left with very poor margins and were not profitable. The payment patterns for such expensive products are not there anymore. Many things have become more difficult in recent years."
Despite the challenges, the founders felt it was time to accept the reality and take a break from their ‘life project.’ "It has been difficult. It has taken some reflection and conversations with people around us. It is not easy to make such a decision. It is our life’s work that we have been holding on to for 20 years," Mejlænder Fleischer added.
A Timeline of Success and Struggles
Fleischer Couture had a strong start, expanding its product range to include other clothing items and children’s clothing. Its jackets, priced between $800 and $1,400, were sold through exclusive retailers such as Ferner Jacobsen in Oslo.
By 2019, the brand was enjoying million-dollar revenues and substantial profits. However, the global pandemic hit the brand hard, with sales plummeting to $500,000 in 2023 and cumulative losses nearing $7 million over the past four years.
A New Chapter
The founders of Fleischer Couture expressed gratitude for their customers’ support and shared their hopes for new dreams. "Thank you for being a part of our journey, supporting our vision and taking care of our clothes with love. We look forward to creating new dreams and continuing to strive for a more sustainable future," wrote the founders on the brand’s Facebook page.
Moving forward, Mejlænder Fleischer and Sundhell will take a pause to regroup and consider their next steps, after co-owning the brand with their respective partners.
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