What went down at the opening of the new Les Deux store in Paris We discussed the secret of its success with the brand's co-founder, Andreas von der Heide

Last Thursday, the Danish menswear brand Les Deux opened its first flagship store outside Scandinavia, in Paris, choosing the vibrant Le Marais district as the ideal location for this European expansion. Located at 32 rue de Poitou in the third arrondissement, the 85 square meter space represents a landmark for the brand, which since 2011 elegantly blends preppy elements with sporty influences, capturing the essence of a contemporary and accessible style.

The opening comes at a time of consolidation for Les Deux in France, where the brand, practically unknown just four years ago, is now present in major department stores such as Galeries Lafayette, Citadium, and Printemps. This step marks the natural evolution of a strategy that prioritizes solid partnerships with retailers, integrating them with direct retail presences to strengthen ties with the local community. The store, designed to reflect the brand's identity, combines refined walnut finishes with a custom Persian rug and details inspired by old locker rooms, evoking a dynamic and welcoming energy. At the center of the scene, a hand-painted basketball hoop and an artistic panel pay homage to the brand's "Home Court" project, a charitable initiative that saw the renovation of a basketball court donated to the city of Copenhagen this year through the Les Deux Legacy platform.

The launch event attracted an audience of enthusiasts, curious onlookers, and brand community members, with live music and drinks, as well as limited-edition pieces available exclusively on-site. Outside, a vintage car loaded with basketballs symbolized the brand's playful welcome to the Parisian neighborhood, turning the inauguration into a shared festive moment. The Winter 2025 collection, debuting right here, features textured outerwear, relaxed tailoring, and pieces influenced by classic sportswear, inviting visitors to immerse themselves in the Les Deux universe.

Andreas von der Heide, co-founder of Les Deux, shared more intimate thoughts on the expansion during a recent interview, emphasizing Paris's role as a launchpad. "Paris is the undisputed capital of fashion, no doubt. For us, it's a starting point toward the world," he explained, praising the French team's work in turning the unknown into a consolidated presence. "We have built a solid distribution, with pop-ups and corner shops at the best players in the industry here in France. Now we have reached the point where we want our own space, where people can really meet us. It's a people business, right?" Von der Heide described the opening as a natural evolution, a "important step for the brand," noting that "if you make it here, they'll remember you everywhere. It's that intersection that matters."

In recent years, Les Deux has followed an organic growth trajectory, reaching over 1,000 retail outlets across four continents and recording 13 consecutive years of revenue growth. The headquarters, opened in 2021, includes an indoor basketball court, a gym, and a meditation room, testifying to an ethos that weaves together work, well-being, and community spirit. Key partners such as Bloomingdale's, Nordstrom, Selfridges, and La Rinascente attest to the brand's global solidity.

In the conversation, von der Heide reflected on the brand's longevity, attributing it to fidelity to its roots. "The most important thing is to remain true to ourselves. If we see ourselves in the product, if we see ourselves in our universe, then it works," he said, explaining how design always starts from an internal dialogue. "We know our customers and create for ourselves first. Relevance comes from positioning: humility, awareness of origins, and consistency. We are surrounded by brands that change their proposition, styling, or prices, but we have a formula that makes everyone comfortable." This consistency, combined with "healthy" and unhurried growth, has allowed the brand to avoid market pitfalls, focusing on authentic interactions rather than blindly relying on digital marketing. The idea is always to start from the community and real people.

The connection with basketball, a recurring thread, emerges as a metaphor for inclusivity. "I love sports in general, but basketball in particular for that three-dimensional vibe. On the court, it doesn't matter where you're from or what you do: it's a game for everyone, from 4 to 86 years old. This opens up interactions between all kinds of people," von der Heide recounted, linking it to community initiatives like office tournaments and basketball court donations in New York and Copenhagen, with plans to open one in Paris. To maintain contact with its community and truly engage its (ever-growing) customers, Andreas prefers physical experiences: store visits, public events, and local activations, in a "human" approach that contrasts with the distance usually preferred by other brands. "We don't use influencers much; it's organic growth. It's a family partnership, which makes the brand different."

For the future, von der Heide outlined measured plans: "We are opening offices across Europe, with debuts in London this winter, then Amsterdam and Belgium. We continue to grow in North America." On new expansion steps, Andreas expressed Olympian calm: "The next one could be in London or New York, but we're in no hurry. We want a long-term brand: now we celebrate Paris, tomorrow we plan the rest." Undoubtedly, all chapters of the brand's growth, from the first t-shirts produced to expansion at home and then worldwide, have been special for him and the brand's extended family: "I've never said 'I've made it.' You chase that special feeling: seeing the team grow, the 2,500 square meter office with everything it needs. That's what drives me."

The Le Marais store positions itself as a hub for community events, consolidating Les Deux as a rooted presence in the Parisian scene. In a volatile industry, the Danish brand demonstrates that authenticity and human connections can translate into sustainable expansion, a message as sober as it is powerful.