Danish labels choose
Scoop International for UK expansion
today Feb 6, 2015
The interest in Danish fashion brands continues to grow in the UK. In London, Danish label Ganni opened a pop-up store on Redchurch Street in Shoreditch last year, and Wood Wood continues to be popular in the hip Goodhood store.
A number of Danish brands that have an older audience, like Day Birger et Mikkelsen, are sold in UK department stores such as Liberty, and e-tail giant Asos also has a selection of Danish labels. This week's Scoop trade show underlined the importance of the UK market for Danish brands, with many of them in attendance.
Wood Wood's fall/winter collection proved popular with buyers, who liked its suede fabrics, beautiful colour palette and 1970's vibe. Fellow Danish brand Samsoe & Samsoe's disco-inspired pieces were also doing well, and the label will soon be available on Asos.
Other Danish brands at Scoop included Baum und Pferdgarten, Bitte Kai Rand, Mads Norgaard and Sand Copenhagen.
Scoop's founder, Karen Radley, says:
"I chose Danish brands because the collections are very suitable for the UK market. They are understated but never boring and commercially priced. The fit and colouring is perfect for the UK.
They choose to show as they appreciate the location, the feel and atmosphere of Scoop. The Danish market really understands the synergy between art and fashion."
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