Our Copenhagen Diary

Another short but sweet trip to Copenhagen is complete, and we leave feeling excited for the season, inspired to change up our wardrobes, and still daydreaming about the cardamom buns, of course! Here’s everything we got up to…

Our Tuesday was spent exploring the summer edition of CIFF trade show, where our brands Edblad, Glas, Campomaggi, Meimeij, Bitte Kai Rand, and Day ET showcased their SS26 collections. The show had such a great energy and we were especially impressed by the experiential elements that showcasing brands were offering at their stands. {The Edblad-branded pick’n’mix station was probably our most visited spot.}

The excitement of the day was capped off with a gorgeous dinner with the Edblad team, celebrating the brand’s successful international expansion so far and looking forward to an even brighter future for the premium, Scandi jewellery brand.

On Wednesday, the team split up, with Caroline and Lucy heading off to the Day ET pop-up shop featuring a beautiful display of the new collection’s key pieces and an intimate Tarot reading for guests.

We couldn’t be more excited about this new brand at Oldstrom! Day ET adds an unmistakable polish to our accessories offering, with signature bags and functional designs that meet the moment, whether for work, travel, or everyday use.

Meeting with the teams from our international brands and taking the time to discover exciting new labels around the show are always major highlights of this trip - An invaluable few days for connection, inspiration and market research during the SS26 season!

SS26 AT OLDSTROM: A season defined by timeless, commercial, and high-quality design.

Introducing SS26 at Oldstrom Agency!

As we step into the SS26 season, Oldstrom remains committed to curating collections that inspire—and more importantly, support the evolving realities of today’s retail landscape.

Margins are tighter. Consumer behavior is shifting. The market is demanding more from all of us. In this climate, timeless, commercial, and high-quality design isn’t just appreciated—it’s essential.

SS26 is our response to that challenge:
✔️ Wearable, sellable collections with no compromise on style
✔️ A focus on purpose, longevity, and modern sensibility
✔️ Thoughtful additions to our brand portfolio

We’re proud to welcome three standout brands to the Oldstrom portfolio this season::
✨ MSCH COPENHAGEN – Elevated Scandinavian essentials with strong commercial appeal
👜 DAY ET – Refined, functional accessories for work, travel, and everyday life
🧺 STEAMERY – Premium garment care tools that champion sustainability and smarter consumption

MSCH COPENHAGEN

The Danish fashion brand rooted in feminine Scandinavian simplicity. Their design inspiration comes from the rich heritage of Nordic countries.

• Easy to wear, timeless, feminine coolness.

• High quality, Scandinavian simplicity

• Commercial collections with a sharp price point

DAY ET

The brand for people on the move, elevating everyday life.

Combining timeless Scandinavian design with a playful approach and attention to detail, Day ET creates products that blend functionality with effortless style – from bags and suitcases to travel accessories.

STEAMERY

Clothing care essentials designed in Scandinavia.

Steamery is on a mission to modernise the centuries-old tradition of textile care, by giving you the very best tools to love and care for your clothes and home textiles. Making them look like new, so that they can last much longer.

📖 Explore the full season in our SS26 Magazine: https://lnkd.in/dNp5kFja

From Copenhagen to Stockholm: Crafting SS26 the Oldstrom Way

Over the past three weeks, Team Oldstrom has been on the ground in Copenhagen and Stockholm, connecting with our exceptional brand partners as we gear up for the SS26 wholesale season. From energising collection reviews to meaningful, forward-looking conversations, this trip was a powerful reminder of why we’re passionate about this industry - especially now, as premium fashion reclaims its place with fresh vitality and creative intent.

Caroline, Beanie and Julie with Dea Kudibal

Our first stop in Stockholm brought us to the vibrant world of Caroline Svedbom. Renowned for her bold glamour and signature colour stories, the SS26 collection dazzles with statement jewellery that radiates joy, individuality, and strength. It’s a powerful celebration of self-expression through design. Next, we visited Edblad, where minimalism meets refined modernity. Their latest collection encapsulates the essence of Scandinavian design: simplicity, function, and timeless beauty, woven together with an effortless elegance

Then it was off to Copenhagen, where we were delighted to officially welcome MSCH Copenhagen to the Oldstrom brand family. Their energy was palpable, and their vision for SS26 feels both elevated and unmistakably current. Expect a curated offering of premium essentials, designed for today’s modern woman - sophisticated, versatile, and grounded in the spirit of Scandinavian minimalism.

We also had the pleasure of previewing the SS26 collection from Bitte Kai Rand, a masterclass in confident silhouettes, rich textures, and captivating colour palettes. It’s a thoughtful collection, designed with purpose and grace. To conclude the trip, we joined Dea Kudibal for a memorable dinner and collection presentation. We left truly inspired - not only by the poetic elegance of the pieces but also by the warmth and creative vision behind the brand.

Team Oldstrom returned energised and creatively charged. There is a new wave of optimism flowing through the world of premium fashion - a shift toward design with depth, clarity, and character. SS26 is shaping up to be one of our most exciting seasons yet!

Written by: Sinead Ormiston