The brands get candid about the health of their business. There’s medals, struggles and solutions, as well as a helping hand from the big brands.
has built a reputation as the fifth fashion capital — the sustainable one — but even it isn’t immune from brand closures and the luxury slowdown.
“Since our inception in 2013, we have operated profitably every single year and are proud to have never needed loans or credits. We are experiencing significant growth in our own retail and e-commerce business,” said creative director Mona Jensen.“Consequently, we estimate a turnover growth of approximately 25 percent in 2024,” Jensen added.
In a city as small as Copenhagen, retail isn’t just an exercise in brand building, but rather growing a community organically. That includes inside airports as most Danes travel to neighboring countries on a frequent basis. “We had put too many eggs in too few baskets when it came to wholesale, placing our bets on a handful of online giants. When their sales started to decline that instantly resulted in budget cuts and canceled orders,” he added.
“We are doing better and better each month, but have a decrease in revenue from 2023 to 2024. This is the result of us focusing on direct-to-consumer and stopping selling wholesale to focus on our core business and community,” Simon said.
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