Danish childrenswear brand Wheat is taking the next step in its international growth journey with new retail concepts at both Printemps and Galeries Lafayette in Paris.

Last month, the brand opened its own store at Printemps Paris, followed by a new pop-up at Galeries Lafayette Paris located at the entrance to the children’s department.

The two openings mark a key step in Wheat’s international retail strategy and ambition to develop the Danish design brand into a global premium brand for families with children.

Commenting is Thomas Frederiksen, CEO and co-owner of Wheat.

“Opening at both Printemps and Galeries Lafayette marks an important step for Wheat. Both are among the world’s most sought-after department stores, and having a presence in both with our own store and a pop-up is a direct result of the strategy we laid the foundations for just over a year ago.

“With London, Canada, Østerbro, Printemps and Galeries Lafayette, Wheat now has five open retail locations – and Paris has become a central part of our international story.”

 

 

Wheat developed the interiors of both its flagship store in Copenhagen and its new retail concepts in Paris in collaboration with Danish design studio Studio Force Majeure. Studio Force Majeure is behind the overarching interior concept that connects Wheat’s physical universe across markets.

“For us, it is about taking a Danish design icon and turning it into an international brand without losing the DNA that makes Wheat Wheat,” continues Frederiksen. “Quality, functionality and a Scandinavian design language should be recognisable whether you encounter us in Østerbro or in the heart of Paris.”

From Danish design to international growth

Over more than 25 years, Wheat has evolved from a Danish design brand into an international company with a strong presence across markets. With its establishment in Paris, Wheat continues a strategic journey focused on investing in new markets, strengthening physical brand experiences and building the brand internationally.

In June 2026, Wheat also enhanced its strategic platform with a new Board of Directors, bringing expertise in areas including international brand building, retail and commercial scaling.

For further information on Wheat, please click here.