Wholesaler Jarass is now trading as BYMR after the loss of key watch brand Skagen due to a global sale to its competitor.
BYMR stands for ‘blink and you’ll miss the revolution’, a name the business hopes will generate interest and inspire clients.
“When we heard news that Skagen Denmark – the brand we had built from an unknown to an industry leader – had been sold and we would lose it, you could have heard a pin drop,” says Nils Rasmussin, managing director. “Rather than resign ourselves to the inevitable, we used it as a catalyst for change. Part of our re-invention was a new name.
“The name is a nod to the pace of change in today’s world, as well as to how quickly we had to adapt our business. It is also a reminder to be awake and aware to the opportunities life constantly throws your way.”
Since the loss of Skagen, BYMR has added new brands to its portfolio such as Oliver Hemming, GANT Time, Braun and Bering.
Oliver Hemming produces alarm and wall clocks. It was previously available in Australia for a short time.
BYMR discovered the brand on the internet and met Hemming several years ago when he was looking at his products’ potential in the local market.
“Oliver’s designs are fresh and contemporary, the quality is outstanding and the price affordable. The collection ticks a lot of boxes.”
The wholesaler is looking forward to the future with its new identity and is ready for whatever the market brings.
“The path to market has changed forever,” explains Rasmussin. “We have a renewed passion for our business and our brands, and an understanding that retail success is our success. We have a clear direction and exciting vision of the future.”
