Lindex shares slide despite profits

Swedish clothing company Lindex took a dive on the Stockholm stock exchange on Tuesday despite its third quarter report showing a 145 million kronor net profit.

The profit was less than expected. Turnover went up to 1.34 billion kronor, which was higher than analysts anticipated and an increase from last year’s 1.26 million kronor figure.

Lindex is set to sell shoes in nearly 50 of its stores at the end of summer, and it is planning on investing 1000 million kronor in logistics as well as opening stores in the Czech Republic and Lithuania.

“We are extremely pleased with the sales results and are happy with the overall results,” said Lindex chief Göran Bille.


Swedish fashion brand scraps plus-size range

Swedish clothing brand Lindex has decided to scrap its plus-size range and instead make all of its standard collections available in larger sizes.

Swedish fashion brand scraps plus-size range
A promotional shot from Lindex’s autumn/winter campaign. Photo: Lindex

From autumn onwards, Lindex’s previous plus-size range 'Generous' will no longer be available, with plus sizes integrated into the brand’s standard fashion lines. Its forthcoming autumn/winter campaign will also be fronted by plus-size models Ashley Graham and Candice Huffine alongside supermodels Alek Wek, Toni Garrn and Cora Emmanuel.

“We want women of all sizes to feel included and feel they can buy items from all our fashion concepts. This change will make our collections more inspiring and accessible to more customers,” Lindex head of design Annika Hedin explained in a statement.

There have been growing calls for the plus-size distinction to be scrapped entirely by the fashion industry, with critics arguing that it causes shame.

In 2014, Swedish chain H&M was criticized for labelling a model capable of fitting into their medium clothing as 'plus-size' in a catalogue. Former professional swimmer Emma Igelström said that by calling the model plus-size, the brand was “strengthening the idea that super skinny is the ideal”.

This isn't the first time that Lindex has gone against the norm. In 2014 one of the brand’s underwear campaigns caught attention when it featured employees in front of the camera instead of models.