🇩🇰 Du finder den danske version af denne artikel her.

In just a few years, Bareen has grown from a small, niche-focused webshop with a single t-shirt on the “shelf” into an established Danish fashion brand offering both lifestyle and sports collections.
This week marks a new milestone in their journey: the launch of their latest sports collection, designed for everyone from dedicated athletes to everyday fitness enthusiasts.

But the sports collection is only part of the story.
In recent years, Bareen has expanded beyond the digital space, now available in over 55 physical stores across Denmark.
At the same time, their ambitions are growing internationally, with the Netherlands and Belgium in their sights.

We spoke with Stephanie Bendixen Vollquartz, PR, Brand Activation & Community Manager at Bareen, about the thinking behind the new collection, the brand’s evolution, and their international aspirations.

Stephanie Bendixen Vollquartz (left)

Stephanie, you launched your new sports collection this week. What’s the idea behind it?

“It’s about optimizing what we’re already doing. We strive to constantly improve our products, while staying true to our DNA. Clean designs, a simple color palette, and apparel for all kinds of athletes and lifestyle enthusiasts. We make clothes that we ourselves want to train in.”

You mention that the collection is technical and sleek. Can you explain what you mean by “technical”?

*”In the beginning, our sportswear was mostly just a sporty take on our lifestyle designs. Now, we’re really focusing on functionality and the details that make a difference, no matter what sport you practice.

The collection connects to sport not just in its look, but also through the technical aspects of our new styles. Examples include pockets for gear and gels, an even greater focus on fabrics, and performance-driven design—like our race-ready pieces, including split shorts and tank singlets.”*

How has the collection been received?

“Very well! We’re thrilled to see how different communities are embracing our pieces, especially since some legacy brands have long dominated certain sports. At the same time, we’re seeing a strong overall growth in our sportswear sales, which is very welcome.”

It’s been a few years since you were “just” a simple t-shirt. How would you describe the brand today?

“Today, we are a brand with a broad range, offering both lifestyle and sportswear – we’ve truly evolved from a niche-focused e-commerce to a full-fledged fashion brand.

We focus on creating silhouettes that aren’t driven by short-lived trends, while ensuring quality is at the core of everything we do: from materials and craftsmanship to the overall customer experience. Bareen stands for quality, whether it’s sportswear, a hoodie, or a t-shirt you pick up in one of our stores.”

You started as a 100% online brand, but now you’re in more than 55 stores across Denmark. What drove that shift, and what have you learned along the way?

“Our ambition has always been to share our brand with as many people as possible, and online sales can only take us so far. There’s no doubt that physical retail still has its place in the market, which is why we saw a huge opportunity in entering through wholesale partners. You know how it is—you’re standing in a store while checking Instagram, the website, and Trustpilot for reviews. At the same time, you might check the online shop’s opening hours because you want to try on the pants before buying.

The holistic experience creates the best customer journey, and that’s what matters most. We’re fortunate to have strong partners who help us maintain a presence across the country. We had spent eight years building the brand, so demand was already established from the start, which meant we saw very healthy interest from our partners right away—something we were really happy to experience.”

What are your ambitions for international expansion? Which markets make sense for Bareen, and why?

“The ambitions are big. We believe our concept can scale internationally, but of course, making it happen is easier said than done. Right now, we see potential in markets culturally similar to Denmark, such as the Netherlands and Belgium.

The goal is for Denmark not to be our biggest market, but achieving that requires breaking through with new international B2B partners while continuing to grow online in a competitive landscape. We’re excited to see where Bareen will be in a few years.”

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