Sustainability has been an integral part of Komodo’s DNA since it was founded in 1988. The fashionable is committed to ensuring a better future with its decisions. That is why the majority of the collections are made from high-quality organic, natural and recycled fibers and innovative materials that represent an alternative to less ecological materials. Aimed at customers who seek style and comfort at the same time, Komodo’s men’s and women’s collection offers products that outlast trends with its signature earthy yet vibrant color palette and classic, relaxed fits. In this interview, the salesman Daniel Fick from the sales agency Sand and Water gives an insight into the development of the label in Germany.
Komodo works with almost 40 stationary retail stores in Germany. What are the decisive criteria for a partnership?
The retailer should be genuinely interested and really opt for sustainable products. No green washing! We prefer to look for long-term partnerships, not ones that change from year to year. Owner-managed shops instead of big fashion houses.
What does Komodo offer its trading partners?
Komodo is one of the oldest sustainable fashion labels on the market. There is no second label like this, Komodo stands there with its style and design without conceit.
Komodo works with just three online retailers. Will that change in the future?
The strategy will not change in the future. The online retailers are specifically selected – who can sell the brand without ruining the prices?
What obstacles and opportunities do you currently see in the fashion and retail industry?
At the moment I see a big change in the market. Shopping is much more targeted, the shops have to deal much more with which brands they offer. Simply hanging any brand and any product in the store and hoping that it will sell itself no longer works. Personal support is also becoming more and more important, customers must be genuinely cared for – whether in sales or in retail.
People need to feel that they are in good hands and trust the seller, build trust in the seller. That’s one of the reasons why I see the future of big fashion houses as rather bleak – and this is already being confirmed on the market. However, the change is not necessarily bad, the businesses that have positioned themselves well and are serious about the issue of sustainability will benefit from it.
Regarding your time with Komodo, what is the key to successful sales?
In the end, it is always the collection that has to hit the nerve of the time and has to get into circulation through the right distribution – with the help of networks and long, personal connections to the shops.
Where do you see Komodo in Germany in a few years?
I hope that Komodo will see healthy growth in Germany, that we will grow together with our current partners and also win new ones that really fit the philosophy of the label.