By Groth Spring - Summer 2012
The words are Mette Groth’s, and they truly express the core philosophy behind the successful Danish fashion brand By Groth. Curiosity, creativity – and a strong sense of the industry – were the qualities that drove Mette Groth to establish her own brand 15 years ago. And the urge to explore and create is still there today, even if By Groth is now a well known fashion brand.
Today, By Groth, is marketed in more than 200 stores worldwide. Mette had earned her degree as a clothing designer in 1993 and was designing clothes for another company when she began thinking about opening her own business. “I’d noticed that there was a huge market for the type of fashion that I was designing,” Mette explains. “At that time, there were only a few Danish fashion brands, and I felt that there was definitely a demand for a brand that could deliver on both fit, quality and of course design. I wanted to make clothes that complimented the strong and individual woman, the type of woman who is not afraid to show her true colours.”
But it was her brother Mik, who encouraged Mette to start her own business. While he took care of the financial side of things, Mette’s other brother Martin Groth was in charge of the “sales department”. The designs were put into production, and By Groth had become reality. Mik and Mette ran the business from her apartment in Copenhagen – their ambition was to create an international brand with a feminine profile, including high quality styles with an excellent fit and lots of unique details.