Wheat

Wheat is a Danish children's clothing, shoe and accessory brand for ages 0 to 12, run by Wheat A/S in Gentofte near Copenhagen. It describes its offer as Scandinavian quality childrenswear and runs a secondhand programme called Wheat Repeat. Its founding year and owner were not stated in the source reviewed.

What is Wheat?

Wheat is a Danish childrenswear brand. The company behind it is Wheat A/S, whose listed address is Grusbakken 12 in Gentofte, Denmark. The website describes the offer in Danish as Scandinavian quality children's clothing. It does not state who founded the brand or who owns it, so this profile makes no claim on either.

Products and positioning

The range covers children aged 0 to 12 and is divided into:

• Outerwear
• Clothing
• Footwear
• Accessories

The brand is positioned in the premium part of the Nordic market, which is an editorial classification rather than a stated fact on the page.

Sustainability and circularity

Some products carry GOTS, GRS or Oeko-Tex Standard 100 certification. The site also promotes Wheat Repeat, a secondhand programme, which gives customers a way to resell and buy used garments from the brand.

Business model and distribution

The website mentions a first Copenhagen store at Osterbrogade 96, so the brand has begun to add its own physical retail to its online sales. The sources reviewed do not describe wholesale accounts, store numbers or financial results.

Why it matters

Wheat combines outerwear, footwear and clothing in one brand and has added a resale programme and its own store, two moves that show how Nordic children's brands extend beyond online and wholesale sales.

Frequently asked questions

Where is Wheat from?

Wheat is a Danish children's clothing brand. Wheat A/S is registered in Gentofte, north of Copenhagen.

What does Wheat sell?

Wheat sells clothing, outerwear, footwear and accessories for children aged 0 to 12. Some products are certified to GOTS, GRS or Oeko-Tex Standard 100.

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