LONDON — The bottom ground of Selfridges is getting a Danish twist.
Tekla, the Copenhagen-based textile model, is stationing itself there for six months in a pop-up that’s all about colourful pillow circumstances, sheets and pajamas in shades of bubblegum pink, sky blue and mushy grey.
“London was our first massive worldwide traction that we bought round Tekla and we did our first collaboration right here with John Pawson. Our first massive business partnership got here along with Matches and through the years, the U.Okay. has grown into our largest market in Europe,” Kristoffer Juhl, cofounder and managing director of the model, stated in an interview.
Tekla at Selfridges.
COURTESY OF TEKLA
“This can be a little bit like a milestone within the journey we’ve got with Londoners. I’ve been very a lot trying ahead to welcoming the group to truly experiencing Tekla in individual for the primary time ever,” he added.
To have fun going into the British luxurious division retailer, Tekla has created two blankets solely for Selfridges utilizing mushy lambswool in an oak and snowy hue.
The model’s positioning within the homeware market has made it stand out. There are not any conventional checks or floral print objects in sight — as an alternative every thing is clear and plain with an added Japanese factor.
Tekla began to achieve momentum throughout COVID-19 in all corners of the world, from South Korea and Japan to the U.S. and the U.Okay.
Tekla at Selfridges.
COURTESY OF TEKLA
“Earlier than I bought into Tekla, I used to be shopping for what my mother advised me. Homeware was this forgotten class and the manufacturers that had been round for greater than 100 years. They’d nice merchandise, however they’d misplaced observe of time and what the fashionable buyer wished,” Juhl stated.
The model opened its first retail retailer on Vognmagergade, a road near Rosenborg Fortress Gardens in Copenhagen, in April 2023.
The two,150-square-foot area homes bedding, bathtub merchandise, blankets, kitchen objects and sleepwear. The shop has unique objects equivalent to boxers, T-shirts, sleep masks, natural tea and carafes made by Japanese glassblower Yoko Anderson.
