Danish Brand Les Deux Opens Paris Flagship Signaling Ambitious Global Expansion

Danish menswear brand Les Deux has marked a significant milestone in its international expansion with the opening of its first store outside Scandinavia, strategically located in the Parisian Marais. For co-founders Andreas von der Heide and Kristoffer Haapanen, who launched the label in 2011, this move represents more than just a new retail space; it's a pivotal step in their ambitious yet tightly managed development plan, underscoring a deep commitment to local market integration.

Over the past decade, Les Deux has evolved dramatically from a simple T-shirt label into a key player in the European menswear scene. It now offers a premium collection that expertly blends preppy influences with elegant streetwear. A crucial factor in its widespread appeal to independent retailers and department stores alike is its compelling price positioning, situating the brand competitively between labels such as Carhartt WIP and fellow Danish brand Norse Projects.

Today, Les Deux boasts approximately 1,000 points of sale worldwide, predominantly across Europe and North America. The brand has enjoyed an impressive thirteen years of uninterrupted revenue growth, nearing €70 million in 2024, with projections for €80 million in 2025. This acceleration is expected to be significantly bolstered by the impact of its new Paris flagship store.

The choice of Paris was a highly strategic one for the founders. They view "France, and Paris in particular, as a gateway to the world," highlighting its status as the most relevant fashion week globally and a magnet for all key market players. This makes Paris a crucial launchpad for the international expansion Les Deux aims to achieve.

This expansion into France was not an impulsive decision but the culmination of patient groundwork. Les Deux initially partnered with Paris agency Ace Showroom to establish its presence, and since 2024, a dedicated team led by Éric Obré has overseen the commercial operations of its French subsidiary. The Danish founders emphasize that this model, which prioritizes deep local insight, is fundamental to their development, acknowledging their expertise in Les Deux but their need for passionate local partners who understand and can convey their message. This approach is proving successful, with the brand now counting over 100 retailers in France and continuing to grow.

Les Deux is also making significant inroads into department stores, both in France and internationally. Co-founder Kristoffer Haapanen highlights their unique approach, which emphasizes "sell-through" above mere presence. Unlike many brands, Les Deux avoids consignment agreements and return rights, instead tracking the money saved from not liquidating unsold products via off-price channels and reinvesting it directly into strengthening in-store sales drivers. This financially disciplined strategy focuses on profitability and sustainable partnerships.

The company's rapid growth initially necessitated opening up its share capital to support working capital needs. In 2020, Les Deux brought in Swedish investment fund Verdane, which took a minority stake with a long-term vision, while management retained the majority. Four years on, the co-founders are proud to self-finance their growth, committed to disciplined, profitable expansion. Haapanen articulates their philosophy: building a strong brand on sound values, focusing on "people's business," and prioritizing long-term viability over short-term gains, even turning down a nearly €6 million order that could have jeopardized the company's future.

With this long-term vision in mind, Les Deux intends to be selective about its next moves, anchoring itself firmly in its key markets of Europe and North America. While Haapanen eyes London for future stores and von der Heide is drawn to New York, where the brand already reports strong growth with over 90 points of sale, Asia remains a more distant prospect. The founders prefer to fully tap into the vast potential in Europe and America, stating they are "in no hurry" for China or the Far East. Beyond commercial expansion, Les Deux also focuses on community integration, aiming to provide basketball playgrounds in Paris neighborhoods, mirroring initiatives in Copenhagen and New York, as part of a global strategy to create "outposts" rooted in local culture.

Further solidifying its European footprint, Les Deux is preparing to open new showrooms, with a London site launching on December 1st and an Amsterdam opening slated for January 1st.