How thoughtful design transforms women’s wardrobes
Interview with Lisbeth Holm, CEO of Masai Clothing Company ApS
Masai Clothing Company ApS, based in Copenhagen, is not just a fashion brand; it embodies a philosophy deeply rooted in Danish culture. Founded in 1992, the company’s focus on thoughtful design aims to create clothing that combines comfort, style, practicality and sustainable mindset, catering primarily to women who appreciate unique designs and quality workmanship and materials. In an interview with European Business, Lisbeth Holm, the newly appointed CEO, shares insights into the company’s history, values, and future direction.
European Business: Ms Holm, can you tell us a bit about the history of Masai Clothing Company?
Lisbeth Holm: Masai was founded in 1992 by a group of siblings who envisioned a family-owned company that prioritized close cooperation with suppliers. Starting with just one store in Denmark, the brand gradually expanded its reach. In 2015, the company was sold to an equity fund, and it is now owned by Arcmont, a British investment firm. Despite the changes in ownership, the essence of the company remains family-oriented, emphasizing strong relationships with suppliers and customers alike.
European Business: What sets Masai apart in the highly competitive fashion industry?
Lisbeth Holm: What sets us apart is definitely our well-known good pant fits and shapes and our strong MyBasics and MyMasai collections, which allow our customers to get the best match for their stores and to make favourable replenishments. Our focus is entirely on women’s clothing.
We cater to women who are confident in their style and seek lasting pieces that are both comfortable and attractive. Our designs are not about chasing trends; instead, we emphasize thoughtful and intelligent design. We want our customers to feel good in what they wear, and to feel good about how and where it was made.
European Business: How does Masai incorporate sustainability into its designs?
Lisbeth Holm: Sustainability is at the core of our design and production philosophy. We strive to create pieces that are not only stylish but also made with high-quality materials that last. Our prints are unique and handmade, which sets us apart from many competitors who rely on pre-made designs. We believe in thoughtful production processes that prioritize quality over quantity. We work closely with a limited number of suppliers, which is somewhat unusual in the fashion industry. This close collaboration allows for flexibility and better quality control.
For example, most of our jersey products come from a family-owned supplier in Portugal, with whom we have maintained a long-standing relationship for 30 years.
European Business: Who is the typical Masai customer?
Lisbeth Holm: Our typical customer is a modern woman who knows what she wants and feels good about herself. She values comfort and style and appreciates the unique designs we offer. We celebrate the diversity of women and aim to provide clothing that flatters different body shapes, making it easier for our customers to express their individuality.
European Business: How does Masai keep its designs relevant in a fast-paced fashion industry?
Lisbeth Holm: While we are not a fast fashion brand, we understand the importance of staying relevant. We are continuously looking to innovate and adapt to the changing needs of our customers.
This includes expanding our product range to attract a wider audience while still maintaining our core values. We believe that by focusing on quality and thoughtful design, we can create pieces that our customers will cherish for years.
European Business: Can you tell us about the company’s presence in international markets?
Lisbeth Holm: While Denmark is our home and an important market, we have expanded significantly in other regions. Our core markets are UK, Scandinavia, Germany and Switzerland. We are also present in Central European markets as well as in US and Canada. Our strategy is to focus on these existing markets and ensure we continue to grow there rather than spreading ourselves too thin.
European Business: What is your vision for the future of Masai?
Lisbeth Holm: My vision is to grow the business substantially together with our existing customers and new ones. We know the importance of ensuring products that deliver strong sell-outs. We want to be the preferred brand for women’s clothing, offering unique, high-quality pieces that they can integrate seamlessly into their wardrobes.
Our goal is to surprise and delight our customers with our products, making them feel good about their choices. We want our customers to know that when they choose Masai, they are investing in thoughtful, high-quality fashion that celebrates individuality.