Scandinavian Fashion Brand Rotate Expands With New Store In Copenhagen

Danish fashion label Rotate is set to make a significant leap with its first retail store opening in Copenhagen’s Kristen Bernikows Gade. This area, already home to notable brands like Ganni and By Malene Birger, is rapidly becoming a key shopping destination.

Denise Christensen, CEO of Birger Christensen Collective, which owns Rotate, views this new store as a strategic move to bolster direct sales. The company aims to increase this segment from 5% to 20% of total revenue over the next three years.

The flagship store’s debut follows Rotate’s fifth anniversary and aligns with Christensen’s vision of enhancing the brand’s direct retail presence. The space, previously occupied by bed brand Hästens, was unexpectedly acquired, providing the company with the entire building—a fortunate opportunity that Christensen regards as significant.

Founded in 2018 by creative directors Jeanette Madsen and Thora Valdimarsdottir, Rotate initially gained attention for its accessible occasion dresses. Despite challenges during the pandemic and evolving consumer trends, the brand remains profitable, reporting €16 million in revenue for 2023. Christensen is also focused on potential acquisitions and collaborations to further grow the brand and adapt to the changing fashion industry landscape.