Mads Nørgaard Copenhagen

What Mads Nørgaard Copenhagen does

Mads Nørgaard Copenhagen is a privately held, family-rooted Danish fashion retailer headquartered in Copenhagen, operating across women's, men's, and children's apparel. Its commercial core is the #101 Collection — a ribbed striped T-shirt line launched in 1967 and still produced locally in Denmark (knitted in Ikast, dyed in Herning, sewn in Korsør) from 100% BCI cotton — complemented by seasonal ready-to-wear drops (Summer, Festival, Denim Edit) and a recurring slate of limited collaborations with cultural figures such as Helena Christensen, Josephine Skriver, Oh Land, and JBS. The brand maintains a horizontal segmentation across Dame (women), Herre (men), and Børn (kids/baby/teen), with a catalog of roughly 1,636 SKUs (780 women, 547 men, 309 kids).

Name

Mads Nørgaard Copenhagen

Legal name

MADS NØRGAARD - COPENHAGEN

Website

https://madsnorgaard.dk

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Mads Nørgaard Copenhagen is a privately held Danish fashion retailer selling women's, men's, and children's apparel, anchored by the heritage #101 striped T-shirt collection launched in 1967, through Shopify e-commerce storefronts across Europe and the US, owned Danish retail, and a B2B wholesale channel.

Ownership category

akta.pro rank

Product category

Apparel and Fashion Retail

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)

akta.pro secondary industries

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)

Keywords

• Danish fashion apparel
• Women's clothing
• Men's clothing
• Kids clothing
• Striped t-shirts

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Direct Retail Sales: Revenue generated from direct-to-consumer sales through owned e-commerce storefront and physical retail locations. Products include clothing, accessories, bags, and footwear across women's, men's, and kids categories.
2. Wholesale/B2B: Wholesale distribution through B2B platform (b2b.madsnorgaard.com) for retailers and partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Mads Nørgaard Copenhagen designs and retails Scandinavian fashion apparel for women, men, and children, anchored by the iconic #101 ribbed striped T-shirt collection launched in 1967 and still produced locally in Denmark. The assortment spans dresses, tops, shirts, pants, jeans, jackets, knitwear, and accessories across core ready-to-wear, seasonal, and limited-edition collaboration collections, sold through owned e-commerce storefronts and physical retail stores across Denmark, Europe, the US, and the UK.

Product overview

Mads Nørgaard Copenhagen is a Danish fashion retailer offering clothing for women, men, and children. The product portfolio centers on the iconic #101 Collection (launched 1967), a signature striped T-shirt line still produced in Denmark, alongside core ready-to-wear collections. The brand features seasonal collections (Summer, Festival, Denim), collaborations (Helena Christensen, Josephine Skriver, Oh Land, JBS), and specialized sub-brands including Knitted in Denmark and the Favorite basics collection. Products span dresses, tops, shirts, pants, jeans, jackets, knitwear, and accessories across all genders and age groups including baby and teen sizes.

Differentiator

Problem solved

Functional benefit

Products and services

• #101 Collection The signature ribbed striped T-shirt collection launched in 1967, designed as one-size-fits-all for everyone and still produced locally in Denmark (knitted in Ikast, dyed in Herning, sewn in Korsør). Includes short-sleeve and long-sleeve T-shirts, tops, dresses, pants, shorts, skirts, scarves, and wool variants.
• Dame (Women's) Collection Women's ready-to-wear apparel including dresses, T-shirts, tops, shirts, blouses, skirts, shorts, pants, jeans, jackets, outerwear, sweatshirts, hoodies, knitwear, accessories, bags, hats, scarves, belts, and socks.
• Herre (Men's) Collection Men's ready-to-wear apparel including T-shirts, shirts, shorts, pants, jeans, sweatshirts, hoodies, jackets, outerwear, blazers, knitwear, accessories, shoes, bags, hats, scarves, belts, underwear, and socks.
• Børn (Kids) Collection Children's clothing from baby to teen in sizes 56 to 16, including jackets, outerwear, sweatshirts, hoodies, pants, jeans, T-shirts, shirts, blouses, dresses, jumpsuits, shorts, skirts, baby clothing, accessories, bags, and belts.
• Helena Christensen x Mads Nørgaard Limited-edition collaboration collection with supermodel Helena Christensen featuring the Made in Denmark #101 line, with part of proceeds supporting girls' causes.
• Josephine Skriver x Plan International x Mads Nørgaard Charitable #101 collaboration with model Josephine Skriver and PlanBørnefonden's Pigefond (Girls' Fund) supporting girls' and women's rights in vulnerable areas worldwide.
• Knitted in Denmark Collection Knitwear collection produced entirely in Denmark, with local production based in Ikast, emphasizing the Made-in-Denmark craft heritage.
• Oh Land x UNICEF x Mads Nørgaard Charitable t-shirt collaboration with Danish singer Oh Land for International Women's Day 2026, benefiting UNICEF's programs for girls' rights.
• Summer Collection Seasonal summer apparel collection featuring light fabrics, swimwear, dresses, and vacation-appropriate styles for women.
• Festival Collection Festival-themed apparel collection for summer vacation and music festivals.
• Favorite Collection Core everyday basics collection available for women, men, and kids featuring essential wardrobe staples built around frequent-rebuy essentials.
• JBS x Mads Nørgaard Collaboration collection with JBS, a Danish underwear brand, offering co-branded apparel.
• Mads Nørgaard E-commerce Storefronts (DK, EU, US, GB, NO, DE) Shopify-powered online storefronts selling the full Mads Nørgaard apparel catalog in local currencies across Danish, European, US, UK, Norwegian, and German markets.
• Mads Nørgaard Wholesale B2B Platform Dedicated B2B platform at b2b.madsnorgaard.com enabling retail partners and resellers to purchase Mads Nørgaard apparel and the #101 collection for redistribution.

Quantifiable outcome

• Brand operating for over 55 years with iconic #101 collection still produced in Denmark

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Helena ChristensencoreStrategic or Co-development Partner · 3 June 2026Collaboration collection 'Helena Christensen x Mads Nørgaard' featuring the Made in Denmark #101 line. Combines Mads Nørgaard's design tradition with Helena's love of colors, dots, and stripes. Part of proceeds support girls' causes.
• Oh Land & UNICEFminorStrategic or Co-development Partner · 4 March 2026Special-designed t-shirt collaboration for International Women's Day 2026 to benefit UNICEF's efforts for girls' rights worldwide.
• Jacqueline & Sofie LandvikminorGTM or Marketing Partner · 4 September 2025Oslo event celebrating Norwegian connections and special friendship with the sisters, it-girls and creatives. Event included zine launch, dinner, music, and Norwegian community engagement.
• Josephine Skriver & PlanBørnefonden (Pigefond)coreStrategic or Co-development Partner · 10 June 2025#101 collaboration where proceeds from t-shirt sales support PlanBørnefonden's Pigefond (Girl Fund) for girls' and women's rights in vulnerable areas worldwide.
• JBSminorStrategic or Co-development PartnerJBS x MNC collaboration featuring special collection.
• Anna Munch (O'House)minorStrategic or Co-development PartnerCollaboration with 19-year-old Anna Munch who brings uncompromising approach to fashion and culture, meeting one of Danish fashion's most iconic figures.
• Flemming ToftminorStrategic or Co-development PartnerFootball-inspired collection with TV commentator Flemming Toft, celebrating world football while waiting for Denmark's next World Cup adventure. Features special football jersey.
• Martin KongstadminorGTM or Marketing PartnerGuide/content collaboration where author and food critic shares favorite Copenhagen spots, memories, and personal anecdotes.
• BLUSH (band)minorGTM or Marketing PartnerLive concert event during Copenhagen Fashion Week SS26 at Nørgaard paa Strøget featuring indie-pop-rock band BLUSH.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths2 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/norgaardcph
• LinkedInlinkedin.com/company/7247115
• Instagraminstagram.com/madsnorgaard

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mads Nørgaard Copenhagen