Danish fashion brand Samsøe Samsøe has opened its second London store, choosing a Seven Dials location to “connect more directly” with customers.
Situated at 5 Earlham Street, the store has been designed with a Scandinavian-inspired identity, featuring clean lines and muted tones.
This latest two-floor site joins the brand’s existing location in the capital, situated at Beak Street in Soho.
“Opening on Earlham Street is a defining moment for our UK growth journey,” said Christian Øgendahl, retail director at Samsøe Samsøe.
“Seven Dials represents a unique intersection of culture, community, and premium retail, making it the ideal home for our next phase. We are excited to become part of this vibrant neighbourhood and to connect more directly with our London customer base as we scale our presence in the market.”
Founded in Copenhagen 1993 by the Samsøe brothers, the brand began as a small jewelry store in the city’s Latin Quarter. It has since grown into a fashion house known for its minimalist, utilitarian approach to Scandinavian style.
Peter Sextus, CEO of Samsøe Samsøe, added: “The UK represents a significant opportunity for us, and London is central to our ambitions in the market. As one of the world’s leading retail capitals, London provides a powerful global showcase for our brand and plays an important role in supporting our international growth strategy.
“This opening is not just about expanding our footprint, but about laying the foundations for long-term, sustainable growth through a considered and scalable retail strategy.”
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