Danish childrenswear brand Wheat is opening its first flagship store on Østerbrogade in Copenhagen, marking a significant milestone in the company’s retail expansion.

Following a phase of international growth, including recent market developments in London and Canada, the Copenhagen store reflects an increased focus on owned retail channels, enabling Wheat to strengthen its direct-to-consumer approach and deliver a more cohesive brand experience.

Developed in collaboration with Studio Force Majeure, the store spans just over 100 sq. m and features a material-led interior defined by oak, stone flooring and tiles, combined with light, suspended elements. The space is also designed with families in mind, incorporating child-friendly zones alongside facilities including a changing station, nursing area and customer restroom.

 

 

Located in the Østerbro district, the store builds on an already strong local customer base and positions the brand within one of Copenhagen’s key retail areas. Commenting is CEO Thomas Frederiksen.

“Opening in Copenhagen marks a significant milestone for Wheat and an important step in strengthening our position as a premium lifestyle brand for children and families. The store allows us to connect more directly with our customers while supporting the continued development of our physical retail presence.”

For further information on Wheat, please click here. For wholesale enquiries, contact jt@wheat.co.uk.