THE DANISH DESIGN
LINDBERG is considered to be one of the world’s leading brands of eyewear, known for its luxurious and specific Danish design, and its “screwless system” selling point. In this interview, Mr. NIKOLAJ SCHNOOR (MANAGING DIRECTOR ASIA+PACIFIC) has revealed to us, along with his own charming gags, the ingenious concept and the wide vision of this eyewear brand.
ESQ: Will there be any new exciting products coming out soon?
Nikolaj: Of course, I think the excitement of our new collection lies in its timeless elegance. This collection is not affected by changing fashion trends. It’s very important when you offer luxury items, to make sure they stay trendy years after being bought, regardless of time.
ESQ: Where is LINDBERG’s biggest market?
Nikolaj: America and Germany. For Asia: it’s China, Japan, and Korea. But Thailand also has a good sales volume. I think Thai people love brands with a story to tell and attention to quality, and that has made our brand well known in Thailand.
ESQ: What’s your market strategy for Thailand?
Nikolaj: We are working closely with our small circle of selected authorized retailers. We only have around eighty authorized retailers spread across Thailand: in Phuket, Chiang Mai, Hua Hin and Bangkok. We basically let our authorized retailers be our specialists. It’s like a tailored suit shop. Our selected opticians know how we think and what concept we have. In addition, we are working together with fashion influencers and magazines, which share our passion for high quality.
ESQ: If LINBERG was a person, what would he be like in terms of character?
Nikolaj: LINDBERG would be a person striving for perfection, a person with a constant drive, a person who aims to be above and beyond all limitations by improving himself every day, and even it’s only for a one or two percent. If you are doing it every day, you will surely see the result.
ESQ: Do you have a favorite model of eyewear?
Nikolaj: Nothing in particular. When you are working with glasses every day, you can sometimes get bored. I have been in the business for a long time. So I change my glasses every month, sometimes every 3 weeks, to keep it exciting. Or I change them for special occasions, like an important meeting or a situation that requires a dress-up.