Magasin du Nord - International Housewares Association

Key Retailer Report
December 2009, revised June 2011
Magasin du Nord is the leading department store operator in Denmark,
often described as a house of brands – Magasin’s flagship store in central
Copenhagen carries over 100 Nordic and international home and housewares brands laid out over more than 5.000 m² of sales space.
Website: www.magasin.dk
Contact Information (buying office)
Magasin du Nord
Kongens Nytorv 13
1095 Copenhagen K
Denmark
Mr. Esben Hougaard; Deputy Director Buying
Tel: +45 33182311
Fax: +45 33151840
Email: Esben.Hougaard@magasin.dk
Mr. Karsten Høgh; Central Buyer
Tel: +45 33182328
Fax: +45 33151840
Email: Karsten.Hogh@magasin.dk
Background Information
Year Established: 1868
Number of Stores: 6
Total Annual Sales: US$368 million (ca. 250 million Eur)
Store Locations: In the Copenhagen area and in Lyngby, Århus
and Odense
Type of Store: Department stores
Average Store Size: Three flagship stores of more than 20,000 m²
(215,000 sq ft), the other three stores are smaller.
Housewares Percentage of Total Sales: 15%
Housewares Percentage of Total Square Meters: 15%
Position within the Market: 1
Target Consumer: Average to above average income consumer
Stores and Products
Store Layout / Look / Feel: High-end department store
(Continued on back)
Home / Housewares Product Categories: Everything for kitchen and
home; cook and bakeware, tableware, kitchen accessories, household and
kitchen electrics, lighting, home textiles, bath products, home décor, etc.
Pricing Strategy: Mid to high prices
Quality / Design / Branding Strategy: Well known high-quality, highdesign brands from the Nordic countries and around the world. In addition
to key company brands, Magasin carries a selection of own brands,
primarily complimentary products in entry/medium price segments.
Company Brands Sold: Georg Jensen, Bodum, Pillivuyt, Rosendahl,
Royal Copenhagen, Stelton, Iittala, KitchenAid, Le Creuset, Menu,
Nespresso, Normann Copenhagen, etc.
Private Label Brands Sold: Magasin
Key Marketing Tools & Promotions: Online media, Facebook, customer
magazines (Magasin magazine published twice a year), loyalty marketing
and events, advertisements and catalogues.
Suppliers and Sourcing
Sourcing Strategies
– Global
– Direct from factories
– Direct from vendors / product suppliers
– Through distributors
Supplier Expectations Regarding
Products:
Looking for brands and ideas, quality is important
Pricing:
Medium to high prices
Promotions: Running promotions, multibuys, sale two times a year,
crazy days two times a year. Gift with purchase, events.
Products available first at Magasin.
Success Factors and Expansion
Plans & Expectations
Success Factors: Broad product assortment and excellent customer
service. Magasin carries over 500 brands and has launched more than
100 new brands and concepts since 2005 to attract a younger and more
fashion-conscious audience. Magasin pursues a two-pronged brand and
shop strategy, investing in both monobrand and multibrand areas.
Expansion Plans: Magasin is looking to open new stores in Denmark.
Much effort will be put in developing and growing the online business.
The Magasin du Nord profile created by:
Inspired Connection
Piritta Törrö
Tel: +358 (0)400 255 612
Email: piritta.torro@inspiredconnection.fi