In an exciting development for the Danish menswear brand Les Deux, the co-founders, Andreas von der Heide and Kristoffer Haapanen, have chosen Paris’s Marais district for their first store outside Scandinavia. This move is not just about finding a retail location; it symbolizes a critical chapter in their ambition for international growth.

Since its inception in 2011, Les Deux has grown from a simple T-shirt label into a prominent player in the European menswear market, offering a distinctive blend of preppy aesthetics and streetwear sensibilities. Their strategic price positioning has successfully attracted independent retailers and major department stores alike, placing them in a unique niche between brands like Carhartt WIP and fellow Danes Norse Projects.

Currently, Les Deux boasts around 1,000 points of sale globally, mainly concentrated in Europe and North America. The brand has enjoyed uninterrupted revenue growth for 13 consecutive years, nearing €70 million in 2024 and projecting a turnover of €80 million in 2025, fueled in part by the new flagship store in Paris.

“We see France, and Paris in particular, as a gateway to the world,” the founders emphasized during a recent discussion at a charming café on Rue de Poitou. “Paris is home to the most relevant fashion week globally, attracting all key market players. Consequently, it stands as a strategic choice for our international expansion.”

The opening in Paris wasn’t hastily planned; rather, it resulted from meticulous groundwork. The brand enlisted the Parisian agency Ace Showroom to enhance its presence in France, with Éric Obré’s team overseeing the French subsidiary’s commercial operations since 2024.

This local expertise is integral to the firm’s development strategy. “While we know our brand inside out, we needed people who understand the French market,” the founders noted, highlighting a commitment to working with passionate individuals who resonate with their brand’s message.

A presence in department stores

Les Deux is also making strides in department stores both in France and abroad. “Perhaps because we hail from outside the sector, we emphasize ‘sell-through’ rather than mere presence,” Haapanen explained. The brand opts against traditional consignment agreements, preferring to track the savings generated by not dealing with returns and reinvest these resources to enhance in-store sales.

The duo balances this emphasis on sales with financial discipline and a focus on sustainable profitability. Rapid growth led them to open their share capital four years ago to support working capital needs. “In the fashion industry, growth necessitates upfront investment well before customer payments are received,” von der Heide explained.

With the entry of the Swedish investment fund Verdane, which values long-term vision, Les Deux retained majority ownership while allowing growth capital to flow back into the business. Four years later, they find themselves in a position to self-finance ongoing growth while remaining dedicated to disciplined and profitable expansion.

“We’re in this for the long haul,” affirmed Haapanen. “Our goal is to establish a robust brand; we don’t want to experience the boom-and-bust that afflicts many brands in the industry. Our vision centers around solid, responsible growth and nurturing the human elements of our business.”

Looking ahead, the brand plans to be selective about future moves, emphasizing their existing footholds in Europe and North America. As for future store openings, Haapanen has a keen interest in London, while von der Heide is captivated by New York. In the U.S., where Les Deux has reported significant growth, the brand now operates over 90 points of sale.

Asia represents a tantalizing prospect, but the founders remain focused on maximizing potential in Europe and North America first. “We’re not rushing into Asia; we want to ensure our foundations are solid here first,” they commented. Their vision extends to enriching local culture, evidenced by plans to provide a basketball playground in a Paris neighborhood, mirroring initiatives in Copenhagen and New York.

This Paris opening is a foundational step in a broader strategy to establish “outposts” embedded in local culture. The brand is also preparing to launch additional showrooms in Europe, with a London site opening on December 1 and an Amsterdam location on January 1.