In English

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

In addition to being the world’s leading pump manufacturer, Danish company Grundfos plays a key role in addressing global water and climate challenges. That commitment is clearly reflected in the company’s new global headquarters, currently under construction in Bjerringbro, Denmark.

Last week, the project was officially introduced under the headline “New Grundfos HQ.” Water is at the heart of Grundfos – and it will also be a defining element of the new headquarters. Here’s a unique look at the vision behind this ambitious development.

The project is designed by the Danish architecture firm AART, which has offices across Scandinavia, employs more than 250 people, and is known for projects such as “Postbyen” in Copenhagen and “Stavanger Universitetssygehus”.

Kjeld Schmidt Christensen, Head of Facility at Grundfos, shares the vision for the new global headquarters, which will remain in Bjerringbro:

“From the very first ideas to build a new headquarters, we have focused on meeting the highest standards of sustainability and work environment. With help from the talented architects at AART, engineers from NIRAS, and our contractor MT Højgaard, we look forward to a headquarters that, beyond being designed to bring us closer together and inspire collaboration, is also state-of-the-art in water and energy consumption.”

Grundfos was born in Bjerringbro — and they don’t forget their roots, even as a global company. That’s why the headquarters stays in town, but with a fresh approach: the project adds recreational elements that enhance local nature and biodiversity while improving employee well-being.

As Grundfos themselves put it:

“Amidst the beautiful landscape, an iconic round wooden building will rise — a new landmark for Grundfos, and a physical embodiment of the company’s values and ambitions; rooted in Bjerringbro and Grundfos’ history, yet forward-looking in its architectural, landscape, and sustainable strategy.”

Anders Tyrrestrup, architect and founding partner at AART, explains:

“Grundfos Global Headquarters will be a prime example of how architecture can actively serve as a catalyst for positive change. We are using architecture strategically to support Grundfos’ development and business strategy. Our long-standing close dialogue with Grundfos has given us deep insight into their mission and vision, providing the best foundation to create optimal physical spaces for Grundfos’ leadership as they work to solve global water and climate challenges.”

Water is integrated into both the building and the landscape. An advanced water strategy ensures rainwater is collected, recirculated, and reused.

Tyrrestrup adds:

“Grundfos Global Headquarters is a project where we have taken a long-term, holistic approach to balancing impact and contribution. This includes building with wood, reforestation and nature restoration, water management, energy consumption, and importantly, focusing on work environment, people, and behavior. We’ve incorporated the latest research on social commissioning, activity-based working, and architecture’s effect on wellbeing, productivity, and creativity.”

Poul Due Jensen, CEO of Grundfos and family member, is planting the first tree on the far right alongside other representatives from the company and the foundation. Photo: Rasmus Reimer Larsen

Nature and sustainability are central to the new Grundfos Global Headquarters. Around 4,000 trees will be planted as part of a large-scale reforestation effort to boost biodiversity and create a recreational environment around the headquarters.

The project also restores historic watercourses and embraces ‘rewilding’ to strengthen the local ecosystem. According to AART, these initiatives significantly reduce the climate footprint while fostering an inspiring work environment close to nature.

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers!
We send out updates once a week.

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

A conversation with Rebecca Steele, Head of Women’s Football at F.C. Copenhagen.

This Sunday marks a historic moment in Danish football. For the first time ever, F.C. Copenhagen’s women’s team will play at Parken Stadium – facing Næstved HG at 4:00 PM. With a likely promotion to the 1st Division, the day will be celebrated as a city-wide football fest.

At the time of writing, attendance is expected to be between 20,000 and 28,000 spectators.

We spoke to Rebecca Steele ahead of this landmark event. It will be a particularly emotional match for her as well. She has led the women’s project from day one – but has decided that this season will be her last. In this interview, she shares her thoughts on the upcoming match – and how it feels to “hand over her child, who’s now grown into a full-blown teenager.”

“It hurts a little – but it also feels completely right.”

Rebecca, how does it feel to “send” the women’s team onto the pitch at Parken for the first time?

“First and foremost, it’s a huge milestone for women’s football in Denmark. It’s set to be the biggest club match ever in terms of public interest. I’m deeply moved on behalf of the players, because I can genuinely feel how much this means to them — they’re living out a dream they’ve always had, but maybe never dared to believe in. It’s incredibly meaningful, and they’re absolutely paving the way for the future.

When I told them, they were completely speechless. You can feel the intensity has gone up in training these past weeks — but always with the collective coming first.

Honestly, I didn’t think we’d be here already in year two. It’s all happened really fast.”

What do you hope the audience takes away from the match in Parken?

“First and foremost, it’ll be a historic moment for Copenhagen. The match kicks off at 16:00, but already from 13:00, we’ll open a big canzone celebration together with Andel.

In many ways, it will be a historic event — and you’ll be able to feel it deep under your skin. I hope the atmosphere will be a bit like the Denmark–Brazil match in Parken, where it was about more than just football.

The difference here is that we’re bringing the whole city together.

I also truly believe the crowd will feel what this means to the players. They’ll be standing in the middle of Parken, stepping into the role of role models for so many young girls and boys. That really matters — not just for them, but for the future.”

What has it taken to get to this point in such a short time?

“Everything. There are so many people I could highlight here — on both the sporting and commercial side. But I want to highlight the players. They’re part of a football giant, and with that comes both pride and pressure. They’ve sacrificed a lot mentally and have truly fought hard.”

What are you most proud of when you look back at the past few years?

“There are so many things to be proud of. But one of the clearest for me is watching the players grow into role models. That we’ve helped build something the next generation can look up to.

From the beginning, we’ve put the collective first, set ambitious goals, and made well-being and a strong football environment a top priority.

For young people especially, being part of something safe and inclusive means everything. I’m truly proud that we’ve created that.”

How have you succeeded in integrating the women’s team into the bigger picture — into the overall FCK identity?

“I’m proud that the women’s team has become a natural part of FCK’s identity. The whole club has started to take ownership of it. People want to hear about it, they want to come and watch — it’s now alive throughout the organization. When I first interviewed for the job, that was one of the most important things for me — that the women’s team wouldn’t just be a side project, but part of the whole. And I think we’ve achieved that.”

What have you learned yourself — as a leader, as a person — from this journey?

“To stay true to my personal values. That’s been one of the most important things for me — and something I’ve seen can really make a difference.
When you put the collective first and give more than you take, that’s when you create results. I’ve learned how far you can go in a strong community, and that’s something I’ll carry with me in whatever I do next.”

What does it feel like to stand on the threshold of something big — while also preparing to step away?

“It feels both right and incredibly difficult. It’s like handing over your child who has now become a teenager.

It hurts a little, but it also feels like the right time to pass the baton. I have no doubt this is the right decision, and I will leave Parken with immense pride.

I never imagined we’d be this far already — both on and off the pitch. We have helped create a movement in the city and for women’s football in general.”

What do you dream for FCK Women five years from now?

“We want to win championships and compete in Europe — of course. But it’s also important to preserve and develop the positive culture.

I firmly believe we have built a winning culture. A culture where players thrive, support grows, and the club remains a movement within the city. The course is set — and I look forward to following the journey ahead.”

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers!
We send out updates once a week.

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

There’s rarely a quiet moment around Danish brand JOE & THE JUICE, which continues to expand with new stores opening across the globe. Most recently, they unveiled “House11” – their vision for the store of the future, launched on home turf in Copenhagen. (Read more here.)

Now, they’re welcoming not just a new ambassador but—perhaps even more notably—a new co-owner. Tennis icon Novak Djokovic has entered into a strategic partnership with JOE & THE JUICE to champion functional health, “one sip at a time.”

And while “strategic partnership” may be an overused phrase in the world of branding, this one has real weight. The tennis legend and Olympic gold medalist isn’t just lending his face to the brand—he’s becoming a co-owner, playing an active role in shaping its future.

Novak Djokovic says:

“I’m proud to announce my new role as Health & Wellness Ambassador for JOE & THE JUICE. Physical and mental health have always been the foundation of my career – both on and off the court. I’ve learned that what you put into your body directly affects what you’re able to achieve.”

Novak continues:

“JOE & THE JUICE shares the same focus on clean ingredients, energy, and balance. I have admired their approach to health and functionality for many years – whether it’s a juice before a match or a mental reset in the middle of the day. Now, I’m excited to help bring that experience to even more people.”

With 24 Grand Slam titles and a record 428 weeks as world number one, Djokovic knows better than anyone what it takes to optimize both body and mind.

And these values deeply resonate with Thomas Nørøxe, CEO of JOE & THE JUICE.

Thomas Nørøxe says:

“We want to make it easier for people to choose healthier options and inspire a more balanced lifestyle. Bringing Novak into the family strengthens that philosophy. He is a global icon for health and authenticity – values deeply rooted in our DNA. This partnership is about growing together and giving even more people the opportunity to elevate their everyday lives.”

Thomas adds that this is a long-term collaboration, and Djokovic will play an active role in brand campaigns and product development. He will also share his expertise in health and performance.

The partnership will be officially launched later this year – and of course, you can follow all the updates here on dontt.dk.

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers!
We send out updates once a week.

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

Danish stylist and designer Veneda Carter, who has made a name for herself internationally from her base in Los Angeles, is now teaming up with Nike’s global powerhouse. Together, they’re unveiling a fresh, stylish take on the Air Max Muse — a women’s sneaker that blends sporty aesthetics with fashion and personality.

Nike says they chose Veneda Carter because of her unique talent for mixing colors, textures, and cultural influences in unexpected ways — creating styles that empower women to express their individuality in bold and original ways.

Here, Veneda shares her thoughts on the collaboration.

Veneda Carter shares:

“The Air Max Muse is exactly the kind of shoe I love to wear. It has this universal appeal that blends a classic, sporty vibe with something feminine and sexy. My goal with the design was for my personality and energy to shine through, so anyone who sees the shoe instantly recognizes it as my style.”

The design is inspired by rainwear and functional outdoor gear.

Veneda continues:

“I love that my version of the Air Max Muse can be styled in so many different ways and express so many moods,” Carter says. “You can wear them all day — whether you’re cruising around the city, heading to a party, dinner, or the gym. The textured lace tips match my jewelry and make the shoe stand out wherever you are, giving it an exclusive, high-end look.”

Nike’s press team tells dontt.dk:

Carter’s bold style perfectly complements the soft, voluminous proportions of the Air Max Muse, whose futuristic shape and prominently sculpted arch are designed to catch the eye — highlighting the iconic Air unit in the heel. This is evident in the first campaign images, shot in her family’s hometown of Warsaw, Poland, featuring Carter wearing her debut colorway.

The Nike x Veneda Carter Air Max Muse will launch at Naked Copenhagen on May 30, globally via venedacarter.com on June 23, and on SNKRS and select retailers from July 17.

We stopped by HOUSE11 — JOE & THE JUICE’s new concept store in the heart of Copenhagen.
The whole adventure started just around the corner, and now a new chapter begins.
Read on and get an exclusive behind-the-scenes look → READ MORE!

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers!
We send out updates once a week.

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

Today, we can reveal that Danish media platform Podimo is making a significant move at the top level of its leadership team. The company has appointed Georgia Brown—most recently a senior executive at Amazon—as its new Global Head of Content.

Brown brings extensive international experience to the role. As former Head of Amazon Studios Europe, she led the launch of several major Prime Video hits, including Clarkson’s Farm, LOL: Last One Laughing, and the All or Nothing franchise. Prior to Amazon, she held senior positions at Fremantle, Shine Group, and BBC Worldwide.

Georgia Brown, Podimo

At Podimo, Georgia Brown will lead the company’s global content strategy, overseeing the development of original formats and IP across podcasts, video, and digital platforms.

“I’m incredibly excited to be joining Podimo at such a pivotal time,” says Georgia Brown. “With Europe’s creator economy expected to grow from $14.3 billion to $112.4 billion by 2034, the future lies at the intersection of traditional entertainment and the dynamic, fast-growing creator landscape. Podimo is uniquely positioned to bridge the gap between host-led formats and IP-driven storytelling.”

Brown has been recognized as one of the “Top 50 Women in Broadcast” and was named the second most influential person globally in the “50 VOD Professionals” list in 2022.

She takes over the role from Sachin Doshi, who will step down as Chief Content Officer in September. He will continue to support Podimo as a strategic advisor and join the company’s board of directors.

Morten Strunge, co-founder and CEO of Podimo, adds:
“Podimo was founded with the ambition to strengthen the relationship between creators and their audiences – and to give them the best possible tools to earn a living from their content. With Georgia leading our global content strategy, backed by a strong tech and product foundation, Podimo has cemented its position as a key player and frontrunner in premium content and platform innovation. A big thank you to Sachin for laying a solid foundation – we look forward to continuing our close collaboration in his new role.”

Morten Strunge, co-founder & CEO i Podimo

We stopped by HOUSE11 — JOE & THE JUICE’s new concept store in the heart of Copenhagen.
The whole adventure started just around the corner, and now a new chapter begins.
Read on and get an exclusive behind-the-scenes look → READ MORE!

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.

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

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.”

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.

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

All Gravy has quickly established a solid foothold in the UK. In just nine months, the Danish tech company has matched the revenue it took them four years to generate in Scandinavia — and the UK now accounts for half of their business.

We’ve followed the journey from the beginning, and in this interview, co-founder Jonatan Marc Rasmussen shares how they landed clients like Dishoom and Ottolenghi, scaled the team without losing their culture — and why the US is next. He also reveals All Gravy’s new AI colleague, already saving HR teams days of work.

Jonatan Marc Rasmussen, Co-founder of All Gravy

Since we last spoke, you had just gained quite a bit of (media) attention in the UK and secured major collaborations with, among others, Ottolenghi and Honest Burgers. What’s the current status of your UK adventure?

“Well, fortunately, it has only gone one way in the UK since our launch – we’ve landed many more clients of the same caliber, such as Wahaca, Dishoom, and White Rabbit Projects.

We went from the UK accounting for about 3% of our revenue last summer to now representing around half of our total revenue.

It’s been exponential growth, where in just nine months in the UK, we matched the revenue it took us four years to generate in Scandinavia.”

What have you particularly succeeded with in the UK?

“It’s a combination of landing the right clients—those everyone else looks up to—while delivering on the product vision we’ve set for them.

At the same time, the UK is an incredibly tech-hungry market, especially when it comes to AI, where the whole industry is currently figuring out how to avoid falling behind given the rapid pace of this new technology.

Luckily, we are well-positioned to help them.”

What’s the next geographic step? Are there any particular markets you’re eyeing now?

“There are still plenty of companies in the UK, so we’re fully focused there – but we’ve also started looking at the next step, with big dreams of entering the US.

It’s a market with huge demand for digital solutions, a massive frontline workforce—and overall, it’s just a huge market.”

De 2 founders af All Gravy: Kristian Lundager (tv) & Jonatan Marc Rasmussen (th)

Herhjemme er der fart på ansættelserne – I har vel hyret omkring 20 nye medarbejdere det seneste år? Hvordan har det været at skalere teamet, og hvordan sikrer I, at jeres kultur følger med?

“Vi er nået til et sjovt sted, hvor vi skal have en blanding af erfarne folk, der kan løfte os, samtidig med at vi ikke taber den gnist og execution power, vi har i teamet.

Vi er heldige at have en stærk tiltrækningskraft – vi fik feks. 500 ansøgninger på en udviklerstilling over en weekend – hvilket også gør, at vi har været i stand til at hente folk på allerhøjeste hylde.

Jeg hørte fra en af vores medarbejdere, at vi er det sted, han nogensinde har interviewet, der har mest fokus på kultur. Og det er bestemt vores følelse, at kulturen, vi har skabt, bliver båret igennem – selv med de mange ansættelser.”

One of your new product features is the “AI colleague.” What does that involve?

“We call it an AI colleague because it’s not just a chatbot or a helpdesk – it’s a team member that employees can ask anything, anytime.

Whether it’s ‘How do I swap a shift?’, ‘What do I do if I forgot to clock out?’ or ‘How do I handle an angry customer?’ — they get immediate answers based on the company’s own procedures and culture.

With our Norwegian client Tusenfryd, we saw that during the first weekend, it answered 280 questions — questions that no longer need to be handled by HR or a manager. That’s equivalent to saving 2-3 days of work.

At the same time, it helps managers in the background by automating repetitive HR tasks and flagging issues that need attention. It constantly learns from what’s happening in the company. Over time, it becomes not just reactive but proactive.

It’s like having a super helpful colleague who learns how your business works — and never takes a day off.”

And even though that’s a big question (an interview in itself): How much does artificial intelligence generally mean to you?

“What I constantly focus on is that this technology is developing exponentially. A year ago, it could write like a 9th grader. Now, it writes like a pretty good professional copywriter. I dare not imagine where the technology will be in 1, 2, or 3 years.

So for us, it’s important that everyone in the company experiments with this every day—figuring out how they can use it in their daily work to become more efficient.

At the same time, it’s essential for us to integrate it into all relevant workflows in our product, because it simply accelerates the product as fast as this technology evolves.”

If we talk again after the summer—what do you hope will be the most important thing that has happened at All Gravy by then?

“Well, I hope that we are at a place where our AI colleague has become everyone’s go-to.

That All Gravy is not just the operational heart of companies through the communication and training platform—but actually solves more and more of the ‘boring’ tasks, so people can spend their time on what really matters!”

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.

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

“I don’t see myself as a Liverpool fan — I see myself as part of the family. And I think that’s how a lot of fans feel too. Liverpool is like one big family. It’s powerful.”

That’s how Danish Liverpool legend Daniel Agger put it, as Liverpool FC opened its first standalone official store in Scandinavia. The location? Copenhagen — now one of just 19 official retail stores worldwide.

Agger spent nine years living in Liverpool, where two of his three children were born — and there’s little doubt among football fans that his connection to the club runs deep. It’s only fitting, then, that he was the one to help open the doors to the new store. We caught up with Daniel at the launch.

You’ll Never Walk Alone, sung by thousands — capturing exactly what Agger means when he talks about the soul of the club.

Daniel, you’ve just officially helped open Liverpool’s first standalone store in Scandinavia. What does it mean to you to still be part of the club?

“More than I probably expected. It honestly makes me really happy. I especially feel it when I travel around the world – no matter which airport I land in, there are always Liverpool fans coming up to say something or have a quick chat. That was actually part of what I tried to ‘escape’ when I retired, but since then, I’ve truly felt just how much Liverpool means to me and my family.”

And what does it mean to you that Liverpool is opening an official store in your own city?

“I think it’s brilliant. When I saw the logo and the pictures outside the store earlier, I could really feel it – it brought back so many good memories. But more than that, it shows just how massive the fanbase is. I think that’s impressive.”

Daniel Agger med sin tidligere holdkammerat, som han fremhævede som en af de bedste!

It’s a big question, but what values or words would you use to describe Liverpool FC?

“One of the biggest things I took with me from the city in general is the way people genuinely celebrate each other’s success. And I think that really reflects the spirit of the club too. It might sound a bit cliché, but in Liverpool, people are truly happy on behalf of others. That really struck me when we lived there.

Of course, I know people speak to me because of certain things. But in Liverpool, and with all the local friends I made – everyone talks to each other the same way, no matter who you are. People open their arms, they work hard, and they treat you with respect. Those are also the values you want to see in a football club.”

How much of a presence does the club have in your life when you live in Liverpool? Can you feel the history when you play for the team?

“Absolutely. You never doubt that you’re a small part of something much bigger – something you have to contribute to. It becomes even clearer when you travel with the team. I’ve been around the world with Liverpool, and it’s surreal. The support is massive.”

What does winning the league title mean to the city?

“A club with that kind of proud tradition is always hungry for trophies – that’s just how it is. But what really stands out is that even during periods with fewer titles, the fan base has remained just as strong, and the feeling of being a Liverpool player hasn’t changed. That’s what’s truly impressive.”

What role does Liverpool still play in your daily life?

“What stays with me the most are the people and the fans I meet along the way. It happens every day – and from people of all ages.”

The timing of the store couldn’t be better. Liverpool have just secured their 20th league title. Daniel Agger also shared that he’ll be at Anfield for the final game of the season against Crystal Palace.

Liverpool is the most followed Premier League team in Scandinavia, with over two million fans, a total TV audience of 22.9 million during the 2023/24 season, and four official supporters’ clubs – all from Scandinavia alone.

The store is located in Jorcks Passage in the heart of Copenhagen.

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.

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

“For H&M, Copenhagen is an important city. It is a city known for its visionary style, with a strong focus on sustainability – which makes Copenhagen the perfect place for our Pre-Loved initiative.”

This is according to Sofia Mahlen, Project Manager for New Development, H&M Group, in connection with H&M’s launch of an exclusive second-hand concept in Denmark.

From May 15th, customers shopping at H&M’s flagship store at Amagertorv in Copenhagen will also be able to shop carefully selected second-hand items, curated specifically for the Copenhagen audience.

This happens as part of the launch of the circular initiative H&M Pre-Loved, which will now be a permanent part of the store.

In short, H&M Pre-Loved is a second-hand concept where H&M’s design team selects pre-owned items in collaboration with partners such as Sellpy. The selection consists of unique finds and past designer collaborations, H&M Group brands, as well as popular high-fashion labels. Every single second-hand item in Copenhagen is handpicked.

Karen O’Rourke from H&M Nordics continues:

“We are incredibly excited to finally launch Pre-Loved in Copenhagen. As part of our flagship store, it is a strong example of how our products and customer needs help shape the new store experience. With this initiative, we offer an integrated shopping experience that makes it easier to embrace second-hand fashion while expressing personal style. It’s no coincidence that Copenhagen is one of the first cities in the Nordics where you can find this specially curated second-hand universe.”

Sofia Mahlen adds:

“For H&M, Copenhagen is an important city – as one of the Nordics’ ‘fashion capitals.’ It’s a city known for its visionary style, with a strong focus on sustainability – which makes Copenhagen the perfect place for our Pre-Loved initiative. We’re very excited to bring this concept to Copenhagen’s fashion-conscious community, where second-hand is already a natural part of many people’s wardrobes. We believe our carefully selected range of both classics and unique items will appeal to our customers who want to express their unique style.”

Sofia Mahlen continues, “2024 was the first year that H&M Group measured and reported resale as a share of revenue in their Sustainability Report.”

She continues:

“The share in 2024 was 0.6%, and while this may seem like a small number, it already represents a doubling compared to 2022. We therefore see a huge potential in resale and aim to increase this share in the coming years.”

Marcus Hartmann, Regional Head of Sustainability at H&M, adds:

“Second-hand is one of the fastest growing business areas in the fashion industry and opens up for more sustainable, modern, and personal customer experiences. At H&M, we are actively working to scale initiatives that give our customers access to circular fashion – through reselling, second-hand, re-design, and repair services. By extending the lifespan of clothing, we contribute to reducing our environmental impact and fulfilling our goal of a more responsible and long-lasting fashion industry.”

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.

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

Today, we can reveal that the Danish JOE & THE JUICE continues its impressive growth. In short, their financial report shows a new revenue record, a three-figure million profit on the bottom line, and positive equity.

Digging deeper into the numbers, revenue has risen to DKK 2.8 billion – a 17% increase compared to 2023. The chain expanded its global store count by 9%, and for the second year in a row, it posts a positive result. This year, it amounts to DKK 171.5 million, while EBITDA rises significantly to DKK 560 million.

Thomas Nørøxe, CEO of JOE & THE JUICE, states:

“The numbers speak for themselves: JOE has never been stronger – but in reality, we’ve only just begun. We are really succeeding with our strategy to drive JOE & THE JUICE toward robust and profitable growth. In a time when global uncertainty and inflation have pressured consumer spending, I’m extremely pleased that we continue to attract customers to our stores and that we are still developing, growing, and adapting to a constantly changing market. I’m very satisfied and proud of this.”

The numbers also show continued growth in digital sales, which now account for a record-high 33% of the business.

Thomas Nørøxe, CEO of Joe & The Juice, continues:

“The core of JOE & THE JUICE’s success is our fantastic and dedicated employees. Our skilled juicers and competent bar managers have been key in driving the strong revenue growth, each day serving as the vital representatives of the unique culture that the JOE brand stands for. Our impressive results are also a clear reflection of the dedication they put into delivering high-quality food, coffee, and juice, as well as building strong relationships with both loyal and new customers.”

JOE & THE JUICE expects continued significant growth in the coming years. The private equity firm General Atlantic, which became the majority owner of JOE & THE JUICE at the end of 2023, plays an important role as an active owner in the company’s expected continued success. Regarding future ambitions, the CEO says:

“Our ambitions for the future are sky-high, and in my opinion, there is no doubt: JOE & THE JUICE is entering a new era with a successful turnaround. We’re not letting up; we’re focusing on our strategy, which, according to plan, will take us to 1,000 stores within the next 3-4 years,” concludes Thomas Nørøxe.

By the end of the fiscal year, Joe & The Juice had 397 stores in 20 countries globally.

The chain operates 324 stores in Europe and the USA. Additionally, 73 stores – primarily in Asia – are run by franchisees.

Globally, the company employs over 4,100 people.

Revenue increased by approximately 412 million DKK, from 2.4 billion in 2023 to 2.8 billion in 2024 – a 17 percent rise.

EBITDA increased from 498 million in 2023 to 560 million in 2024. The EBITDA margin for 2024 was 20 percent.

The net profit of 143.3 million DKK is a significant improvement compared to the 2023 result of -107.8 million.

Digital sales accounted for 33 percent of total sales in 2024.

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.