In a significant move coinciding with Copenhagen Fashion Week, Danish fashion label Rotate is set to open its inaugural store on Kristen Bernikows Gade, a burgeoning hub for stylish brands. This prime location, shared with notable names such as Ganni, By Malene Birger, and soon Toteme, underscores Rotate’s ambition to become a central player in the fashion district.
Denise Christensen, CEO of Birger Christensen Collective, the parent group of Rotate, highlights the strategic importance of this location. “It’s really developing into a destination shopping street,” she remarks, pointing to the area’s potential to attract a fashion-forward clientele.
During a video interview, Christensen, exuding Scandinavian elegance in a black button-down shirt, stacked jewelry, and a square-dial watch, shared insights from the group’s headquarters, situated above the new flagship store. The bright and airy office space reflects the minimalist yet sophisticated ethos of the brand.
Rotate’s new flagship store marks a milestone following the celebration of its fifth anniversary last year. This move is integral to the brand’s strategy to enhance direct sales channels, Christensen explains. Currently, direct retail, including ecommerce, comprises 5% of the group’s total sales. Christensen aims to increase this figure to 20% within the next three years, signaling an aggressive push towards expanding Rotate’s market presence and consumer reach.
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