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The Copenhagen-based eyewear company MESSYWEEKEND has just released its financial results for 2024, revealing double-digit revenue growth driven by expansion into new markets, the launch of a new sub-brand, and a major strategic shift.

According to Mads Koch Petersen, co-CEO of MESSYWEEKEND, 2024 marked a turning point for the company:

“2024 was a year of transformation where we made deliberate investments in the future of MESSYWEEKEND. Our B2B business is gaining strong momentum, and our expansion into new markets and the launch of Bisou have given us a solid foundation. As a result, we’re closing the year with an 8 million DKK deficit – but already in 2025, we expect to see that reflected positively on the bottom line with a solid profit.”

Co-founders of MESSYWEEKEND: Marc Østerskov & Mads Koch Petersen.

MESSYWEEKEND entered seven new Asian markets in 2024 and opened its first mono-brand stores in the region. In 2025, the Copenhagen-based eyewear company plans to launch a double-digit number of new locations—among them, stores in China, South Korea, and India. At the same time, the company introduced its new reading glasses sub-brand, Bisou, which is already available at more than 50 retail partners and expected to reach over 200 locations in the coming year.

Shifting from a D2C to a B2B-driven business model is already showing clear results. In Denmark, MESSYWEEKEND is firmly positioned through its strong retail partner, Magasin. According to co-CEO Mads Koch Petersen, the company is now focused on scaling what works:

“We’ve moved away from growth based on online performance marketing toward building strong partnerships and real presence. It gives us better volume—and a much more stable foundation.”

And Asia isn’t just an expansion—it’s a strategic test of MESSYWEEKEND’s global potential:

“Asia is a crucial step for us. Many Danish brands try their hand at international markets, but few truly succeed. For us, it’s about believing in our product—and proving that we belong. The past year’s significant effort and investment in Asia show that we’ve earned a place in the global retail landscape,” says Mads Koch Petersen.

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