By Malene Birger launches new London concept

Danish fashion label By Malene Birger has reopened its London flagship located on Marylebone High Street with a new store concept in line with the company’s expansion strategy.

The London flagship has undergone a complete renovation to give the store a more “modern feel” that is in line with both the visual language of the brand, known for its feminine contemporary wardrobe classics, as well as push the label forward as part of its expansion strategy.

Designed in collaboration with Milan-based Dimore Studio, the flagship now features the brand’s signature elements and chandelier in the emblematic monochrome colours of the fashion house, featuring many custom-built and handcrafted elements to create a classic take with a modern feel.

The London store is the second By Marlene Birger to undergo a complete renovation with this new concept, following the success of the Copenhagen refit.

By Malene Birger chief executive officer Charlotte Egelund, said: “With an impeccable aesthetic eye and an extreme focus on details, Dimore Studio turned out to be the perfect match for By Malene Birger. The new concept is going to be remarkably different thus still very much in line with the brand’s heritage.

“Our customers are constantly developing, so must By Marlene Birger.”

Designer Malene Birger, previously of Day Birger Mikkelsen, founded By Malene Birger in 2003 in collaboration with IC Group. Birger sold her stake in the company in 2010, it is now run by Egelund and creative director Christina Exsteen. The brand has a presence in more than 42 countries and in 2014 the business achieved a turnover of more than 70 million euros.

Images: By Malene Birger