It usually takes more than a no-rain-guarantee to lure hardcore denim hunters into department stores like Illum. It’s undoubtedly rather expensive to have one of the best locations in the country, and as a result focus is often on quantity rather than quality. What it often comes down to is how many jeans you can get over the counter and nothing more than that. But there is another way. In Samsøe & Samsøe’s shop at the 3rd floor in Illum they try to do it differently.
Denim hunting for the perfect pair of jeans is basically about finding a pair of jeans that fit you well. When selling a pair of jeans it’s all about finding the right balance of communicating professional knowledge about technical terms such as selvage, ring-spun, and denim history. Nevertheless, customers might end up leaving the shop without any filled shopping bags because the enthusiastic shop assistant didn’t pay attention to the true needs of the customer. If they get into a pair of jeans that don’t fit it doesn’t matter what brand they are, what amazing fabric they are made of, or how good the price is. A scenario any reasonable business strives to avoid.
Last summer, Samsøe & Samsøe opened up a new denim department at Illum that stands out from it’s equals. It is undoubtably a commercial jeans shop, but what makes it stand out is the professionalism and enthusiasm of the staff in combination with a wide range of some of the world’s best and most successful denim brands including Levi’s, Lee, Wrangler, Diesel, and G-Star. Sit back and enjoy this virtual tour of the shop.
The easiest way to get to the shop is to use the entrance at the corner of Købmagergade and Silkegade and take the escalator to the 3rd floor. Looking to your left once you get there, the first thing you probably will notice is the huge G-Star RAW shop-in-shop.
Behind the counter are the Lee, Wrangler, and Levi’s shop-in-shops.
The Levi’s shop is also takes up quite a lot of space. Here you’ll find some of the best pieces of the season including Best of Levi’s.
Turning towards the other end of the shop you have the ”flex” area where you’ll find brands like Rascal, Le Fix, Samsøe & Samsøe, and Dr. Denim.
On your right hand side of the escalator is the Diesel shop-in-shop.
The immense denim department is not at all exclusively for guys. The selection of women’s brands mostly reflect its male counterpart with G-Star RAW, Lee, Levi’s, Diesel, but also include Hilfiger Denim.
Also, don’t forget your event collaboration with the shop the weekend of the 26th and 27th April of 2012. You can read more about it here.Here’s a poster of what will be happening in there:
Review by Thomas Bojer.
Thomas Bojer
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