L.Brador has set off on an exciting journey. The brand has been around since 2003 as part of the Skydda Group, but it is now a company in its own right investing on a big scale, not least in marketing.
“We’re a premium brand that’s taking on the big operators in the market,” explains Jonas Ivarsson, Brand & Marketing Director at L.Brador. All of L.Brador’s product data is managed using C4.
For L.Brador, it’s all about workwear. For fifteen years, L.Brador has been producing workwear for professional users with a focus on quality, comfort, design, function and innovation.
Website = number 1
The first stage in L.Brador’s new era was to create the company’s own website.
“The website is incredibly important for us. It’s the node in all our communication and it’s where we channel all traffic. The previous site was product-focused, and we needed to change that. It was our aim to create a website with a strong brand feel while at the same time maintaining the very highest quality in the vast amount of product information.”
The outcome was a partnership with the NY Collective agency and C4 Contexture. As Skydda was already using C4 successfully as a PIM system for, among other things, L.Brador’s products, continuing with the system was a natural choice. Wordpress was chosen as the website platform.
Map out and choose the route
“Initially it was a matter of using the central PIM solution to map out which product data L.Brador wanted to present, how the new presentation structure related to the current one and, on the basis of that, to choose the best export and integration method with NY. Straight away we found a good level for the information flow, so no intervention is needed outside the PIM system to add
new products and changes,” explains Ulrik Lilius, Business Consultant at C4 Contexture.
“We were also aware that L.Brador’s product data was well enhanced, which made much of the project easier and has been a major factor in its success.”
Jonas Ivarsson agrees.
“Most things were already in place. We’ve added a number of images and information. Then we’ve specified what we want to show, where to show it and what it should look like,” he explains.
Good performance and top experience
NY Collective has designed L.Brador’s website and was responsible for the technology behind it.
“For us, the experience of the website is the most important thing of all, both for those who are visiting and want to use the website and for those who have to administer it,” explains Jonatan
Olsson, Digital Director.
NY Collective explained what they wanted to achieve to C4, who came up with recommendations. NY then started to develop, draw up work methods and work on optimisation so that the website would load the formatted, filtered information as quickly as possible.
The outcome was a modern, streamlined and attractive website with a strong brand focus, informative content and short loading times.
Collaboration a success factor
The project has seen all three parties working together in clearly defined roles. C4 was responsible for the PIM system and NY Collective for the design, experience and website solution.
L.Brador was the client and focused on brand-related issues rather than technology.
“We’ve seen each other’s strengths, and have respected and appreciated our various competences. Collaboration has worked out really well, and working with each other has been easy,” says Jonatan Olsson.
“Both C4 and NY Collective have been very much focused on creating a valuable solution for us in order to boost our sales. Their engagement and collaborative abilities have definitely been a key
to success,” says Jonas.
Even though the first version of the website is home and dry, it will be a long time before Jonas Ivarsson and his colleagues at L.Brador can sit back and rest.
“We’ve taken the first step on a long journey, there’s still plenty to do. We’ve built a good website. The next step is to augment this with language support and to build an e-commerce solution with the facility for customers to log in.”
L.Brador’s ambition is also to become its own node in the central PIM solution. The intention is also, as soon as possible, to generate all product sheets with production information for both national and international customers with the aid of the C4 InDesign Plug-In.
Heading for the top
“Our net sales now are similar to some of the major brands, but we’re not yet as well-known. We have an incredibly exciting journey ahead of us,” says Jonas Ivarsson.
L.Brador in Brief
L.Brador was formed in 2003 and produces, markets and sells workwear of the highest quality, leading design and using innovative solutions. The name L.Brador comes from the region of Newfoundland & Labrador in eastern Canada, where the climate is particularly harsh. The original thought was that if the workwear could satisfy the local craftsmen there and keep them warm, the clothes would also be suitable for our Scandinavian conditions. Owned by Bergman & Beving AB.