Les Deux Opens First Standalone Store in Paris Cementing Global Ambitions

Danish ready-to-wear label Les Deux has significantly strengthened its foothold in Paris, culminating in the recent opening of its first standalone store outside Scandinavia. For several seasons, the brand had already cultivated a strong presence in the French capital through its concession at Galeries Lafayette's menswear store. Premium fashion consumers in Paris have shown a clear appreciation for Les Deux's distinctive style, which masterfully blends street-casual aesthetics with preppy inspiration. Their collections feature a versatile range of apparel, from formal jackets, fine knitwear, and shirts to more relaxed items like oversized t-shirts and hoodies. Characterized by a minimalist Scandinavian sensibility, high-quality craftsmanship, and accessible price points, Les Deux has enjoyed robust growth across both Europe and North America since its inception in 2011 by founders Andreas von der Heide and Kristoffer Haapanen.

Riding this wave of success, Les Deux officially inaugurated its new 85-square-metre Parisian flagship on October 30th. Strategically located at 32 rue de Poitou in the vibrant and competitive Haut Marais district, the store offers a unique shopping experience. Its interiors evoke a cozy, inviting atmosphere, drawing inspiration from the sophisticated codes of the US East Coast's Ivy League, a theme Les Deux openly embraces. The founders curated an interior design that cleverly integrates varsity, vintage, and sporting memorabilia, exemplified by a striking basketball hoop, net, and backboard affixed to dark wood wall panelling. Formal shirts, t-shirts, and luxurious, logo-emblazoned organic cotton sweatshirts are elegantly displayed on brass hanging rails, while the fitting rooms, discreetly concealed behind forest green curtains, feature industrial-chic steel racks and plush carpets adorned with Les Deux’s signature pine green, cream, and maroon patterns. To mark this significant Parisian debut, the label has also designed an exclusive series of products available only at this location.

The strategic decision to launch its international retail expansion in Paris, ahead of London, serves as a meaningful nod to the brand's French name, "Les Deux," which was adopted nearly 15 years ago. The name's origin lies in the unusual partnership that sparked the project: Andreas von der Heide, an upper-class Dane, initially teamed up with Virgil Nicholas Mwepele, a French-speaking son of political refugees from the Congo who grew up in Copenhagen's suburbs. Kristoffer Haapanen later joined the venture. "Les Deux," meaning "the two," symbolizes the profound duality embedded in their respective life journeys, cultures, and stylistic influences—a blend that remains a core tenet of the Les Deux brand ethos. The label famously began its journey by embroidering military crests onto 500 white t-shirts.

Les Deux has effectively cultivated a burgeoning global community around its distinct international, urban, and inclusive fashion philosophy. This success is quantitatively reflected in its impressive financial performance, posting a double-digit revenue increase in 2024 to over €65 million, alongside an EBITDA exceeding €8 million. In 2021, the brand unveiled its new Copenhagen headquarters, an expansive facility that includes amenities such as a basketball court, gym, and meditation space, underscoring its commitment to growth and employee well-being. Beyond its Parisian flagship, Les Deux is actively extending its reach, having established offices in London and Amsterdam to spearhead direct retail expansion across the UK and the Netherlands. The brand boasts a formidable global presence, available through more than 1,000 retailers worldwide, including esteemed department stores like Bloomingdale’s, Nordstrom, Selfridges, KaDeWe, De Bijenkorf, Galeries Lafayette, and La Rinascente. In France alone, Les Deux enjoys a robust presence in over 100 multi-brand retailers, including prominent names such as Lothaire, Reboul, Citadium, and Le Printemps, in addition to its long-standing partnership with Galeries Lafayette.