Massimo Dutti opens first flagship store in Copenhagen

Inditex Group’s premium fashion chain is making its debut in the Danish capital. On Thursday, Massimo Dutti opened its first flagship store in Copenhagen, located at 35 Østergade—a central shopping street in the Strøget area—marking its entry into the Danish market.

The transaction was managed with the advice of real estate consulting firm Cushman & Wakefield, which participated in the process alongside the property owner, managed by Savills Investment Management with the support of Capital Investment A/S. In light of this significant milestone for the Barcelona-based company, FashionNetwork.com had the opportunity to visit the store and experience firsthand the new retail concept with which the brand aims to consolidate its international growth.

Spanning three floors and covering a retail area of more than 495 square meters, the store features the brand’s complete range of men’s and women’s collections. The ground floor is entirely dedicated to its women’s division and includes a space reserved for the Studio line, available exclusively online and in about twenty Massimo Dutti stores worldwide. The second floor, meanwhile, combines offerings for men and women, with an area dedicated to a preview of the upcoming winter collection, presented with a more sophisticated approach, while the third floor is dedicated exclusively to the men’s collection. The store has a staff of about fifty employees, specifically trained for this opening. 

In terms of design, the store also debuts the latest evolution of the brand’s architectural concept, characterized by a minimalist aesthetic, artisanal materials, indirect lighting, and a careful selection of artwork and decorative pieces designed to create a more intimate atmosphere. The store also incorporates Inditex’s latest eco-efficient standards, with systems that reduce electricity consumption by approximately 30% and water consumption by 40% compared to a conventional store, through smart LED lighting, adaptive climate control, and real-time energy monitoring systems.

In line with the brand’s philosophy, the technology is virtually invisible to customers and is designed to support the store team.

All sales associates have mobile devices equipped with “Tap to Pay” functionality, allowing them to complete the purchase process from anywhere in the store without having to go through the checkout line. In addition, there are tools integrated with the Massimo Dutti app, such as Store Mode, “Scan & Shop,” product reservations, in-store orders, and digital receipts. The brand also maintains a highly personalized customer service model, with advisory services such as “Style Advisor by Appointment” and private fitting rooms where customers can receive personalized recommendations. 

To mark the opening, the chain has taken the opportunity to present a new installment of its “Art in Progress” project, first launched in 2023.  In collaboration with the Mallorca-based RED Gallery, the store will exhibit, through July 17, a work created specifically for the opening by Danish artist and furniture designer Rune Elmegaard, inspired by the legacy of Scandinavian design. Beyond this partnership, the chain will continue to strengthen its commitment to art through a special installation to be presented during the upcoming Copenhagen Fashion Week, August 3–7.

Likewise, Massimo Dutti has strengthened its commitment to local talent through various one-off collaborations for the opening day, featuring the Danish café Apotek 57 and New Mags, which is curating a selection of books and reading recommendations that will remain in the boutique for an indefinite period, in addition to its usual partnership with Apartamento magazine, which is a regular feature at the brand’s major openings.

This expansion into the Danish market is part of a particularly active year for the chain. Specifically, it plans to open around 60 new stores this year, including a new store in New York scheduled for October, which will strengthen its physical presence in the United States, where it currently sells its collections through Zara’s e-commerce platform. At the same time, the brand continues to develop a strategy of seasonal pop-ups in destinations such as Paris, Saint-Tropez, and locations like ski resorts, and is exploring a new temporary location before the end of the year. All of this is part of a strategy—shared with other chains in the Galician group—to gradually reduce the retail network, concentrating investment on larger spaces with a broader product offering, better services, and a more distinctive in-store shopping experience, further supported by an online channel that continues to grow at a double-digit rate.

“It’s very important for us to have this type of store. We want to expand very selectively, choosing only ‘top’ locations. We prefer to have fewer stores, but for each one to offer an extraordinary experience,” explained Eirik Steen, Inditex’s general manager for the Scandinavian market.

Regarding customer service, he acknowledged that “selling isn’t the goal; what matters is that people have a good experience with us and want to come back,” highlighting the brand’s alignment with Danish consumers, who are “very discerning when it comes to quality.”

Although this marks Massimo Dutti’s first foray into the Danish capital, Inditex continues to strengthen its presence in the city.

The conglomerate already operates a Zara store at 28 Vimmelskaftet, just a few meters from the new flagship, along with a Bershka store located at 39 on the same street. In addition, the group’s flagship brand operates two company-owned stores in the Fisketorvet and Field’s shopping centers. The latter also houses the youth fashion and lifestyle chain Pull&Bear, which has its only Danish store there.

Founded in 1985 and headquartered in Tordera, Massimo Dutti began as a brand specializing in men’s fashion before evolving into a global brand in which women’s collections currently account for nearly 70% of its sales. The chain, currently present in more than 70 markets, closed its 2025 fiscal year with 511 retail locations—including company-owned stores and franchises—as well as net sales of 2,019 million euros, up 3% from the previous year. 

Meanwhile, the group chaired by Marta Ortega—whose portfolio also includes Zara, Pull&Bear, Bershka, Stradivarius, Oysho, Lefties, and Zara Home, achieved revenue of 39,864 million euros during the same fiscal year, a 3.2% increase compared to 2024.