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View as HTML version PSI Journal 10/2016 W ith its historical, vibrant character, Paris offered the perfect setting for the launch of the new range. Managing Director of New Wave, Holger Hoffmann, had invited potential distributors to discover the new brand at the Hotel InterContinental Le Grand in Paris from 23 to 25 July. This luxury hotel ensured an appropriate atmosphere for the premiere of the J. Harvest & Frost brand. With direct views of the Opera House and the city centre, the chosen presentation setting matched the exclusivity of the new brand. Business attire for any occasion The founder and Concept Manager of Frost, Tor Bjarne Johnsen, personally presented the concept of J. Harvest & Frost. The Norwegian businessman familiarised the customers with the history and concept of the brand: J. Harvest & Frost stands for exclusive business attire that can be worn on any occasion. Shirts, blazers and blouses from Frost look great in the office and at the subsequent dinner party. J. Harvest & Frost boasts a high-quality finish with an exceptional design, thus giving the brand a luxurious character. The range extends from a classic shirt design to an elegant blazer. In addition, there are also accessories which can be combined with any garment. Originally patterned breast pocket handkerchiefs or ties, elegant cufflinks and various bags for every occasion. The lively and informative presentation by T. B. Johnsen enhanced the joy and curiosity about the new brand. Enthusiastically supported by Marketing Manager Wolfgang Lagler, Holger Hoffff mann presented the planned marketing concept, named after the premiere location, “Club Paris”. In close cooperation with its customers, New Wave GmbH is planning to distribute J. Harvest & Frost with high quality standards which correspond to the high level of quality of the brand and the products. The exciting and eventful day was rounded off with an exclusive dinner at the Café de la Paix. Tour de France and “Meet & Greet” Sunday was dedicated to the Tour de France race finish. At the Champs-Elysees, the cyclists who rode in the 21 stages through France were eagerly awaited. At the same time, further questions about the new brand were answered and important information was exchanged in a relaxed atmosphere. As a final major highlight, a Meet & Greet with the BORA – ARGON 18 team was organized. Equipped by New Wave GmbH with race wear of the CRAFT brand, the team can look back on a successful Tour de France 2016. Both the customers and the team of professional cyclists enjoyed meeting each other and exchanging information. To the surprise of the customers, the team arrived at the party elegantly dressed in J. Harvest & Frost attire. New Wave not only provides its BORA – ARGON 18 team with CRAFT, but now also with exclusive J. Harvest & Frost attire. The team can rely on optimal functional apparel for cycling as well as an exclusive range of business attire. For the cyclists, celebrating at a dinner party dressed in exclusive attire consisting of a shirt and blazer with high-quality embroidery from J. Harvest & Frost was also a recognition of their great achievements. It also marked the end of an eventful weekend in Paris for all the customers who had been invited by New Wave GmbH. The participants farewelled each other early Monday with lots of new impressions and information – with the J. Harvest & Frost brand in their luggage to now make it more visible outside of Paris. < A glimpse of the J. Harvest & Frost showroom. New Wave not only provides its BORA – ARGON 18 team with CRAFT apparel, but also with exclusive J. Harvest & Frost attire. (The photo was taken on the final day of the Tour de France, which was also the day when the brand was presented.) 73

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