Scandinavian fashion brand Rotate expands with new store

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 becoming a key shopping destination.

Denise Christensen, CEO of Birger Christensen Collective, which owns Rotate, sees this new store as a strategic move to bolster direct sales, aiming to increase this segment from 5 per cent to 20 per cent of total revenue in the next three years.

The flagship store’s debut follows Rotate’s fifth anniversary and is central to Christensen’s vision of enhancing direct retail presence.

The space, previously occupied by bed brand Hästens, was acquired unexpectedly, providing the company with the entire building a stroke of luck that Christensen views as a significant opportunity.

Rotate, founded in 2018 by creative directors Jeanette Madsen and Thora Valdimarsdottir, initially gained attention for its accessible occasion dresses.

Despite challenges during the pandemic and evolving consumer trends, the brand remains profitable, with €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.