What Moss Copenhagen does

MSCH Copenhagen (legal entity MSCH COPENHAGEN A/S) is a Danish privately held women's apparel and accessories brand founded in 2010, headquartered in Vejle, Denmark. The company sells modern Scandinavian-style women's clothing spanning tops, bottoms, dresses, denim, linen, wool, sweats, outerwear, and accessories, with unit prices ranging from approximately EUR 17.48 to EUR 99.95, and operates a Rebelle Copenhagen skincare sub-brand. Its customer base is fashion-conscious women seeking versatile everyday wear, with use cases spanning casual, work, summer, and festival wear.

The business operates a direct-to-consumer model through its owned e-commerce platform at mschcopenhagen.com, available in English, Danish, and German, plus physical retail stores in Denmark. The technology stack is a standard multi-language e-commerce front end with integrated payments (Klarna, PayPal, Apple Pay, Google Pay), email marketing automation via Klaviyo, and analytics/ads through Google and Meta platforms. Logistics for cross-border shipping are handled via GLS partnership. Production emphasizes sustainable materials including GRS-certified recycled polyester, organic cotton, and LENZING ECOVERO viscose / TENCEL lyocell fibers.

The revenue model is direct, one-time product sales (no subscription), supplemented by promotional bundle pricing (e.g., '2 for' deals), a 15% verified student discount, seasonal sales, and a free-shipping threshold of EUR 100. The company markets primarily through owned editorial content (Stories/lookbooks), Instagram, Facebook, TikTok, and email newsletters. Geographic reach spans Denmark, Sweden, Norway, Germany, Austria, Belgium, the Netherlands, and Poland, with a wholly-owned Norwegian subsidiary (MSCH Norge AS). Headquarters is at Artvej 1, 7100 Vejle, with company registration VAT NO. 37424366. Leadership includes CEO Peter Dahl and founder Anders Freund; the firm employs 51-100 people.

Name

Moss Copenhagen

Legal name

MSCH COPENHAGEN A/S

Website

https://mschcopenhagen.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

MSCH Copenhagen is a Danish privately held DTC women's fashion brand selling modern Scandinavian apparel and accessories online and in Danish retail stores, serving fashion-conscious women across eight European markets with sustainable materials and multi-language e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Vejle

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: MSCH Copenhagen generates revenue through direct sales of women's clothing and accessories via its e-commerce website and physical retail stores. Products are sold at one-time purchase prices with no subscription model. The company offers promotional bundling (e.g., '2 for' deals) and seasonal sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Moss Copenhagen (MSCH COPENHAGEN A/S) designs and retails modern Scandinavian women's clothing and accessories across categories including dresses, denim, linen, wool, sweats, basics, tops, bottoms, outerwear, and accessories. The brand sells primarily through its own multi-language e-commerce site (mschcopenhagen.com) supplemented by physical retail stores in Denmark, and extends into co-branded skincare via a partnership with Rebelle Copenhagen.

Product overview

MSCH Copenhagen is a modern women's fashion brand offering a comprehensive clothing and accessories collection. The core offering includes dresses, denim, linen, wool, sweats, basics, tops, bottoms, outerwear, and accessories across multiple sub-brands and collections. Key product lines include the Rebelle skincare sub-brand, the Betrina Basics collection, Everyday Denim, and Matching Sets for coordinated outfits. The brand emphasizes sustainable materials including GRS-certified recycled polyester, organic cotton, LENZING™ ECOVERO™ viscose, and TENCEL™ Modal. Additional services include a student discount program and newsletter subscription with personalized marketing powered by Klaviyo.

Differentiator

Problem solved

Functional benefit

Products and services

• MSCH Copenhagen Women's Clothing Modern women's fashion and accessories spanning dresses, denim, linen, wool, sweats, basics, tops, bottoms, outerwear, and accessories, sold via the MSCH Copenhagen e-commerce store.
• Rebelle Copenhagen Skincare Skincare and personal care products offered in partnership with Rebelle Copenhagen, including handcare, bodycare, and home fragrance items.
• Matching Sets Coordinated outfit combinations allowing customers to purchase complementary tops and bottoms together.
• Basics Collection Essential wardrobe staples including Betrina ribbed basics, foundational T-shirts, and simple everyday pieces.
• Everyday Denim Wide range of jeans and denim garments including Elide Ada Denim Shorts and Kobane Tua Barrel Jeans.
• Linen Collection Summer-ready linen clothing including Pennie Ginia shirts and Viana Ginia jacket in natural breathable fabrics.
• Wool Collection Knitwear and wool garments including pullovers, cardigans, and winter-ready pieces.
• Sweats Collection Casual sweatshirts, hoodies, and relaxed-fit comfort wear including Ima Q Icon Logo Hood Sweatshirt.
• Accessories Fashion accessories including caps, sunglasses, bags, socks, beanies, gloves, scarves, and headbands.
• Outerwear Jackets, coats, waistcoats, and winter jackets for all seasons.
• Buy Two Promotion Promotional bundle pricing on selected items such as 2 for 54.95 EUR on select T-shirts.
• Student Discount Program 15% discount program for verified students, with discount code provided after student status verification via email with a valid student ID.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered operational, core and minor.

• GLS (General Logistics Systems)operationalOthersGLS is the primary logistics and delivery partner for MSCH Copenhagen's international shipments. They handle parcel delivery to parcel shops and home deliveries across European countries where MSCH Copenhagen ships products.
• KlaviyooperationalTechnology or IntegrationKlaviyo provides email marketing automation and customer data platform services. It enables anonymous visitor tracking, extended ID features for cookie-less identification, and personalized email marketing campaigns based on customer behavior and purchase history.
• Facebook (Meta)operationalGTM or Marketing PartnerFacebook and its advertising platforms are used for online advertising, retargeting, and Customer Audience targeting. MSCH Copenhagen utilizes Facebook for marketing purposes and to reach customers through targeted advertising.
• GoogleoperationalGTM or Marketing PartnerGoogle Analytics and Google's advertising platforms are used for website optimization, retargeting, and online advertising. MSCH Copenhagen uses Google services for marketing analytics and targeted advertising purposes.
• Ecocert Greenlife (GRS Certification)coreOthersEcocert Greenlife provides Global Recycled Standard (GRS) certification for MSCH Copenhagen products containing recycled materials. Products such as the Maryla Henrika HW Culotte Pants and Macy Michelle HW Wide Pants carry GRS certification number 249809.
• Rebelle CopenhagenminorStrategic or Co-development PartnerMSCH Copenhagen partners with Rebelle Copenhagen for a curated skin care collection, sold under the 'Skin Care' category on the website. This partnership expands the brand beyond clothing into beauty and personal care categories.
• LENZING™ (ECOVERO™ and TENCEL™)coreOthersLENZING™ provides sustainable fiber materials including ECOVERO™ viscose and TENCEL™ lyocell that MSCH Copenhagen uses in many products. These materials are highlighted in product descriptions as sustainable fabric choices.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• & Other Stories: H&M Group's premium women's fashion concept offering curated apparel, accessories, and beauty across Europe and globally; comparable target customer (fashion-conscious women seeking quality basics and statement pieces) but with significantly larger scale and brand recognition.
• ASOS: UK-based pure-play DTC fashion platform targeting 20-something women across Europe with third-party and own-brand assortment; competes for the same digital-first customer and exerts pricing pressure on mid-market DTC fashion brands.
• Zalando: Europe's largest online fashion platform operating in all MSCH markets as both a marketplace partner and a competitor via its own private-label brands; relevant for traffic, fulfillment, and pricing dynamics in European online fashion.
• H&M: Swedish fast-fashion incumbent operating across all MSCH markets with extensive physical and digital presence, sustainability initiatives (Conscious Collection), and far broader assortment; sets the competitive pricing ceiling and sustainability benchmark for European mid-market women's fashion.

Direct peers

• Gina Tricot: Scandinavian women's fashion retailer with both e-commerce and physical stores across Northern Europe, targeting a similar age demographic and price band with comparable product breadth in dresses, knitwear, and accessories.
• NA-KD: Swedish-founded DTC women's fashion brand operating across Europe with a similar mid-market price point, broad assortment (tops, bottoms, dresses, accessories), and influencer-driven social marketing approach directly comparable to MSCH Copenhagen.
• Nelly.com: Scandinavian online fashion retailer focused on young women's apparel, lingerie, and beauty, with Nordic heritage and a DTC-led model that overlaps MSCH's customer base, assortment structure, and category extension into beauty/skincare.
• Boohoo: UK DTC women's fashion brand competing across Europe with broad trend-driven assortment at low-to-mid price points and aggressive social media marketing; provides a direct benchmark on digital acquisition efficiency and assortment depth.
• Vila (Bestseller): Danish-origin women's fashion brand under Bestseller, offering feminine occasion and everyday wear at similar price points with pan-European DTC and wholesale distribution, closely aligned with MSCH's positioning and Scandinavian design language.
• Only (Bestseller): Danish women's fashion brand from Bestseller targeting young women with denim, dresses, and casual wear at overlapping price points; operates e-commerce across multiple European markets similar to MSCH Copenhagen.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mschcopenhagen
• Instagraminstagram.com/mschcopenhagen
• Xx.com/mosscopenhagen
• LinkedInlinkedin.com/company/msch-copenhagen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Moss Copenhagen