By Malene Birger takes UK operations in-house

By

Anaïs Lerévérend

Published
Feb 9, 2015

Danish footwear brand By Malene Birger is aiming to consolidate its presence in the UK. On January 1, the premium brand, owned by IC Companys, took direct control of its distribution, while also opening a directly operated showroom just above its London store on Marylebone Street.

Until now, By Malene Birger was represented in the UK by the Inexcess Fashion brand agency. In putting together its own organization in London, the brand intends to better serve its UK customers as well as those abroad.

The London office will also serve as a foothold for new developments abroad, including wholesale export—a priority for the Danish label, which expects the showroom to create new international connections. To date, the brand has thirty monobrand stores worldwide, the last of which was opened in Hong Kong, as well and a thousand multibrand points of sale.