Drm-Ldn, a playful Scandinavian accessories brand targeting the Gen Alpha and Gen Z audience, has opened its first international outpost in London‘s Neal Street in Covent Garden.
Designed as a retail hangout for teenagers, Drm-Ldn offers personalized accessories and jewelry at an affordable price point. Products include phone necklaces, AirPod cases, beaded bag charms, and backpack tags.
The brand was launched by Mikael Söderlindh, founder and former chief executive officer of Happy Socks, which was sold to Palamon Capital Partners in 2017.
“We’re beyond thrilled to bring Drm-Ldn to London, one of the world’s most dynamic fashion metropolises. This city has always been about pushing boundaries and celebrating individuality — values that are at the core of what we do,” said Söderlindh.
Söderlindh described Drm-Ldn as a retail experience that resonates across generations and appeals to a broad and diverse range of consumers.
“The design process was a collaborative journey between my daughter and me. We carefully curated each piece, drawing inspiration from both her generation’s preferences and my own aesthetic sensibilities,” he added.
In tandem with the launch of its Soho store, Drm-Ldn is also introducing its online store for the U.K.
The retail expansion is supported by CM Delta Group, a Euro-focused retail and wholesale distributor with clients including Gant, Barbour, Pandora, and Ralph Lauren.
The London store represents the beginning of an ambitious retail rollout for Drm-Ldn across 2025.
The brand said it plans to establish up to 20 new locations globally this year through franchises. With a 2.1 million pound annual turnover last year, the brand has eight stores across Sweden, Denmark and Finland.
According to Chris Stratos, owner and CEO of CM Delta Group, Drm-Ldn offers a unique retail concept and format with “incredible potential for in the British market.”
“Drm-Ldn isn’t just launching a flagship store, it’s laying the foundation for a needed high-street retail experience for a vibrant audience that wishes to be creative,” said Stratos, adding that he is in discussions with several major shopping centers to expand Drm-Ldn’s presence in the U.K.
