Mr

What Mr does

Mr is a Danish men's fashion retail chain operated under the cooperative structure Indkøbsforeningen af 1964 AMBA, founded in 1964 and headquartered at Albuen 6-8 in Kolding, Denmark. The business sells shirts, tops, jackets, suits, trousers, shoes, jeans, shorts, and accessories from more than 30 international brands (including BOSS, Tommy Hilfiger, GANT, Lacoste, Matinique, Samsøe Samsøe, Calvin Klein, and Tiger of Sweden) alongside five wholly-owned proprietary labels (Black Blue, Gino Marcello, SALT, Thomas Regency, Garant) and exclusive Danish distribution rights for New Zealand Auckland and Born With Appetite. As of post-2020 it operates 42+ physical stores across Denmark on top of the mr.dk e-commerce platform (launched May 2012, operated by subsidiary Mr Web A/S), with additional services including a nationwide buy-online-return-in-store exchange service, gift cards redeemable across all stores, the Club Mr loyalty program (bonus points, saved sizes, exclusive discounts, in-store events), and Made to Measure custom tailoring at select locations such as Mr Hardis in Svendborg.

The commercial model is direct-to-consumer specialty retail: revenue is generated through one-time unit-priced sales of branded men's fashion both in physical stores and online, with prices listed in DKK inclusive of VAT. Infrastructure integrations include ePay (Nets) for card and MobilePay processing, VIABILL for instalment payments, GLS for parcel delivery (with free shipping above DKK 499), Shipmondo for returns, Zendesk for customer support, Mailchimp for email, and Google Analytics plus Facebook Pixel for marketing. The cooperative structure means Mr has no outside investors or parent company; it is governed and owned collectively by its member store operators, with approximately 20 staff at the Kolding head office handling purchasing, IT, the webshop, and marketing on behalf of the independently owned Mr stores. The 2020 acquisition of the bankrupt Din Tøjmand (Dress Partner) chain added 42 stores to the network and made Indkøbsforeningen af 1964 the head organization for both Mr and Din Tøjmand. Operation is domestic Denmark-only — international delivery is not offered.

Name

Mr

Legal name

Indkøbsforeningen af 1964 AMBA

Website

https://mr.dk

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1–10 employees

Short description

Mr (Indkøbsforeningen af 1964 AMBA) is a Danish cooperative retail chain operating 42+ physical stores and the mr.dk e-commerce platform, selling over 30 international and proprietary men's fashion brands directly to Danish male consumers nationwide.

Ownership category

akta.pro rank

Product category

Men's Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industry

Men’s Specialty Department Stores (CRAGAGAC)

Keywords

• Men's fashion retail
• Branded menswear
• Custom tailoring
• Multi-brand clothing
• Loyalty program

Headquarters

HQ city

Kolding

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail clothing sales: Mr generates revenue through the sale of men's clothing and accessories via physical retail stores and e-commerce platform. Customers purchase branded men's fashion items including shirts, trousers, jackets, shoes, and accessories from international brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Mr is a nationwide Danish men's fashion retailer selling shirts, trousers, jackets, suits, shoes, jeans, shorts, and accessories from more than 30 international and Scandinavian brands (BOSS, Tommy Hilfiger, GANT, Matinique, SAND, Calvin Klein, Lacoste, Samsøe Samsøe, etc.) through independently owned physical Mr stores and the mr.dk e-commerce platform. The cooperative also offers Made to Measure custom tailoring, gift cards, the Club Mr loyalty program, and exclusive in-house and distributed brands such as Black Blue, Gino Marcello, SALT, Thomas Regency, Garant, New Zealand Auckland, and Born With Appetite.

Differentiator

Problem solved

Functional benefit

Products and services

• Made to Measure custom tailoring Personalized, made-to-measure tailoring service available at select Mr stores (e.g., Mr Hardis in Svendborg), providing custom-fit garments for individual customers.
• Mr gift cards Online-purchasable gift cards for use in any Mr physical store nationwide in Denmark, marketed as an ideal gift for men, with the recipient free to choose when and what to buy.
• Club Mr loyalty program Mr's customer loyalty club that awards bonus points on in-store purchases and provides members with exclusive discounts, invitations to local store events, personalized service, saved sizes, stored receipts, and seasonal newsletters.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Din Tøjmand (Dress Partner)coreOthers · 1 January 2020During the Corona crisis in 2020, Dress Partner (the organization behind Din Tøjmand) went bankrupt, and Indkøbsforeningen af 1964 took over the rights to Din Tøjmand. 42 stores came with as part of the acquisition, making Indkøbsforeningen of 1964 the head organization for both Mr and Din Tøjmand.
• GLSminorOthersGLS is used as the delivery partner for all shipments from mr.dk. They provide parcel tracking services for online orders. Customers have the option to have parcels delivered to GLS Pakkeshop or GLS Erhverv addresses.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kaufmann: Kaufmann is a Danish specialty menswear retailer offering premium and contemporary men's brands. Operates multi-brand men's stores in Denmark, directly comparable to Mr's assortment and positioning.
• Suit Supply: Suit Supply is a global direct-to-consumer men's specialty retailer offering suits, shirts, and accessories in physical stores and online. Highly comparable in multi-brand premium menswear positioning, omnichannel retail, and Made-to-Measure custom tailoring services.
• Din Tøjmand: Din Tøjmand is Mr's sister chain in Denmark under the same Indkøbsforeningen af 1964 AMBA parent. Both are nationwide Danish men's specialty apparel retailers carrying similar brand rosters, serving the same customer base with comparable store-and-online formats.
• Oscar Jacobson: Oscar Jacobson is a Swedish premium menswear brand specializing in suits, shirts, and tailored clothing with DTC stores across the Nordics. Comparable to Mr in premium Nordic menswear positioning, multi-channel retail, and Made-to-Measure tailoring service.

Broad incumbents

• Hugo Boss: Hugo Boss is a global luxury menswear powerhouse with extensive DTC retail stores worldwide. Mr is a key multi-brand stockist of BOSS in Denmark; Hugo Boss competes with Mr at both brand-store and assortment level.
• Zalando: Zalando is Europe's largest online fashion platform with a major Danish presence, carrying many of the same brands Mr sells (BOSS, Tommy Hilfiger, Lacoste, etc.). Directly competes with mr.dk for online menswear shoppers across Denmark.
• Magasin du Nord: Magasin is Denmark's largest department store chain, carrying men's apparel alongside women's, beauty, and home. Overlaps with Mr on multi-brand premium menswear assortment and Danish customer base, but operates a broader category mix.

Emerging players

• Tiger of Sweden: Tiger of Sweden is a Nordic premium menswear brand (carried by Mr) that operates its own DTC stores and digital channels in the Nordics. Comparable in customer overlap, premium positioning, and product assortment, but as a single brand rather than a multi-brand retailer.
• Samsøe Samsøe: Samsøe Samsøe is a Danish fashion brand (carried by Mr) operating its own DTC retail network and online channel. Overlaps in customer base, Nordic contemporary positioning, and product categories.
• J. Lindeberg: J. Lindeberg is a Nordic premium menswear brand operating DTC stores and wholesale distribution. Comparable customer demographic and product positioning to Mr's premium offering, focused on sport-luxury menswear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mr.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 records

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 Mr