ELSA LOKRANTZ

Born 1964. Creative Director. Trained at Berghs School of Communication. Worked from 1986 to 2000 as an Art Director at the Lowe Brindfors advertising agency with clients such as SAS, IKEA, Kappahl, HM, Barnängen and COOP.

1997: created the Gina Tricot concept – everything from visual identity to communication, logo, name and concept – in collaboration with the brand’s founder, Jörgen Appelqvist.

2000: founded Lokrantz & Co AB and received a vote of confidence by being engaged to continue working with the Gina Tricot brand.  

2004: launch of the first “range advertising films” on TV. Gina Tricot expanded strongly, initially in Sweden and subsequently internationally as well, and a couple of years later, the company was valued at several billion kronor. Responsible up until 2008 for all of Gina Tricot’s communication for TV, print and digital media, and in-store. Discovered and launched the photo model, Pernille Holmboe, and created the “Pernille look”, which was hugely successful.

2008: Lokrantz & Co entered into a partnership with the Norwegian Varner group to create a new concept for the Cubus fashion chain. Just two years down the line, and as a result of the concept created, the Dagens Industri financial newspaper reported that for the first time ever, Cubus had posted a profit. The photo model, Mini Andén, was launched as the face of Cubus as part of a concept that covered advertising films, advertisements and in-store material.  

2010-2012: Lokrantz & Co worked with the Scorett shoe chain. After two successful years of working with celebrities such as Carolina Gynning, Marie Sernholt, etc., Scorett was proclaimed Fashion Chain of the Year at Sweden’s Habit Fashion Awards.

2012: launch of Stockholm Market, an exclusive multi-brand fashion chain which after only six months, was able to launch its second store, by which time it was one of the best-known multi-brand stores in Stockholm.

2011: Lokrantz & Co was engaged to launch Nya VITA – Norway’s biggest hygiene and cosmetic products retail chain. The VITA engagement includes producing 11 films per year, magazines, in-store material and advertisements. The concept has proved highly successful and has posted a steadily rising profitability curve since 2011. 

November 2013: Lokrantz & Co began working with Glitter, a retail chain with 300 retail outlets and a presence in all of the Nordic countries. The engagement includes magazines, in-store material, TVC and social media.