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WHY FLENDER L&G LTD. INFLAMMABLE FLENDER GROUP UAE
WHY ‘FLENDER’?
A descendant of the late Alfred Friedrich Flender, founder of the original Flender company, it seemed only natural that today’s Flender Group german born founder, chose to call the company by the same name - an ode to his family heritage and the brand’s german business roots. While the product might have changed remarkably, the work ethic and longevity remains the same.
L&G LTD. 96’-05’
The journey started with L&G Ltd. in 1996. The brand’s scope was supplying graffiti and art supplies - mainly spray can brand, Montana (now, the biggest worldwide), and some streetwear clothing. To manage the clothing segment we decided to establish the streetwear and graffiti platform called INFLAMMABLE in 1999. As the internet where in early start, focus was on catalogues and showing presence at events and festivals to promote the brand before it became one of the first online stores in operation.
INFLAMMABLE 05’-18’
While INFLAMMABLE was still under L&G Ltd. the segment of streetwear clothing grew massively in the first years, therefore the future founder of Flender Group decided to build INFLAMMABLE as an standalone brand with a management buyout In 2005.
IN.COM Ltd. (Shortcut of inflammable.com) was born with its own website and a new team. Following the success of IN.COM, the company’s first stand alone retail store was opened in Mannheim (Germany), featuring a 6500 square feet sales area.
To keep up with the vast expanding market in 2007, IN.COM purchased another domain called “burner.de” with the focus of segmentation between different target audience in the streetwear culture.
With the rapid growth of the internet momentum, the future of the brand was shaped by innovation and technological advancements, reducing workload and speeding up general processes. The opening of two more stores in Germany, both called Novacane, one near Stuttgart, followed by a secondary one in Berlin. The intention behind Novocane was to attract a different target audience as well as appealing to higher tiers in terms of products and exclusiveness.
The growth of the online stores including the built up network in streetwear laid the groundwork for the expansion to the Middle Eastern area.
FLENDER GROUP SINCE 2015
We established the Flender Group in 2015 in middle east and started to set up the streetwear culture in this new region with all the history and knowledge we can bring in from the last years of building brands and strategy of this specific culture.