Following the successful launch of its first international standalone store in Copenhagen, Denmark, Icelandic clothing label has opened a new children’s clothing concession store in Copenhagen’s high-end department store Illum.
66°NORTH opened its children’s concession store last Saturday to a plethora of old and new fans of the brand, which also included a variety of activities for children, such as balloon twisting.
The concession store was designed by the Icelandic design team, HAF, and is 25 square metres in size. The store features children-friendly displays and the latest designs from the 66°NORTH children’s range.
This second store for 66°NORTH helps to strengthen the brand’s position within the Danish market.
“Illum takes great pride in offering quality brands, and therefore it is an honour for 66°NORTH to be amongst the brands that the store represents. We pride ourselves on focusing on producing children’s clothing from the finest materials, as the younger generation also needs clothing for the most demanding of weather. This is an exciting milestone for us, and we are looking forward to seeing Copenhagen’s youngest outdoor enthusiasts take on the Danish weather,” explained Helgi Rúnar Oskarsson, CEO of 66°NORTH.