Saga CEO, Crown Prince and Mr Mikkelsen

His Royal Highness Crown Prince Frederik of Denmark carefully studied the fur exhibits when he visited the Saga Furs stand at the Nordic Lighthouse exhibition in Shanghai on June 28. The prince and Danish Minister for Economic and Business Affairs, Brian Mikkelsen, later spoke at a business conference attended by CEOs from multinational Chinese corporations, other European and Chinese companies and Chinese officials.

Saga Furs CEO Jan Erik Carlson chatted with His Royal Highness and outlined the company’s strategy in China. Mr Carlson also presented garments inspired by Saga Furs technique developments, pieces from the interior décor collection and fur accessories. A key topic was how Saga Fur innovation has extended the use and popularity of fur.

"It was an honour to meet His Royal Highness," says Mr. Carlson. "The Crown Prince Frederik asked relevant questions about what he saw, and he was especially interested in the fur garments on display and the innovative techniques. This occasion gave us an invaluable window of opportunity for communicating our dedication to the Chinese market."

The crown prince led a delegation of the Danish Enterprise and Construction Authority—under the auspices of the ministry-- who were visiting the exhibition in Shanghai. Held in parallel to the Shanghai World EXPO 2010, the Nordic Lighthouse exhibition features 25 leading Nordic companies.

Business delegation sees what Saga Furs can do

The crown prince was accompanied by Danish Minister of Economic and Business Affairs Brian Mikkelsen. Danish and Chinese diplomats also attended the gathering at the Saga Furs stand along with the business leaders.

"The Chinese market is very important to Saga Furs. Nordic Lighthouse provides us with a fantastic business platform, but this is just one element in our engagement in the country," says Carlson. "Saga Furs first entered the Chinese market in the Eighties, and we have been very active there ever since."

Saga Furs Fashion Show coming up

Nordic Lighthouse is a six-month-long exhibition extending into October. It is housed in the Watergate exhibition centre, adjacent to the EXPO 2010 grounds. Planners of the event expect as many as 70 million people to pass through the turnstiles.

A major highlight for Saga Furs will be the Saga Furs Fashion Show on 21 October. The gala runway show will be held as the opening event of Nordic Fashion Week, 21-24 October.

Saga Furs will present fabulous fur fashions by top names in Haute Couture and ready-to-wear fashion. All of the garments will feature exquisite fur techniques developed in partnership with Saga Furs. The runway show includes: Jean Paul Gaultier, Sonia Rykiel, Roberto Cavalli, Missoni, Maurizio Pecoraro, Todd Lynn, Michael Kors, Peter Som Oscar de la Renta.