Last Friday (November 21), Danish fashion brand Minimum opened a 550 sqm store in its hometown Aarhus.
The brand’s so-called “showroom store” offers the current Minimum collection for men and women plus a selection of shoes, accessories, books and other products by more than 40 external brands such as Asics, Shoeshibar, Gestalten, Lomography, AIAIAI, Urbanears, Monocle etc.
There is also a food area, changing pop-up shos and a shop-in-shop hosting Minimum's collaboration with Danish band Dúné. In the basement of the store you will find a gallery hosting varying exhibitions, commencing with the Aarhus artist Kristian Bruun Djurhuus, aka Mormor.

“The time has come to do away with the traditional ways of thinking between industry and product,” said Minimum director Peter Tang, who sees the spacious location on Aarhus’ main street as a “unique opportunity to brand Minimum and to communicate across both end-consumers and business partners at home and abroad.”

Minimum’s first own street store could mark the beginning of a retail expansion: “Minimum is a wholesaler and the plan is not to run a chain in competition with our customers, but we need to test our concept and retail ideas on our ‘own body’. […] Especially customers abroad have long sought a Minimum franchise concept, as a natural evolution of our cooperation. Therefore, we will use our new showroom store to test and develop a future franchise concept,” said Tang.

The concept store also houses a variety of books and non-fashion product
The concept store also houses a variety of books and non-fashion product