Magasin du Nord new investments in Danish brands

What: Magasin du Nord expands venture portfolio with strategic investments in Danish beauty brands, building on successful 2023 entry into brand acceleration.

Why it is important: This development reveals how department stores are transforming their business models by building brand portfolios while leveraging their retail knowledge.

Magasin du Nord has expanded its venture strategy with investments in two Danish beauty brands, acquiring less than 15% of BLID Care and nearly half of Aarhus-based Relevant. These investments build on the company's 2023 entry into brand investment through MessyWeekend eyewear, bringing its venture portfolio to five brands. The focus on beauty reflects Magasin's recognition of the category's strong growth potential and its strategic importance to the department store's positioning. Under Ventures Director Camilla Deichmann's leadership, Magasin aims to combine its retail expertise and network with entrepreneurs' innovation to accelerate brand development. The strategy emphasises Danish brands with international potential, with more investments planned.

IADS Notes: Magasin's expansion of its venture portfolio through strategic beauty brand investments demonstrates innovative retail transformation. This aligns with December 2024's findings about retailers seeking new growth avenues beyond traditional retail models. The focus on beauty as a high-growth category, with investments in Relevant and BLID Care, reflects November 2024's analysis of retailers developing category expertise through strategic partnerships. The evolution from MessyWeekend investment in 2023 to a five-brand portfolio shows how department stores are building new competencies while maintaining their core retail strengths.