Danish fashion and lifestyle brand Wood Wood is opening a head office and a permanent showroom in London as part of a drive to increase its presence in the British fashion market.
The wholesale showroom on Baches Street in London’s Hoxton, which opens tomorrow [June 28], will be by appointment only. It is the first permanent showroom for the label outside of Denmark, although pop-up events have previously been held in Hoxton to raise its profile.
As part of the move, Christian Jensen has been appointed as UK sales manager.
Co-founder and creative director Karl-Oskar Olsen said: “The British market is at the forefront when it comes to creativity and fashion, and the market has shown a great demand for Scandinavian design. The street culture and style in the UK are perfect matches for our contemporary streetwear”.
The Copenhagen-based brand is currently sold in 35 UK stores, including Liberty. It also operates retail stores in the Danish cities of Copenhagen and Aarhus, as well as Berlin in Germany and Vienna in Austria. It wholesales to retailers globally including in the US, Canada and South Korea, and has appointed sales managers in Germany and the Benelux region where it hopes to boost its presence.