Continuing its love affair with both Scandinavian and Japanese design, Designer Gifts For Men (DGFM) has taken on distribution of Japanese watch brand Hygge after being approached last year.
“They have an association with John Brauer, the Danish designer who is behind the Essey brand, which we have been distributing in Australia for quite a few years now,” says DGFM’s owner, Anne Ring. “So, that was the connection that brought Hygge and DGFM together, John recommended us as a distributor for the Australian market.”
Ring says she was conscious that any brand DGFM would add had to have both strong design and quality elements if it was to ‘fit’ with the current offerings to its customer base.
“After Hygge approached us, we did our own due diligence. We reviewed their product range and liked what we saw in terms of product position, design and background information on the supplier company. We engaged a respected watchmaker in Australia who attested to the quality of their watches, and the ability for repairs to be completed here. The latter was most important, as we knew we had to be able to provide ‘after sales service’ for Australian consumers of these unique watches.
“We decided that Hygge met our criteria and so would fit with the brands and the type of client base we already had in Australia. We are excited at the prospects of this addition to our business.”
The brand has a strong Danish design element coupled with Japanese-based high technical standards. These two forces combine to bring a quality product that not only looks and feels good, but also functions well for the consumer, says Ring.
“Hygge watches have that wonderful combination of form and function, which is high on our list of priorities when it comes to the brands and products that we sell in Australia. Hygge thus fits with our other product ranges, including Essey, TROIKA and Mondo, all of which have an ‘edge’ when it comes to form, attested by design awards for various products in their ranges.
“Secondly, our Essey products are Danish design with German manufacture, our AtmoSPhere globes are Danish and Italian design with Italian manufacture, TROIKA products are German designs and Mondo products combine Japanese design with Taiwanese manufacture, so the function part is strong for all our other brands too.”
While the watch market is highly competitive, Ring is convinced Hygge will do well in Australia.
“We know that it can be a slow process, and that success is associated with brand awareness and brand trust. We believe the Hygge watch range is one that can be trusted, and it is now our job to increase brand awareness and exposure.”
Hygge’s latest range, Väri, which recently won a Red Dot Design Award, will be in stores by the end of April.
By Marion Gerritsen
