LONDON — The ground floor of Selfridges is getting a Danish twist.
Tekla, the Copenhagen-based textile brand, is stationing itself there for six months in a pop-up that’s all about colorful pillow cases, sheets and pajamas in shades of bubblegum pink, sky blue and soft gray.
“London was our first big international traction that we got around Tekla and we did our first collaboration here with John Pawson. Our first big commercial partnership came together with Matches and over the years, the U.K. has grown into our biggest market in Europe,” Kristoffer Juhl, cofounder and managing director of the brand, said in an interview.
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“This is a little bit like a milestone in the journey we have with Londoners. I’ve been very much looking forward to welcoming the community to actually experiencing Tekla in person for the first time ever,” he added.
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To celebrate going into the British luxury department store, Tekla has created two blankets exclusively for Selfridges using soft lambswool in an oak and snowy hue.
The brand’s positioning in the homeware market has made it stand out. There are no traditional checks or floral print items in sight — instead everything is clean and plain with an added Japanese element.
Tekla started to gain momentum during COVID-19 in all corners of the world, from South Korea and Japan to the U.S. and the U.K.
“Before I got into Tekla, I was buying what my mom told me. Homeware was this forgotten category and the brands that had been around for more than 100 years. They had great products, but they had lost track of time and what the modern customer wanted,” Juhl said.
The brand opened its first retail store on Vognmagergade, a street close to Rosenborg Castle Gardens in Copenhagen, in April 2023.
The 2,150-square-foot space houses bedding, bath products, blankets, kitchen items and sleepwear. The store has exclusive items such as boxers, T-shirts, sleep masks, herbal tea and carafes made by Japanese glassblower Yoko Anderson.