Verpan opens first flagship store

The iconic Danish design-house opens their first flagship store in Aarhus, Denmark

Design house Verpan, which carries Verner Panton's heritage and produces and markets his work, is going to open its first flagship store.

The store will be situated in Vestergade in Aarhus - very close to Magasin du Nord and Illum Bolighus - and opens in February.

CEO of Verpan Peter Frandsen finds it quite natural to start a new retail adventure in the capital of Jutland.

- Our entire team is based in Aarhus and Horsens and in the initial phase it is smartest to make it a place where the team is close by. When it is up and running, then it is natural to look at other cities. It's just easier to start in our own backyard, than in Berlin, he says to Wood-Supply.dk.

With the store Verpan expects to support its retailers, not stealing customers.

- We are not the first in the industry that have made it here, and we have seen what it has done for other brands. So we're not trying to compete with our retailers, but rather support them and we expect a positive spin-off for our other sales channels.

The expectation is simply to increase focus and attention to Verpan products to a degree which has a positive impact on sales in all stores where Verpan retails.

Peter Frandsen emphasizes that this won't be a showroom for professional contract customers.

- That's the reason why it can't be situated in a container at the harbour with no traffic. The location in the city centre is important to give us some knowledge and experience, and we will launch some more retail-oriented products.

Verner Panton (1926-1998) is remembered especially for images of spaces from around 1970, which he enveloped completely in colors like popping red and orange and radical forms. It made him known as a flamboyant anarchist and provocateur at the design stage.

And so he was, but that was only a very small part of his work, says Peter Frandsen.

- We're not doing a tribute to his 70's image, and people should not come in and expect a retro experience. Design-wise, he was broad, and that's what we want to showcase. We will also show that he didn't design for the elite. He had a wide range of products, which we haven't had the chance to show in the past, but here is the golden opportunity, says Peter Frandsen.
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