Anders Rahr, CEO of Danish brand NN.07, sets out to conquer US market

Launched in 2006 in Copenhagen, Danish menswear brand NN.07, based by Victor Lindh and Ulrik Pedersen, is taking over the American market. After opening a retailer in Soho final yr, the sustainable, minimalist, and timeless Danish wardrobe might be coming to a brand new retailer in Los Angeles in 2026. CEO Anders Rahr explains the brand’s ambitions to FashionNetwork.com.

FashionNetwork: When did the brand enter the U.S. market, and the way nicely is it acquired by the Californian public right now?
Anders Rahr: We’ve had a U.S. presence by wholesale for a number of years, and 2024 marked a extra strategic step ahead with the opening of our first retail retailer in Soho, New York.
California has grown into one of our most engaged areas – each on-line and thru retail companions. There’s a powerful appreciation there for well-crafted, versatile items. People are actually connecting with our timeless – but expressive – tackle menswear, and our give attention to on a regular basis wearability.
FNW: You have shops in New York, Copenhagen, and London. Are you contemplating different openings within the U.S.?
A.R: Opening in Soho was a milestone for us. It’s our first bodily area within the U.S. – in a metropolis the place we’ve skilled a constant demand. The retailer provides us an opportunity to supply the complete NN.07 expertise: the product, the ambiance, and the main points that outline us.
We’re at present trying to find the fitting location in Los Angeles and are aiming to open there within the second half of 2026. As with all our shops, will probably be a considerate step, related for the town and constructed for a long-term presence.

FNW: What different developments does the brand bear in mind for the American market?
A.R: The U.S. is a key development market for us. We have a staff on the bottom and native warehousing in place to assist that development. Wholesale stays an important half of our mannequin – we work with round 600 stockists globally – together with sturdy U.S. retailers. However, the quantity of stockists is secondary to the connection we’ve got – we develop by partnerships that share our values on brand, high quality, and the way the patron is served. We’re additionally trying with curiosity at different key cities within the U.S. for future retail alternatives, guided by the place we see sturdy engagement. At the identical time, we’re widening our partnerships with some of the nation’s main retailers to deepen our presence.

FNW: Your brand will quickly have a good time its twentieth anniversary. How has it advanced over the past 20 years and the way do you clarify its present worldwide success?
A.R: NN.07 has at all times been grounded in timeless design and high quality craftsmanship. Over time, we’ve grown – first throughout Europe and now globally – by staying constant and constructing deep relationships with companions and customers. It all comes from that readability: we give attention to doing just a few issues very well. Our focus stays on the product – creating the long run classics. Garments that maintain up, that folks come again to, and that talk to a thought-about approach of dressing.
What’s forward feels much more thrilling than what’s behind.
FNW: Other Scandinavian manufacturers are additionally doing nicely in California, similar to Toteme, Anine Bing, and Ganni. How do you clarify this new curiosity in Scandinavian manufacturers within the American market?
A.R: There’s a rising curiosity in manufacturers that supply each high quality and a transparent level of view on timeless design. For us, it’s much less about the place you come from and extra concerning the mindset you deliver. Scandinavian design tradition values objective, restraint, and longevity – and when it comes to us, we’ve got constructed on that with a design language that feels richer and extra globally attuned. That steadiness appears to resonate within the US. We give attention to creating clothes that really feel private, adaptable, and made to final – items which are meant to be lived in.
FNW: Are there every other worldwide developments deliberate in different markets?
A.R: Yes, and our worldwide method is a city-by-city considering. We have simply opened devoted area at Galeries Lafayette in Paris, and Harrods in London. We’re additionally making ready for additional growth of selective retail and wholesale in key cities throughout Europe and North America the place we have already got a loyal following and long-term potential.

FNW: Have you partnered with anybody particularly to speed up your new developments?
A.R: We’ve been lucky to construct sturdy partnerships – each with main retailers and skilled expertise. Across markets, we work intently with individuals who perceive each our brand and the native panorama – whether or not that’s by retail, distribution, or strategic collaborations. In the U.S., we’ve introduced on Justin Berkowitz (former males’s vogue director of Bloomingdale’s) as strategic associate to drive our retail growth. His perspective and background in American menswear are an actual asset as we develop.
FNW: How do you method sustainability? Do you continue to restrict manufacturing quantity?
A.R: For us, accountability isn’t advertising and marketing – it’s a approach of working. It guides how we design, what we produce, and the companions we work with. Building a powerful brand additionally means constructing a greater one.
We make clothes which are constructed to final – in each high quality and elegance. That means designing with objective, lowering waste and carbon influence, shifting to plastic-free packaging, and selecting long-term suppliers we belief. We don’t have all of the solutions, however we keep clear and dedicated to progress.