Danish Retailer Birger Christensen Cracks the Private Label Formula

LONDON — Danish retailer Birger Christensen has a 150-year-old history, its chic multibrand boutique having opened its doors in the heart of Copenhagen in 1869, and built a name for offering a well-curated collection of luxury names alongside its own brand of fur and accessories.
But when Denise Christensen joined her family business as chief executive officer in 2017 she wanted to write a new chapter in the brand’s history and look forward to the future — and she did so by debuting a series of private labels, backed by the retailer.
“When you have multibrand store, you’re always telling all the different brands’ stories. But I wanted to create my own story and my own future. The whole idea was to tell the story of what we believe in and share our vision for the future,” Christensen said in an interview.
This vision consists of accessibly priced brands, catering to customers’ specific needs, be it everyday glamour or everyday wardrobe staples.

Denise Christensen at the Remain spring 2020 presentation. 
Courtesy Photo

Cue Rotate, the Copenhagen-based label that is backed by Christensen and designed by Danish influencers Thora Valdimars and Jeanette Madsen, which became a global hit within 12 months for its bold dresses, sweet spot

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