What: Magasin du Nord strengthens its portfolio by taking majority ownership of MessyWeekend, aiming to drive global expansion and Gen Z engagement.

Why it is important: The acquisition highlights how department stores are evolving into brand accelerators, combining investment with operational support to scale emerging brands.

Magasin du Nord’s majority acquisition of MessyWeekend marks a pivotal step in its transformation from a traditional department store into a dynamic brand accelerator. By securing a 60% stake in the Copenhagen-based eyewear brand, Magasin is reinforcing its strategy to nurture Danish brands with international ambitions, leveraging its retail expertise and infrastructure to unlock new growth opportunities. MessyWeekend’s rapid ascent, driven by a sharp design ethos and a strong Gen Z focus, has already resulted in significant wholesale agreements and a doubling of its global retail presence. The partnership is set to accelerate the brand’s international expansion, particularly in the wholesale channel, while also supporting its house of brands strategy and entry into new markets such as Asia. This move follows Magasin’s recent acquisitions of other Danish brands, reflecting a broader shift in retail where department stores are investing directly in promising labels to drive diversification, innovation, and sustained growth.

IADS Notes:

Magasin du Nord’s strategy of acquiring and accelerating Danish brands, as seen in its investments in BLID Care, Relevant, and Bitte Kai Rand in February and July 2025, has been validated by strong financial results, including doubled profits and a DKK 3 billion turnover in 2024. The focus on Gen Z and personalized retail experiences aligns with trends identified in November 2024 and February 2025, confirming that brand portfolio development and digital engagement are now central to retail success.

Magasin du Nord now owns 60% of eyewear brand MessyWeekend