Grenson<\/a> and, coming later this year, Clarks.<\/p>\n\n\t\u201cI think men in general want to dress better without being overdressed,\u201d he said.<\/p>\n
\n\tRahr also credited the \u201crestraint\u201d inherent in Scandinavian design, plus a strong price-value proposition for its \u201celevated wardrobe essentials,\u201d or what Rahr likes to call \u201cfuture classics.\u201d<\/p>\n
\n\tFor example, Aden pants retail for $195, Pima cotton T-shirts for $90 and a zippered shirt jacket for $420.<\/p>\n
\n\t\u201cI think we offer a very high-quality, premium product at an accessible level, and I think that combination matters a lot,\u201d he said. \u201cWe also talk a lot about consistency \u2014 in the way that we deliver the product, the quality, the fit, the way that we show up and how we communicate. I think that consistency keeps people coming back.<\/p>\n
\n\t\u201cI think it\u2019s more about quality and function, and that makes everyday dressing easier,\u201d he added.<\/p>\n
\t\t\t\t\t\t![\"\"](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
<\/p>\n
\t\t\t\t\tLooks from NN.07\u2019s pre-fall 2026 collection.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of NN.07<\/p>\n
\n\tAt present, NN.07 operates freestanding stores in New York City; London; Antwerp, Belgium; Maastricht, Netherlands; Copenhagen; Frederiksberg, and Stockholm and Gothenburg, Sweden. Its boutiques blend Brutalist elements like concrete and stainless steel with touches of nature: plywood shelves here; a potted tree or a colorful boulder there.<\/p>\n
\n\tWholesale accounts for 70 percent of revenues and Rahr said specialty stores will always be an important part of the mix. \u201cThey\u2019re key to building our credibility,\u201d he said, describing a \u201ccity-by-city\u201d approach.<\/p>\n
\n\t\u201cWe are scaling globally, but we do it on our own terms,\u201d he said.<\/p>\n
\n\tNN.07 ships to about 600 retailers worldwide including Harrods, End Clothing and Liberty in the U.K.; Le Bon March\u00e9 and Merci in Paris, and Bloomingdale\u2019s, Nordstrom and American Rag in the U.S.<\/p>\n
\n\tThere are no plans to open any \u201cmajor brand spaces\u201d this year, though Rahr rattled off a host of cities its eyeing for the future, including Chicago, San Francisco or Los Angeles in the U.S. and Paris, Amsterdam and Munich in Europe.<\/p>\n
\n\t\u201cWe always look at, where do we already have some traction and where do we believe that we can build a local anchor for the brand,\u201d he explained.<\/p>\n
\n\tNN.07 already exports about 80 percent of its production, with the U.S. its number-one market, followed by Europe.<\/p>\n
\n\tNN.07 is owned by Swedish investment companies Litorina, which holds a majority, and Fidelio Capital, and Rahr said the company can self-fund its expansion without taking on additional investors.<\/p>\n
\n\t\u201cWe want to double down on our hero products; double down on everything that already works,\u201d he said. \u201cThere is really an opportunity to go deeper in all markets.\u201d<\/p>\n
\t\t\t\t\t\t<\/p>\n
\t\t\t\t\tNN.07\u2019s boutique in Frederiksberg, Denmark<\/a>.<\/p>\n\t\t\t\t\t\t\t\t\tArmin Tehrani\/Courtesy of NN.07<\/p>\n","protected":false},"excerpt":{"rendered":"Not many fashion brands can crow about double-digit momentum these days, but Danish menswear firm NN.07 can. The…\n","protected":false},"author":2,"featured_media":74903,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[27,26,40237],"class_list":{"0":"post-74902","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-denmark","8":"tag-danmark","9":"tag-denmark","10":"tag-mens"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116520329445015072","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/74902","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=74902"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/74902\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/74903"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=74902"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=74902"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=74902"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}