Embark captures Scandinavian hearts

Clothing and accessories inspired by celebrity street dog Niko of Embark fame have crossed continents and time zones to capture Scandinavian hearts at a store belonging to one of Denmark’s well-known retailers.

The Petworld store at Tilst, one of 18 Petworld franchise stores in Jutland and on the island of Funen, now stocks clothing, jewellery and tokens from two Embark collections – Niko Rocks and Niko the Flirt – and reports brisk sales, prompting repeat orders.

The Embark label’s voyage to the land of the Vikings began when Danish visitor Jan Sorensen visited the ODEL store at Alexandra Place and took a liking to several items in the Embark range and the cause the brand supports, and thought it would capture the hearts of young fashion conscious shoppers in Denmark.

“This is an exciting development for Embark, which is a truly home-grown label and concept,” said Otara Gunewardene, founder and CEO of ODEL and Embark.

“European and Scandinavian consumers are extremely quality and fashion conscious, so the popularity of the brand in Denmark is truly inspiring. Most importantly, it helps spread the message of Embark, enabling us to do more to improve the lives of animals and people.”