DENMARK. Danish fashion company DAY ET has expanded its boutique in Copenhagen Airport, reinforcing its commitment to the travel retail channel. DAY ET extended its 30sq m free standing store, first opened in 2015, into a 50sq m unit offering its wide range of bags, hats, scarves and travel accessories.
DAY ET’s new space is located next to H&M, ETON and LEGO in a shopping zone that represents high footfall in Copenhagen Airport, the company said.
DAY ET, which is represented in the travel retail channel by business development agency Blue, has ambitions to open more travel retail locations internationally. The company has partnered with Gebr Heinemann in Europe and with ferry operators DFDS, Scandlines and Color Line in the Nordic region.
Travel retail agency Blue is showcasing DAY ET among other clients at the upcoming Virtual Travel Retail Expo 2021, where it is a Silver Partner.
“We are very relevant to the travel retail market because we have always designed our products for life on the move,” commented DAY ET Co-CEO Tine Raahauge. “We have deep consumer insights from our domestic market shoppers, which has allowed us to focus on lines that target travelling consumers even better, as we have shown in our airport points-of-sale.
“DAY ET generates high turnover on a small footprint, and sits in a pricing sweet spot, with very few returns from customers. These factors, as well as our attractive designs, make us an easy choice for retailers.”
DAY ET was founded in 2014 at Danish fashion house Day Birger et Mikkelsen. The brand offers functional, eco-friendly bags with a Danish design sensibility. The Gweneth Collection quickly became its hero range and in 2018, DAY ET separated from Day Birger et Mikkelsen to become an independent company.
In 2020, one-third of DAY ET’s bags were made from 100% certified recycled fabrics. The company plans to scale this up to 70% by 2022, with the end-goal of producing its entire range with 100% recycled materials.
DAY ET Co-CEO Therese Niko Busch commented, “We have a sound proposition and as traffic numbers rise, our store will be highly visible when walking through the airport. Our bestselling Gweneth line has particular appeal to travellers.”
According to Blue partner Thomas Kaneko Henningsen, DAY ET is committed to travel retail and believes that it is a strong avenue for growth. He said: “DAY ET continued to operate its Copenhagen Airport store throughout Covid-19, despite the critical fall in travellers. On top, DAY ET has a successful Northern European wholesale business with Heinemann, Color Line, DFDS and Scandlines.
“All of this speaks volumes about the DAY ET’s team spirit, product desirability and the brand’s travel retail potential as a retailer and wholesaler. It is a solid platform to grow from. It is a privilege to be leading the DAY ET’s travel retail expansion.”
“What fuels DAY ET’s travel retail success is the brand’s ability to merge sustainable production, iconic Scandinavian design and retail price points starting at only €24,” added Blue Partner Jens Bonde-Poulsen.
“This sweet spot is a white space within fashion and accessories, allowing travellers to shop green at highly affordable prices while accessing Scandinavian designs. We are committed to helping green concepts succeed in travel retail. Today’s travellers expect a wider range of green concepts as seen online and in domestic markets.”
Note: The Moodie Davitt Report, in association with multi-category luxury goods company Victorinox, has launched a monthly eNewsletter series that offers a curated selection of stories focused on the lifestyle theme and associated categories in travel retail and beyond.
As with all Moodie Davitt Report media, Lifestyle Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
