Our Parisian fairytale is now live - welcome our store at Printemps, the iconic department store located on the grand Boulevard Haussmann. Our Autumn collection is in, and can't wait to meet families in Paris with a flair for Scandi style and adventure-proof apparel.
This marks the exciting adventure Wheat is on: bringing Scandinavian kids wear with high standards to Europe and beyond. For 25 years we have been on this quest to dress kids for all life's big and small adventures - through all seasons, occasions, and weathers.
Danish design, dressed for Paris
It's a small store with a big ambition: bringing Wheat's signature design, playful hand-drawn prints, and functional, made-to-play clothing to a city where the time-honored art of dressing is celebrated like no other.
The interior was developed together with Danish design studio Studio Force Majeure, who also shaped our flagship store in Copenhagen. The brief was simple to say and harder to do: keep it Wheat.
"It's about taking a Danish design icon and turning it into an international brand — without losing the DNA that makes Wheat Wheat," says Thomas Frederiksen, CEO and co-owner of Wheat. "Quality, functionality and a Scandinavian design language should be recognisable whether you encounter us in Østerbro or in the heart of Paris."
Expect Wheat's soothing colour palette, warmth and playfulness — sprinkled with the magic of Paris!
Find us in the children's department on the fifth floor - Á bientôt :)