Acquisitions, bankruptcies, and consolidation
In recent years, we have had to say goodbye to several established and recognized fashion companies due to closures and bankruptcies. However, many fashion brands have either been acquired or brought in new investors, which have provided a financial foundation and secured a new chapter in the company’s history. We have interviewed several industry players who have been part of either an acquisition, a bankruptcy, or have welcomed new investors. This is also the story of six individuals who have tackled the different crises in the industry in their own way.
Seamless basic gains new co-owners after difficult years: “We know exactly where we stand with each other”
Seamless Basic, led by Trine Weber Carlsen, has taken a step toward creating a more resilient business by bringing on fashion professionals Klaus Bøie Christiansen and Anne Dorte Thøger as new co-owners. Building on the brand’s timeless basics and a philosophy of quality over quantity, their shared ambitions are clear: more exports and focused product development.
Seamless Basic was founded in 2018 by Trine Weber Carlsen as a part-time project while she worked as a production manager for Soulland. By 2020, it became her full-time job, with a vision to counter mass production in the fashion industry with high-quality basics in natural materials and timeless designs. In 2021, Seamless Basic received an investment from Nordic Female Founders during the DR program Løvens Hule (Dragon’s Den). The exposure helped boost visibility and expand into markets such as Germany and Japan.
However, the following years were marked by challenges including inflation, the energy crisis, wars, and disruptions in export markets. By 2023, Seamless Basic faced significant financial difficulties, with the bank raising concerns. In this context, dialogue with Klaus Bøie Christiansen and Anne Dorte Thøger from By Basics began – a process lasting five months:
“We met multiple times, and for me, it was all about my gut feeling. I encountered sincerity and honesty, which you don’t always find. There were no flashy words – just two people I could share my worries with, who also had expertise in the field,” explains Trine Weber Carlsen.
Honesty and clear communication were pivotal for Klaus Bøie Christiansen when considering an investment in Seamless Basic:
“You always have doubts when you see a business not turning a profit. That was my concern too. But there’s always a reason. When I looked deeper, I saw the challenges, but also that the business had been well-managed from the start, despite economic bumps along the way. The situation had just become critical by then. But we liked the product, and we liked Trine – there’s common sense across the board. We quickly realized we could contribute something. We met someone who was honest, dedicated, and straightforward. We talked through all the tough issues from the start, which allowed us to start from a good place.”
A unified front
These discussions and meetings culminated in a 50/50 ownership agreement for Seamless Basic in May 2023 – a partnership grounded in trust, shared expertise, and a common vision for the future:
“Wearing all the hats myself all the time has been tough. Now I have colleagues who not only understand the business but also bring new knowledge and energy. We know exactly where we stand with each other. And I’ve gained equal sparring partners,” adds Trine Weber Carlsen.
The partnership is built on a clear division of roles: Trine Weber Carlsen handles daily operations, while Klaus Bøie Christiansen and Anne Dorte Thøger contribute expertise in product development, design, and export strategies:
“We have great respect for and humility toward each other’s competencies. This allows us to make well-considered decisions and ensure healthy growth,” says Klaus Bøie Christiansen, echoed by Anne Dorte Thøger:
“We didn’t know Trine personally beforehand, but we knew the brand. Trine’s philosophy and approach to creating clothes align with our thoughts. It’s important to share the same passion. We create a niche product, and we’re passionate about exploring opportunities within that product group. Everything Trine has built fits perfectly with what Klaus and I are also passionate about.”
Controlled growth strategy
Export plays a central role in Seamless Basic’s new strategy. Leveraging By Basics’ international agent network, the ambition is to strengthen sales in Germany and expand to other European markets:
“We’re focusing on selecting the right agents and creating a more streamlined approach to B2B collaborations,” explains Trine Weber Carlsen.
On the product side, new initiatives are already underway:
“We’re working on expanding the range to include more sizes and colors, always with a focus on timelessness and quality. We steer clear of fast fashion and create durable products that make sense both economically and resource-wise,” says Anne Dorte Thøger.
A future based on “controlled growth”
The partnership between Seamless Basic and the By Basics duo is not built on a short-term exit strategy. The long-term plan is to create a sustainable and profitable business:
“We believe in the concept and see significant potential for controlled growth. It’s not just about financial growth – it’s about building a company that can stand on its own and create real value for customers,” says Klaus Bøie Christiansen.
With a solid strategy and a strengthened ownership structure, the future looks bright for Seamless Basic:
“We’re on a shared journey, making decisions together. The new setup has unleashed positive energy, and the business continues to develop,” says Klaus Bøie Christiansen.
“Together, we aim to nurture Seamless Basic and grow the company. We are passionate and ambitious. Things are already heading in the right direction, and we expect to end the year with a small profit – which is a significant improvement from last year,” concludes Trine Weber Carlsen with a big smile.
