Saks Potts, the celebrated womenswear label from Copenhagen, has announced its impending closure in spring 2025, marking the end of an impressive ten-year journey. Founded by childhood friends Cathrine Saks and Barbara Potts when they were just 19 and 20 years old, the brand has carved a niche in the fashion industry with its bold designs and innovative outerwear.
Despite the challenging landscape for independent brands, characterized by rising costs and fluctuating consumer spending, Saks Potts has thrived financially. The label has reported consistent annual sales growth of 25% since its inception in 2014, with 2024 projected to be its most successful year yet. This decision to close is not rooted in financial distress but rather a desire for personal reinvention and new creative pursuits.
The duo gained recognition for their standout pieces, particularly the shearling-trimmed Foxy coat, which transitioned away from fur in 2022 to align with evolving consumer values. Over the years, they have adapted their aesthetic from vibrant Y2K colours to a more neutral palette while expanding their product range. Currently employing 15 people and partnering with nearly 50 stockists globally, Saks Potts has become a staple in contemporary womenswear.
While there were discussions about potential sales or investment opportunities, the founders ultimately chose to maintain control over their brand’s narrative and design direction. The fashion industry remains tough, especially in wholesale markets, highlighted by the loss of significant stockists like Matches. However, direct-to-consumer sales have surged, with an 80% increase in their Copenhagen store and a 50% rise in e-commerce sales over the past year.
As Saks Potts prepares to release its final collections—pre-spring and spring 2025—the founders reflect on their decade-long journey with gratitude. They emphasize the importance of concluding on a high note while expressing excitement for future endeavours. With plans to take time for personal growth and exploration, Saks and Potts are poised to embark on new adventures beyond the brand that defined their twenties.
