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A conversation with Anders Rahr, CEO of NN07

The last time we wrote about Copenhagen-based NN07, the brand had just released its 2024 financial results — double-digit growth on both top and bottom lines, and a strong start to 2025.

But what’s really behind the numbers? According to CEO Anders Rahr, they’re the result of years of focused work: an international strategy, strong partnerships, and an uncompromising commitment to the product.

During Copenhagen Fashion Week, we sat down with Anders at NN07’s store on Gammel Kongevej. The conversation touched on retail, global expansion — and why Copenhagen remains a key city in it all.

Anders Rahr, CEO of NN.07

Anders, let’s start with physical retail – since we’re sitting in one. Over the past year, you’ve opened stores in both New York and London – and now here on Gammel Kongevej. What role do physical stores play for NN.07 as a brand?

“For us, physical retail plays a key role. It’s a powerful brand driver and a way to deepen the story we want to tell about NN.07. It’s emotional, it’s tactile – you can actually step into the universe.
But we’ve also learned that retail and e-commerce go hand in hand. You need to connect with the brand – not just a channel. That puts high demands on our culture, on us as a team, and on what I call our local heroes – our franchise partners around the world.”

Do you have more physical stores on the way?

“In the long run? Absolutely. But when we enter a city, we do it properly. Our presence in London and New York has shown that we belong in the major metropolises. It’s not about opening the most stores – it’s about opening the right ones.”

There’s been a Scandinavian fashion wave for quite some time, with many brands leaning heavily into it. Is that something you use in your stores?

“It’s kind of in our name that we’re less interested in people’s passports and more in their journey. Our retail concept is designed with a global mindset. We’re working with a Dutch architect, so the Scandinavian angle isn’t front and center – although you can definitely sense it in the choice of materials and the minimalism.”

And now we’re sitting here on Gammel Kongevej, where you’ve opened your latest store. Why this location?

“Gammel Kongevej is a wonderful neighborhood. It has evolved a lot, but it has always been relevant. People here care about craftsmanship and quality – not necessarily fast trends. That aligns well with who we are.
There’s also a strong local identity and a curious customer who understands what we’re trying to do as a brand. It gives us the opportunity to show the full NN.07 universe – and to stay close to some of our most engaged customers.”

Has your online business grown in parallel with your retail expansion? How do you balance the two channels?

“Absolutely. It remains a core part of our business — both our own webshop and our strong online partners. They give us incredible reach and are a key part of our long-term strategy. We now work with fewer online retailers than before, but they’re stronger than ever. That’s a very deliberate choice.
Our ambition isn’t just to be present across multiple channels — it’s to create one cohesive brand experience. Whether you meet us on a screen in Seoul or in a store in Copenhagen, it should feel like NN07.”

You’ve now been at the helm for four years. What keeps you driven?

“Building a global brand with a strong culture, together with the most dedicated and talented team — that’s what drives me every day. It’s a privilege, and it feels like a once-in-a-lifetime project.
We’ve spent years laying the foundation, and now things are really starting to accelerate.
The best part? We’re still just getting started.”

Finally — here we are during Copenhagen Fashion Week. What role does the city play for NN.07?

“Copenhagen is more than just our home — it’s a creative metropolis that the world is watching.
Copenhagen Fashion Week means a lot to us. We’re hosting an event later today (Wednesday — see more here), and it’s been busy days in our showroom. It’s always great to bring together our partners and friends here in the city. It truly matters to us.”

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