After 14 years of growth and momentum, Pia and Chris Coster – the couple behind Coster Copenhagen – have chosen to simplify and return to their original dream. “It had become too much. Our dream isn’t to be the biggest – it’s to be able to breathe and have the energy to be present. Now we’re doing things in a simple and honest way.”

Something has shifted at Coster Copenhagen. Not just in the collection or within a single department, but in the overall approach and vision behind the brand. After nearly 14 years at the helm, founders Pia and Chris Coster paused to reflect:

“Are we still true to what we started?” they asked themselves. That question became the starting point for a new version of Coster Copenhagen – one with more focus, presence, and a simplified structure. It’s not just about cutting to the bone, but about cutting to the heart:

“We want to enjoy what we do each day and bring positive energy to the team – not just keep pushing forward. It’s about gathering around what we do best and putting more heart and care into it,” says Pia Coster, Co-founder and Creative Director at Coster Copenhagen.

Together with Chris Coster, who comes from a tech background, she has built the company as a family-run business, shaped by personality and warmth.

“The more complex you make a company, the more distance you create from the customer. We’d rather have the headspace to get closer – to the customers and to each other within the business. The ambitions haven’t diminished; they’ve simply been redefined,” adds Chris Coster.

One Brand with More Heart
The result is a new structure where CC Heart and Coster Copenhagen merge into a single brand: Coster Copenhagen. Under this umbrella, Coster Heart will represent simple silhouettes and clean lines. CC Heart’s original vision continues under this new name, with familiar items – like their signature T-shirts – now available in a broader colour range. Coster Copenhagen remains the lifestyle brand with that little extra – the playful and the unexpected.

“Trends and the times show that we all long for a simpler life. So it makes sense to unify our brands and create a stronger, more focused universe,” Pia explains, adding:

“In a way, I’m returning to my roots. I’ve been in the industry for 30 years, and now I’m close to the design process again, which I love. It’s been a revelation for us – by cutting to the core, we’ve found better energy. We believe that the simpler things are, the more room we have to do what we’re good at.”

More Presence, Stronger Community
Their decision is rooted in a deep reflection on how they want to run the company. Several functions have been outsourced. The design department has been streamlined. They focus on automation and digitalisation rather than hiring more staff. And the number of suppliers has been halved – now limited to trusted, long-term partners:

“We’ve let go of a lot. We realised we’d added too much noise over the years. But this has given us space. More energy. And an organisation where everyone is closer to the core tasks,” says Chris.

The new approach also means learning to say no – to opportunities, to growth for growth’s sake, and to unnecessary processes and distractions:

“It had all become too much. We’d lost focus on the product itself. Now we’re doing it simply and honestly. We’re going back to what we love – one brand with a focus on the raw and sporty, with a feminine touch. And those little extras, like a playful detail or a beautiful button,” says Pia.

Even though Coster Copenhagen now distributes across most of Europe, Australia, and Canada, global expansion is not the goal. It’s about building a healthy, meaningful company:

“Our dream isn’t to be the biggest. It’s to be able to breathe – to have the energy to be present with our customers, with each other, and with the product,” Chris says.

The partnership between Pia and Chris is based on trust and mutual respect. They bring different strengths to the table and use them consciously. Pia creates ideas, and Chris ensures quality. Employees describe a strong family feeling, where warmth and closeness are part of everyday life – just like when they started the business from their living room. The new direction at Coster Copenhagen is now guided by focus, simplicity, and joy:

“We’ve made some big decisions. The new journey has begun, and we know where we’re going. We’re returning to our original dream – and it feels right,” Chris concludes.