With an international store debut in London, Copenhagen-based home textile brand Tekla, known for its minimalist chic bedding products, is looking beyond the bedroom.

Its new flagship, due to open in late November on Marylebone High Street, marks a turning point for the label, as it aims to move from niche bedding brand to a home lifestyle company.

While Tekla already sells sleepwear, bathrobes and other home accessories such as socks, slippers and sleep masks, it is broadening its apparel offerings and expanding into apothecary products. The ambition is to establish what founder and CEO Kristoffer Juhl calls “the modern wardrobe for the home.”

“It’s not going to be easy,” he said, acknowledging that clothing and apothecary are more competitive than the brand’s core business of bedding and bath. Still, “we think we have a relevant point of view… And we think we can develop amazing products that people will love, whether it’s for the home, traveling or commuting,” he said.

The new flagship opening follows years of disciplined, self-funded growth for Tekla.

Founded in 2017, the brand built a cult following around its tactile cotton bedding, percale sheets and plush bath towels, bringing Scandinavian minimalism and a layer of curation to a category long dominated by traditional options. It has been profitable since 2019, leveraging its independence to expand slowly and deliberately.

“Because we’re independent, we can say no,” Juhl said. “We don’t have private equity breathing down our neck. That patience has been key.”

Tekla is expected to generate €25 million ($28.8 million) in revenue this year, with 65 percent of sales coming directly from its e-commerce channels, led by the US market. But the London store opening kicks off a three-year plan to double sales to €50 million by 2028, with a retail-led strategy that will see new flagships in New York, Seoul, Tokyo, Los Angeles, and Paris, supported by operational “hubs” in each region.

“Retail is our next unexplored territory,” Juhl said. “It’s the best way to present the brand and deliver the level of service we believe our products deserve.”

While bedding and bath still account for more than 80 percent of sales, Juhl said the brand will roll out new apparel items, like cashmere tops, hoodies, tanks and sweaters in the coming months.

“We’re not doing activewear. What we make is about intimacy and comfort,” said Juhl. “The goal is to expand Tekla’s core categories without diluting its identity,” he added. “People curate their homes; we believe they’ll want to curate their comfort wardrobe in the same way.”

The London store will have dedicated sections for both home textiles and clothing, setting the foundation for future apparel growth next year.

While other homeware labels that surged during the pandemic have struggled to sustain momentum, Tekla has maintained an average triple-digit year-on-year growth.

“We’ve always been creativity-first,” Juhl said, attributing the company’s success to a focus on authenticity and consistency, rather than hype. “People come for the brand, and they stay for the product.”

Going forward Tekla’s aim is to widen its global retail footprint instead of expanding in one new market. Juhl said, adding that New York is the natural next step for retail presence after London.

“We’re now operating at a scale where we can open stores in the greatest cities of the world, and do it on our own terms,” he said.