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ILLUM

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ILLUM since 1891. Copenhagen residents could read the following in the newspaper on 3 March 1891: “On Tuesday 3 March, the undersigned will be opening a specialist shop for sewing and clothing articles as well as all essential dress accessories. We will supply the widest selection of everything relating to the trade. Goods will be sold for cash only.” Signed A.C. ILLUM, Østergade 55.

With his sharp eye for the fashions of the day, his business acumen and his extensive background knowledge of the trade, A.C. ILLUM opened a shop specialising in sewing and clothing articles in 1891. Despite the rent being the princely sum of DKK 6,000 a year and all the incredulous gossip from Copenhagen’s residents, A.C. ILLUM quickly proved all the gloomy predictions wrong. He had seen how people were moving into the city from the countryside and how the growing industry was providing them with employment. The population and capital grew, and the fine ladies of the city had all the time in the world to devote to the fashions and trends of the day. A.C. ILLUM’s strategy and business concept would become synonymous with ‘the best’ – the most sought after luxuries, high quality and service, all presented within an exclusive setting.

ILLUM grew steadily over the years and, in 1899, A.C. ILLUM bought the property on the opposite side of the street. Copenhagen’s first department store thus came into existence.

Employees

A.C. ILLUM was a pioneer in many ways. He was convinced of the connection between success and the value of modern management, personnel management, welfare and satisfied employees. Despite the long and busy working days, the employees felt like they were almost a family.

The tough years

ILLUM’s concentrated development continued through the war years. Despite a shortage of goods and the existence of rationing, the now deceased A.C. ILLUM’s son Svend ran the company in the same way, following the same principles: good service and a wide, varied range of products.

In the 1950s and 60s, people made the most of the booming economy. They began to buy houses and cars and moved out to the suburbs, where large shopping centres began to appear. ILLUM suddenly had competition, and it hit hard.

In the middle of the 1960s, ILLUM built an underground car park and carried out major renovations to tempt the now mobile customers back in to the centre of Copenhagen. Despite many measures to save the company, ILLUM was finally sold in 1972, after 81 years as a family-owned company.

ILLUM in rapid development

After having gone through a rather chaotic existence under several different owners, ILLUM was bought by the American investment bank Merrill Lynch in 2003. The new management managed to turn the tide and generate a solid profit using the framework of what ILLUM stood for and was valued for. In other words, high quality, luxury and good service.

In August 2005, ILLUM was bought by the Icelandic investment group I-Holding. Since then, ILLUM has continued its rapid development, and is currently Copenhagen’s largest lifestyle store, selling the best in Scandinavian and international design and fashion labels.

The story behind the swallows

ILLUM’s logo featuring two swallows is recognised by most people, although you might wonder why swallows were used. The answer is found in correspondence between two lovers: A.C. ILLUM and his fiancée Marie Andersen. A.C. actually asked Marie to marry him in a letter. At that time it was common practice to always have a small vignette in one corner of the paper. The vignette for the letter in which Marie accepted A.C.’s offer of marriage depicted two swallows flying past a network of telegraph wires, and A.C. decided to use the swallows for his company logo.

Important dates in ILLUM’s history

1891: ILLUM was founded by Anton Carl ILLUM

1938: Anton Carl ILLUM died and ownership of the company passed to the family

1972: ILLUM was bought by House of Fraser

1987: ILLUM returned to Danish ownership. Bought by Jyske Bank, Jens Jordan and Kay Wilhelmsen

1991: Th. Wessel & Vett (Magasin du Nord) bought ILLUM

2002: ILLUM becomes 100% concessionary department store

2003: ILLUM was bought by Merrill Lynch and Th. Wessel & Vett

2005: ILLUM was bought by the Icelandic Investors in I-Holding (later M-Holding)

2006-2007: Major renovations at ILLUM with the aim of repositioning the department store as the best lifestyle store in Scandinavia