Nørre Farimagsgade 47, 1364 København
Censuum, the subscription-based retail-as-a-service platform has opened its first ‘department store of the future’ store in in Copenhagen. The concept offers a physical presence for a curated and changing collection of local and international ‘responsible’ brands, that are primarily available online. For many of these DTC brands, this is their first foray into physical retail.
The project is collaboration between Censuum and Danske Shoppingcentre, who own eighteen shopping centres across Denmark. The opening of the store demonstrates recognition of the value and importance of providing a physical space for DTC brands.
The 500m² store is located in the basement of an 19th century apartment building in the colourful and cosmopolitan Nørreport district of Copenhagen. Selling apparel, home, beauty, kids and food, Censuum also features a café with the additional outside seating helping to draw attention to the basement store concept.
The store doesn’t see itself as a distribution channel, rather an effective media channel to create brand awareness and to allow customers to experience the brand first-hand. The featured brands are supported with PR, content creation, advertising and events. The staffing of also forms a significant part of the customer experience, employed by Censuum, each brand is allocated staff members who are trained specialists in each brand or product.
Brands can enter at different levels, from simple table-top displays, wall and shop-in-shop solutions and Censuum uses a hybrid pricing of a fixed monthly fee and a percentage of sales, both of which make the concept highly accessible to brands of all sizes. The brands are also provided with the type of customer data that they are used to getting from their online stores.
Those that have been part of the concept to date, recognise the ‘halo effect’ of being part of Censuum, acknowledging that their presence in physical retail is boosting the brand and the conversion rate online, whilst also enabling them to build a stronger relationship with their consumers.
A second store has now opened in north Copenhagen suburb of Lyngby and further stores are planned.