Les Deux is moving at a breakneck pace. With a “savannah of gazelles,” they have succeeded in cultivating a culture where camaraderie and a winning mentality go hand in hand, and where the focus on people, creativity, and well-being forms the foundation of a true people-centric business. At the same time, they are racing ahead in foreign markets with great success, confidence, and an ambition rarely seen.
Les Deux is a story of belief in the power of community, relentless drive, and a passion for winning. The Copenhagen-based company was founded in 2011 by Andreas von der Heide, with childhood friend Kristoffer Haapanen joining shortly after as co-owner and CEO. Les Deux’s first product – a white T-shirt with hand-sewn military patches – symbolizes the vision of two opposites coming together. Hence the name Les Deux, which means “the two” in French.
From humble beginnings, Les Deux has evolved into an international fashion brand with over 100 employees and a strong global presence. The community – their core following – is the brand’s greatest strength and the foundation of its success. The company is headquartered in the old Tap1 building on Refshaleøen, Copenhagen. Their 2,500-square-meter office features an indoor basketball court, a gym, a marble wine and coffee bar, and Scandinavian-inspired interiors with Danish design furniture. Les Deux’s HQ reflects their values, blending creative and social spaces that foster energy and cohesion.
Les Deux is firing on all cylinders. Their latest financial report shows a profit of nearly 43 million DKK, gross earnings of 93.2 million DKK, and equity that has grown to approximately 82 million DKK. They have recently invested in international expansion, including shop-in-shops in KaDeWe and Galeries Lafayette, showrooms in major cities, local subsidiaries, and optimized logistics and warehousing. The upcoming financial report is expected to show double-digit growth in both top and bottom lines. In the summer of 2021, the Swedish investment firm Röko acquired 56% of Les Deux for a nine-figure sum, while the remaining shares are held by Andreas von der Heide and Kristoffer Haapanen.
It’s hard to keep up from the sidelines. So, let’s start by asking Andreas von der Heide: what is currently your main focus?
“My focus is on the team – more than ever. Les Deux is driven by 120 incredibly dedicated employees. My focus is on being present. As the team grows, there’s a greater need for leadership presence. For instance, we’ve launched a middle-management program for young leaders at Les Deux who may not have the experience yet but certainly have the ambition. We’ve also had an in-house mental coach for six years now. We don’t do it to be trendy – we just do things our way. We’ve always done what we personally enjoy,” says Andreas von der Heide, who holds a law degree.
Les Deux’s unique approach is rooted in fundamental principles that no one is bigger than the team. Together, they strive to win and constantly improve.
Recognition
Last summer, Euroman published a feature after following Les Deux for six months. The article highlighted “Les Deux’s fashion millions on their own terms,” zooming in on the brand’s international mega-success. It also portrayed a brand still awaiting ultimate victory in Denmark.
In the article, your creative director, Mathias H. Jensen, said that Les Deux is not part of the “elite” of the Danish fashion industry. How do you feel about that?
“I don’t care. Honestly, I think we’ve succeeded in our home market. But I’d rather get recognition from my family and colleagues than applause from the industry. I read Emma Holten’s book Underskud, where she discusses the conditions under which we make money. She highlights nuances: how many stress-related absences have we had? Do we offer good parental leave? She talks about all the things we take for granted, undervalue, and lose when we don’t measure their worth. Over 14 years, we’ve had only two stress-related absences. A new initiative for us is supporting colleagues when personal challenges arise, such as a divorce. We know that people often face stress when their personal lives change, coupled with high work expectations. We need to take extra good care of them. Ultimately, Les Deux is built on incredibly dedicated people. We’re a team that goes all in, and we need that to succeed,” Andreas von der Heide explains before pausing briefly.
Les Deux is often associated with the word “success” in media coverage. Do you feel Les Deux is synonymous with success in your eyes?
“We came from nothing and had a lot to learn. But we’ve always said we needed to be profitable. Just look at our beginnings: we bought 300 T-shirts and sold 300 T-shirts. Once they were sold, we could afford the next batch. It’s all built on solid principles.
Many people, once they reach a certain size, would rather build a cool brand – probably because the commercial side isn’t as glamorous. One of our strengths is having people who understand the business side and others who excel at internationalization. But for many years, it was about survival every single day.
We never gave up. We reflected on what went wrong and worked tirelessly. There were many sacrifices along the way – personally, too. But I’m curious about optimization in every sense, both professionally and personally.
Today, we’re a team of highly motivated workhorses, but we constantly have to find solutions because this market is incredibly challenging.”
What measures do you see as crucial for navigating 2025 successfully?
“‘Adapt or die’ is very much my approach. You’re dealt your cards, and then you play them as best you can. In the industry, this means adapting to the situation and understanding your product’s place in the market.
In tough times, you must stick to the fundamental principles that work. It can be hard to see opportunities, but we can’t let ourselves spiral into negativity. Stop focusing on doom and gloom; instead, take responsibility. That creates opportunities.
The fashion industry is fiercely competitive. It can leave a bloody trail behind. But it comes back to presence and engagement. Why did Apple, Lego, and Maersk become so big? Their founders stayed with the company – the culture and DNA live on in every corner of the business. What the company was born with is still there.
I also want to stay with Les Deux for the rest of my life. I believe we can create one of the world’s largest fashion brands. We’re privileged to have built something where we dare to question whether we’ve made the right choices – and then find a way forward from there.”
