Magasin du Nord opens a Lindex shop-in-shop

What: Magasin du Nord enhances its fashion offering by partnering with Swedish retailer Lindex, launching a specialised lingerie shop-in-shop concept with future category expansion planned.

Why it is important: This partnership exemplifies how department stores are evolving through strategic collaborations, combining Magasin du Nord's local market strength with Lindex's category expertise to create mutual growth opportunities.

Magasin du Nord and Lindex have announced a strategic partnership that will see the Swedish fashion retailer establish a shop-in-shop presence in Magasin's Copenhagen flagship store. The collaboration begins with Lindex's lingerie collection, leveraging the company's extensive expertise in fit, comfort, and quality. This initial phase will be followed by an expansion into women's and children's clothing throughout 2025, offering Danish customers a more comprehensive shopping experience. The partnership includes both physical and digital integration, with Lindex's full collection available online and a Danish-language website relaunch to enhance accessibility. This collaboration represents a significant step in Lindex's Nordic expansion strategy while strengthening Magasin's position as a leading fashion destination.

IADS Notes: The partnership between Lindex and Magasin du Nord aligns with the departement store’s recent strategic developments. In February 2025, Magasin du Nord demonstrated its commitment to brand partnerships by investing in Danish beauty brands BLID Care and Relevant, showing how department stores are evolving beyond traditional retail models to create value and additional revenue. This approach to partnerships is further reinforced by Magasin's successful launch of its small store concept in October 2024, which emphasises the importance of format innovation and localised retail experiences.