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A lot is happening at JOE & THE JUICE these days. Just last week, we covered their record-breaking 2024 results and rapid international growth. But that’s not the only place things are moving.

This Thursday, May 22, they’re opening their new “House11” on Ny Østergade in Copenhagen. The name is a nod to the very first JOE & THE JUICE store, which opened at Ny Østergade 11—just a few steps from the new location at number 13.

So, what’s it all about? We caught up with Kasper Garnell, Head of Brand and one of the people who’s been there since the beginning.

Kasper, what is “House11”?

“It’s our new concept store that showcases JOE & THE JUICE at its best. It’s a preview of where we see the brand heading in the coming years — both in terms of the menu and the physical in-store experience. Creating a space that allows for locally driven activities is incredibly important to us.

We’re planning to host breathwork sessions, latte art classes, nutrition and wellness workshops… and we’ll probably have to bring our running club ‘Burning Soles’ to Copenhagen too, since it’s been such a hit in London and New York.

Some of the items on the House11 menu will launch globally, while others will remain exclusive to the house. It’s going to be a very dynamic and seasonal offering.”

Why did you choose Copenhagen as the first location for this concept?
“We actually felt that Copenhagen has been missing a true JOE flagship — and now we’ve gone all in with this concept.

Copenhagen and Denmark are in our DNA. We’ve learned a lot out in the world, and now we’re bringing it home to build on it. It’s incredibly important for us to continue developing the brand here.

Denmark is still one of the markets where we have the most stores, so it’s crucial that we stay relevant — and we can only do that by daring to innovate.

On top of that, the location itself is iconic for us. There are so many memories and so much history tied to the area and to the JOE & THE JUICE brand overall. It’s literally right over there that it all began,” Kasper says, pointing toward No. 11, just a few steps away.

Are there more of these concept stores in the pipeline?
“100%. We’re already exploring locations in New York, Miami, and London.”

And beyond the new store and a beautiful courtyard, you’ve also built a gym in the basement?
“It’s a bit of a back-to-our-roots move for us. Having a gym was an important part of our office and company culture in the past – and now we’re bringing that back.
That said, we’ve seriously stepped up the quality of the facilities. We’re talking full strength training equipment, cardio machines, a boxing ring, and a spa area complete with sauna and ice baths.
It’s also going to be a space our most loyal app users and friends of the brand can access – not just for training, but also to host events and workshops.”

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