Kristina Dam Studio is set to pursue a new strategic direction, pivoting from a consumer-focused model to targeting the contract furniture market. The Danish design brand, known for its "sculptural minimalism" approach, will now focus on supplying furniture, interiors, and lighting to businesses and professionals, including hotels, offices, and restaurants.
© Kristina Dam Studios
The shift follows Broste Copenhagen's decision to divest its 27% stake in Kristina Dam Studio. The move reflects differing strategies: while Broste Copenhagen will continue to prioritise private consumers, Kristina Dam Studio will focus on B2B growth.
The studio plans to expand its presence in key European markets, notably the UK and France, aligning with its brand's aesthetic and client base. Founder Kristina Dam stated the studio is "ready to meet the needs of a wider audience" without compromising its identity.
The new focus will centre on selected furniture categories such as tables and chairs. To support this shift, the studio is strengthening its sales and communications teams and will present a collection aligned with the new strategy during 3 Days of Design.
This long-term strategy is expected to drive growth and increase international brand visibility within the professional design community.
Source: www.wood-supply.dk