STRØM
STRØM is an independent Danish fashion destination and own label based on Strandvejen in Hellerup, north of Copenhagen. It sells its STRØM label alongside curated Danish and international brands.
| Origin | Denmark |
|---|---|
| Store | Strandvejen 169A, Hellerup |
| Model | Own label plus curated brands |
| Channels | Store and worldwide online shop |
| Website | stromstore.com |
What is STRØM?
STRØM describes itself as an independent fashion destination. It is based at Strandvejen 169A in Hellerup, just north of Copenhagen, and combines a multi-brand edit with its own label, which carries the STRØM name.
Products and positioning
The store's offer spans several categories:
- Clothing from its own STRØM label
- A curated selection of Danish and international fashion brands
- Footwear and accessories
- Home items
- Perfumes and care products
The own label sits at the centre of the concept, giving the business a product line of its own alongside the brands it buys in. The mix of fashion, beauty and home reflects a lifestyle approach to retail.
Distribution
STRØM operates one physical store in Hellerup and an online shop that ships worldwide. Gift cards are offered both in store and online.
Why it matters
STRØM is an example of the hybrid model increasingly common among independent retailers, where a curated multi-brand store develops its own label to strengthen margins and identity while keeping a single destination store at the core.
Frequently asked questions
Where is STRØM located?
STRØM is located on Strandvejen in Hellerup, just north of Copenhagen, Denmark.
What does STRØM sell?
STRØM sells its own label alongside Danish and international brands, covering clothing, footwear, accessories, home items and beauty.