Before entering new markets

International growth is not only about finding new markets. For young textile companies, an important first step is to understand what needs to be in place, and which questions must be answered, before expanding beyond Sweden.

This was the starting point when Textile Movement Talent invited Business Sweden to run a workshop with the participants in the talent programme. The focus was on global expansion and positioning, but also on what less established brands need to prepare before taking that step.

Understanding what is needed before taking the next step

Business Sweden was represented by Franca Lippitz and Emma Brentegani. They talked about Business Sweden’s mission, what they can offer Swedish companies and brands, and shared practical advice and contacts.

The workshop helped articulate some of the questions young brands need to ask before expanding beyond Sweden. Which markets are relevant? How should the brand be positioned? And what support is available when the opportunity to grow internationally begins to emerge?

For Nana Sacko, Project Manager for the talent programme, these were the questions that made the meeting with Business Sweden important.

– We wanted to connect less established brands with Business Sweden to increase their understanding of what it takes to grow internationally, and above all what they need to prepare before taking that step.

For several young brands, there is already interest from outside Sweden, but that potential often needs to be met with a clearer direction.

– Some are already gaining attention beyond Sweden and may already be selling in other countries. There is unexplored potential there, but often no clear strategy yet.

That is why the workshop also became a way to introduce the support available once companies begin to define their target markets.

– Once you have defined your target markets, there is strong support available, for example from Business Sweden, and we want to introduce that at an early stage. When an opportunity arises, things can move quickly, and then it is important to be prepared. Business Sweden contributed concrete advice and contacts, which is very valuable early in a career, Nana concludes.

From drive to direction

Franca Lippitz from Business Sweden describes the meeting with the participants as a clear example of the drive found among the next generation of textile companies.

– The day with Textile Movement Talent clearly showed the strong drive that exists among the next generation of textile companies. The level of innovation is high, and it is inspiring to follow the companies’ development and ambition to eventually take their brands international.

She also highlights the importance of strengthening the companies’ market understanding at an early stage.

– For us at Business Sweden, the collaboration with the Textile Movement Talent project is about strengthening the companies’ market understanding early on and giving them the right tools to be well prepared when they take the step towards global markets, in a structured and sustainable way. Business Sweden supports Swedish brands globally, regardless of stage of development, and it is particularly valuable to follow both early-stage companies and more established actors in their international expansion. We are very positive about continued collaboration going forward.

Andréas Sandor Kristof, one of the participants in the talent programme, describes how the meeting influenced his own process:

– With every workshop and meeting, things are becoming clearer –  not only in terms of business, but in understanding myself as a designer. It feels like everything is slowly aligning. I’m particularly excited about the global opportunities that Business Sweden can offer, especially the possibility of engaging with markets in Asia, which opens a whole new perspective on where this journey can go for me.

A Gothenburg brand with global reach

To give the participants a concrete example of internationalisation, Nudie Jeans and Kevin Gelsi were also invited. The lecture was based on Nudie Jeans’ journey from a local Gothenburg-based brand to international expansion.

Nudie Jeans highlighted the importance of staying grounded in your values even as the company grows. They also shared how they have worked with circular offers, such as free repairs, and how these have been implemented globally.

For the participants, it became an example of how a company can grow internationally without letting go of what shaped the brand from the beginning.

West Sweden’s textile cluster as a wider context

Business Region Borås was also present, represented by Maria Jerenvik. She spoke about the ongoing work to develop a value proposition and communication for West Sweden’s textile cluster, with the aim of attracting investors.

This gave the participants a sense of how their own companies are part of a wider regional context, where West Sweden’s textile expertise, innovation capacity and business opportunities can be made visible externally.

International growth starts earlier than you might think

The workshop showed that global expansion does not begin only when a company establishes itself in a new market.

It begins with understanding what is required. With choosing markets. With how the offer is formulated. With the contacts that are built. And with the ability to keep business, values and long-term direction aligned when opportunities arise.

For the participants in Textile Movement Talent, meeting Business Sweden, Nudie Jeans and Business Region Borås helped make the next steps more concrete.

Not only as an ambition. But as preparation.

The project is led by Xperienece Next at Lindholmen Science Park, in collaboration with the Swedish School of Textiles and HDK-Valand, and with contributions from a network of partner organisations. Textile Movement is co-funded by Västra Götalandsregionen and the European Union.

Photo: Lindholmen Science Park