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

Launched in 2006 in Copenhagen, Danish menswear brand NN.07, founded by Victor Lindh and Ulrik Pedersen, is taking on the American market. After opening a store in Soho last year, the sustainable, minimalist, and timeless Danish wardrobe will be coming to a new store 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 how well is it received by the Californian public today?
Anders Rahr: We’ve had a U.S. presence through wholesale for several years, and 2024 marked a more strategic step forward with the opening of our first retail store in Soho, New York. 
California has grown into one of our most engaged regions – both online and through retail partners. There’s a strong appreciation there for well-crafted, versatile pieces. People are really connecting with our timeless – yet expressive – take on menswear, and our focus on everyday wearability.
 
FNW: You have stores in New York, Copenhagen, and London. Are you considering other openings in the U.S.?
A.R: Opening in Soho was a milestone for us. It’s our first physical space in the U.S. – in a city where we’ve experienced a consistent demand. The store gives us a chance to offer the full NN.07 experience: the product, the atmosphere, and the details that define us. 
We’re currently searching for the right location in Los Angeles and are aiming to open there in the second half of 2026. As with all our stores, it will be a thoughtful step, relevant for the city and built for a long-term presence.

FNW: What other developments does the brand have in mind for the American market? 
A.R: The U.S. is a key growth market for us. We have a team on the ground and local warehousing in place to support that growth. Wholesale remains a vital part of our model – we work with around 600 stockists globally – including strong U.S. retailers. However, the number of stockists is secondary to the relationship we have – we grow through partnerships that share our values on brand, quality, and how the consumer is served. We’re also looking with interest at other key cities in the U.S. for future retail opportunities, guided by where we see strong engagement. At the same time, we’re widening our partnerships with some of the country’s leading retailers to deepen our presence.

 
FNW: Your brand will soon celebrate its 20th anniversary. How has it evolved over the last 20 years and how do you explain its current international success?
A.R: NN.07 has always been grounded in timeless design and quality craftsmanship. Over time, we’ve grown – first across Europe and now globally – by staying consistent and building deep relationships with partners and consumers. It all comes from that clarity: we focus on doing a few things really well. Our focus remains on the product – creating the future classics. Garments that hold up, that people come back to, and that speak to a considered way of dressing. 
What’s ahead feels even more exciting than what’s behind.
 
FNW: Other Scandinavian brands are also doing well in California, such as Toteme, Anine Bing, and Ganni. How do you explain this new interest in Scandinavian brands in the American market?
A.R: There’s a growing interest in brands that offer both quality and a clear point of view on timeless design. For us, it’s less about where you come from and more about the mindset you bring. Scandinavian design culture values purpose, restraint, and longevity – and when it comes to us, we have built on that with a design language that feels richer and more globally attuned. That balance seems to resonate in the US. We focus on creating garments that feel personal, adaptable, and made to last – pieces that are meant to be lived in.
 
FNW: Are there any other international developments planned in other markets?
A.R: Yes, and our international approach is a city-by-city thinking. We have just opened dedicated space at Galeries Lafayette in Paris, and Harrods in London. We’re also preparing for further expansion of selective retail and wholesale in key cities across Europe and North America where we already have a loyal following and long-term potential.

FNW: Have you partnered with anyone in particular to accelerate your new developments?
A.R: We’ve been fortunate to build strong partnerships – both with leading retailers and experienced talent. Across markets, we work closely with people who understand both our brand and the local landscape – whether that’s through retail, distribution, or strategic collaborations. In the U.S., we’ve brought on Justin Berkowitz (former men’s fashion director of Bloomingdale’s) as strategic partner to drive our retail expansion. His perspective and background in American menswear are a real asset as we grow.
 
FNW: How do you approach sustainability? Do you still limit production volume?
A.R: For us, responsibility isn’t marketing – it’s a way of working. It guides how we design, what we produce, and the partners we work with. Building a strong brand also means building a better one.
We make garments that are built to last – in both quality and style. That means designing with purpose, reducing waste and carbon impact, moving to plastic-free packaging, and choosing long-term suppliers we trust. We don’t have all the answers, but we stay transparent and committed to progress.