Birger Christensen Collective Bets Big on REMAIN's Global Potential

Copenhagen is making waves in the global fashion industry. At Copenhagen Fashion Week on August 6, Birger Christensen wowed the audience with its second show of REMAIN since the brand's reboot under creative director Martin Asbj?rn , who closed his own label in 2022.

Following an impressive debut last season which brought in 15 new retailers, this show solidified Remain’s new direction. The brand’s trademark leather and tailoring took a sheer spin set against a no-nonsense background of white drapery and a narrow runway. And with the success of its partywear label ROTATE and the absence of major Scandi brand GANNI at this season's event, Remain has perfectly seized the spotlight and gained ground.

According to the report, Danish fashion exports have seen substantial growth, increasing by 84% over the last decade and now account for 5% of the total export of Danish goods.?

Launched in 2019 as an affordable luxury brand, born from CEO Denise Christensen’s idea of modern sophistication, it seeks to be a clear-cut voice in a world of noise. The brand offers timeless pieces designed for everyday wear. It ranges from €150 for a T-shirt to €1,350 for a coat. While Rotate is all about partywear, Remain focuses on classic, casual pieces perfect for a workplace vixen.

Christensen who led Remain before handing over to Martin Asbj?rn, started with just five looks per season in three colors but soon realized the need to expand.

"Remain got bigger, and I needed someone to take over and strengthen the business," she says.

The Birger Christensen Collective with a history of over 150 years transitioned from a standalone brand to a luxury department store featuring 香奈儿 , 迪奥 , and Hermès . From 2018-2019, Christensen shifted the focus from foreign luxury to creating Remain and Rotate as the group’s proprietary brands, now the only ones in the collective.?

Asbj?rn has already started expanding with new categories like tanks and T-shirts to create a complete wardrobe for consumers. He’s also introducing a new handbag style for SS25.?

As the only affordable luxury fashion group in Scandinavia, if Remain reaches the planned scale, it will be a real force in the region following the success of Rotate.

Well, we're eager to see how Martin’s creativity will further enhance Remain’s foundation, what are your thoughts on this?