Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Danish womenswear brand Soyaconcept opens London showroom

Danish womenswear brand Soyaconcept has opened a London showroom, as it ramps up its focus on the UK market.



The showroom is situated at 185 Munster Road in Fulham.

Soyaconcept was founded in Sonderborg, south Denmark, in 2002 by friends Torbin Brodersen and Thomas Viller. It specialises in “Scandi chic” separates for women over the age of 25.

The spring 16 collection comprises more than 200 pieces, and wholesale prices range from £5.90 for a T-shirt to £27.90 for a tensel coat.

The brand has more than 2,000 international stockists. So far it has lined up four UK stockists and twoin the Republic of Ireland, which will take their first deliveries in the autumn. These are: Pookie in Barnsley; Vincent & Violet in Farnham; Wootton Village Boutique in Wootton; Heidi Boutique in Northhampton; Shaw department stores in Ireland; and Flaireline Fashions in Dublin.

Kirsten Shueller, UK country manager for Soyaconcept, described the brand’s move into the UK market as “a combination of the right people, the right company position and the right time”. 

She added: ”Retailers felt like they were waiting for something new, and I think the Scandi chic of Soyaconcept could be the next big thing.”

Shueller was formerly UK sales manager for The Masai Clothing Company, womenswear brand of the year at the Drapers Independents Awards 2015.

Of Soyaconcept, she said: “We will mainly be targeting indies, as we feel you get a lot more out of them. They give us more opportunity to grow as a brand in the store.”

Soyaconcept will be showing at Pure London on July 24-26 and Indx later in the summer. It will open a second UK showroom on Manchester’s Ducie Street after Pure.


Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.