With its five floors of men’s and womenswear, the store is the largest specialist store in Copenhagen, and many of our old values are still alive today.

"We never buy products of poor quality. So it does not matter how cheaply such products can be bought. Regardless of price, a poor product will always be too expensive for our customers. When we sell things cheaply, they are always good products that for some reason have been discounted – never poor products that have been bought cheaply because of their lack of quality."

This is how Christian Troelstrup expressed it in 1938, and this remains the store’s basic ethos and key value today.