Read on FashionNetwork.comLes Deux's Paris Flagship Marks Strategic International Expansion Milestone
Danish menswear brand Les Deux has reached a pivotal moment in its international growth strategy with the opening of its first Paris flagship store in the Marais district. Founded in 2011 by Andreas von der Heide and Kristoffer Haapanen, the brand has evolved from a simple T-shirt label into a significant European menswear player with projected 2025 revenues of €80 million. The Paris location serves as both a retail presence and strategic gateway to global markets, reflecting the company's disciplined approach to profitable expansion that has delivered thirteen consecutive years of revenue growth.
The opening of Les Deux's first Paris flagship store represents a strategic milestone in the Danish menswear brand's carefully managed international expansion. Located in the prestigious Marais district, this move marks the brand's first retail presence outside Scandinavia and signals a new phase in its global ambitions.
From T-Shirts to European Menswear Leader
Founded in 2011 by Andreas von der Heide and Kristoffer Haapanen, Les Deux has transformed from a basic T-shirt label into a prominent player in European menswear. The brand's premium offering combines preppy influences with elegant streetwear, positioning itself between established labels like Carhartt WIP and fellow Danish brand Norse Projects. This compelling price positioning has attracted both independent retailers and major department stores across its global network of approximately 1,000 points of sale.
Strategic Paris Expansion
The choice of Paris for Les Deux's first international flagship was anything but impulsive. According to the founders, Paris serves as "a gateway to the world" and represents the most relevant fashion week globally, where all key market players converge. The brand meticulously prepared for this expansion by first establishing a presence through Paris agency Ace Showroom, which has overseen the brand's French subsidiary commercial operations since 2024.
Disciplined Growth and Financial Strategy
Les Deux's expansion follows a pattern of disciplined, profitable growth that has delivered thirteen consecutive years of revenue growth. After approaching €70 million in 2024, the brand expects to reach €80 million in turnover for 2025. The company's financial strategy includes selective capital investment—in 2020, they brought in Swedish investment fund Verdane for a minority stake to support working capital needs while management retained majority control.
The founders emphasize their commitment to long-term viability over rapid expansion, having even turned down a €6 million order that could have jeopardized the company's stability. Their approach focuses on building a strong brand with sound values rather than pursuing explosive growth that might prove unsustainable.
Future Expansion Plans
Looking ahead, Les Deux plans to anchor itself firmly in its key markets of Europe and North America. The brand already counts over 90 points of sale in the United States and continues to report strong growth there. Future retail expansion targets include London and New York, with new showrooms planned in London from December 1 and Amsterdam opening January 1.
More than just commercial assets, these international locations form part of a global strategy to create "outposts" rooted in local culture. The brand has demonstrated this commitment through community initiatives like providing basketball playgrounds in Copenhagen and New York, with similar plans underway for Paris neighborhoods.
