Didriksons adjusts its product segmentation Didriksons has started to segment its product line more strictly than before, dividing it into two categories – Originals and Sportswear. For the first

The collection will be clearly subdivided from autumn/winter 2017/18. In the past few seasons, the Originals line has been expanded from 20 to up to 100 different styles. It is distributed among fashion retailers and wholesalers, whereas the Sportswear line is directed at the sporting goods and outdoor retail market.