Danish designer brand Won Hundred has opened its very first flagship store in Copenhagen’s exclusive department store Illum. The company chose to locate its store of almost 100sqm in Illum, because they see great potential in Illum’s plans for Denmark’s most exclusive warehouse that already houses international brands such as Helmut Lang, Burberry, or See by Chloé. Next to designer womenswear, also the brand’s first bag collection, currently being finalised by chief designer, Kelly Konings, will be exclusively sold in the store.

“The opening of the flagship store marks the beginning of a new era, “ comments Nikolaj Nielsen, founder of Won Hundred. “We want to give the consumer an understanding of our identity, and we want to show the entire Won Hundred collection in one place. And, of course, show that we are innovative and evolve with the consumer.”

Won Hundred was founded in 2004 by Nikolaj Nielsen. The brand is now sold in approximately in 14 countries around the world, including Japan and the United States.