By C. Perera, JadeTimes News
Danish fashion label Rotate is making a noteworthy advancement by launching its first retail store on Kristen Bernikows Gade in Copenhagen. This location, already renowned for housing prominent brands like Ganni and By Malene Birger, is emerging as a prime shopping destination.
Denise Christensen, CEO of Birger Christensen Collective, which owns Rotate, regards the opening of this new store as a strategic initiative to strengthen direct sales. Christensen aims to elevate direct sales from 5 percent to 20 percent of total revenue over the next three years.
The inauguration of the flagship store coincides with Rotate's fifth anniversary and is a key element in Christensen's broader vision of amplifying the brand's direct retail presence. The space, which was previously occupied by the bed brand Hästens, was acquired unexpectedly, granting Rotate the entire building. Christensen perceives this acquisition as a fortuitous opportunity that will significantly benefit the company.
Rotate was founded in 2018 by creative directors Jeanette Madsen and Thora Valdimarsdottir and quickly garnered attention for its affordable occasion dresses. Despite encountering challenges during the pandemic and adapting to shifting consumer trends, Rotate has remained profitable, reporting a revenue of €16 million for 2023. Christensen is also concentrating on potential acquisitions and collaborations to further expand the brand and adapt to the evolving landscape of the fashion industry.
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