Voices
Brand Success Stories… MarMar Copenhagen 
The kid’s market is evolving, with more and more brands expanding their collections to cover a range of needs. From clothing to accessories, bedding to storage, brands are meeting the needs and wants for daily life with children. One of the leaders in this approach of offering both fashion and lifestyle products is MarMar Copenhagen. We spoke with their founder, Marlene, to learn about the brand’s history and inspiration. Let’s discover the beautiful world of MarMar Copenhagen!
MarMar Copenhagen is a Danish brand founded 16 years ago by Marlene Holmboe with a very clear aim in mind. She wanted to design long-lasting, high quality clothes for kids that can be worn, loved, passed on, and that outlast any fashion season. Since the beginning, their designs have prioritized great fit, beautiful colors and prints, and premium fabrics. They have always been free of harmful chemicals, with 70-75% of the collections being made in and close to Europe. The name “MarMar Copenhagen” is a tribute to Marlene’s family. Her sister’s name is Maria and her brother is Martin, so the name acts as a tribute to the bond between siblings. As for Copenhagen, this came about naturally because that is where the brand is based!
MarMar has been built on the idea of offering a complete wardrobe. They have always wanted families to be able to find everything they need within their collections, from the best basics to festive occasionwear. They started with clothing for babies and kids, which included their best basics in Modal and their Leo print.
MarMar has continued to expand their offer over the years for two main reasons. Some products have been added because their customers asked for them. The simple fact MarMar’s materials are perfect for more products has also driven their expansion. For example, their soft Modal fabric is also ideal for newborns. Their approach to thoughtful design naturally extended into their home goods range as well. It includes everything from teethers to bedding, changing cushions to mobiles, and so much more. Marlene also loves the variety of expanding into other product categories. “The textures, the different uses, the unexpected combinations… I want each collection to feel like a little adventure,” she told us. They’ve found that when customers love MarMar Copenhagen, they don’t just want to wear it; they want to live in it, too!
Since their very first collection, MarMar has focused on high quality kidswear that can be worn time and again. They want to create outfits that become the favorites of children of all ages, and that look as great as they feel. The brand is less about trends, instead focusing on collections that harmonize in style and quality. This way, what their customers bought two summers ago can still be paired beautifully with their current collection. It is important for them to offer products that uphold their values of buying fewer, long-lasting items that can be passed on when kids outgrow them. It’s great for children’s wardrobes, good for parents’ wallets, and better for the environment. Across all product categories, MarMar Copenhagen wants to make something their customers will keep and use for a long time.
Image from MarMar Copenhagen’s AW24-25 collectionWhile the bestselling products vary across their different markets, MarMar’s basics are loved worldwide! Their basics make up the backbone of what they do. By being less trend-driven and more focused on timelessness also works really well for them. They find it inspiring to see how their diverse retailers and customers can all find what they need within MarMar Copenhagen collections. For most families, their relationship with MarMar begins with their newborn range. Then, as their children continue to grow, many keep wearing MarMar Copenhagen.
When they start working on a new collection, the MarMar team begins with what colors their Modal basics will be. These strong solids set the tone for the rest of the collection. Within their wardrobe concept, everything is interconnected. This allows for easy mixing and matching across the collection, as well as with previous and future ones. When designing, they keep the needs of the children of all ages that will wear their products at the forefront. At MarMar, there is a strong focus on the best fits, highest quality materials, and versatile designs. Their goal is to offer a full range of colors and styles, from gentle neutrals to bold, standout shades.
Image from MarMar Copenhagen’s SS24 Home collectionMarlene and her team always keep an open mind. They are never opposed to the idea of adding new items to their collections if and when timing is right. But their focus is always first and foremost on creating long-lasting products. Among their current offering, they have several top products no family can miss! Their newborn boxes make great gifts for new babies, with pairings of bodystockings, pants, rompers, hats, and baby blankets. New parents will love these basics, and the soft materials will keep babies comfortable as they grow. Kids of all ages are sure to find their favorite colors to mix and match among the range of Modal bodysuits and tees at MarMar. And anything in their collections can be paired with their Leo leggings in their original brown leopard print and a cozy thermal jacket!
Creating each collection is about finding balance and making each piece and print shine. Prints have always been a part of MarMar Copenhagen’s collections, and they have continued to expand into a wide variety of designs. From florals to abstract patterns, geometric shapes to quirky motifs, all of their prints are designed in-house by their design team.
Marlene draws inspiration for MarMar’s prints and collections from a variety of sources. Old movies and books, vintage clothing, art, and interior design all inspire her. “I also have a habit of taking photos of my TV when watching or re-watching old movies – there are plenty of shots from Jean de Florette!” Marlene told us. Traveling is another great source of inspiration for her, with France acting as another major influence for their collections thanks to her second home at the foot of Mont Ventoux.
For their Autumn-Winter 2025-26 collection, their inspiration all started with an old piece of fabric. It’s a very magical, whimsical fabric, which has transformed into MarMar Copenhagen’s Japanese flowers print, which you can keep an eye out for in August 2025. They also found inspiration in autumn itself, with its rich, earthy tones, soft pastels and neutrals, and a few vibrant pops of color. MarMar is focused on luxurious textures and thoughtfully crafted designs that are both practical and sophisticated. As always, they want to present a collection that is designed to endure. This reflects MarMar’s commitment to quality, comfort, and long-lasting kid’s fashion.
For their holiday collection this year, get ready for their favorite blend of festive party pieces and traditional Scandinavian Christmas style. Marlene says you can also keep an eye out for a very special tulle dress… she’s sure you’ll know it when you see it!
Right now at MarMar Copenhagen, they’re also very excited to relaunch their Modal essentials. It will be a 2.0 version of the world’s best basics! Their Modal products will now be made with an even finer yarn and elastane in every piece, ensuring a longer-lasting fit. They’ve developed these pieces with their longtime friends and production partners in Turkey, who they’ve worked with since their very first collection.
In addition to this exciting news, Marlene shared with us that they will be launching an exclusive collaboration with The Moomins! For those unfamiliar with them, they are the charming, whimsical white trolls created by Finnish illustrator and author Tove Jansson. This collaboration will be released as part of MarMar’s Spring Outerwear collection in early February, 2025!
Image from the MarMar Copenhagen and The Moomins collaborationAs for MarMar Copenhagen’s relationship with Playtime, it’s their favorite kind: important and long-term! They first participated at the trade show in January 2013. It was a pivotal gateway to the world for them, and still is. With the winter edition of Playtime Paris coming up January 25-27, Marlene and her team are looking forward to meeting new and existing customers. They also can’t wait to spend a few days with the best kidswear brands from Europe and around the world. The team is really looking forward to the event, thanks to the good company and positive vibes!
Image from MarMar Copenhagen’s SS24 newborn collection
The MarMar Copenhagen team is also really excited to be dressing the Playtime team at the show this season, and we are too! Thank you so much to Marlene for taking the time to share the story of MarMar with us. We loved learning about their creative process, why they offer such a range of product categories, and how they meet the needs of the modern family.
We can’t wait to see them at Playtime Paris this winter, and are sure you can’t either! Buyers can click here to get their pass to The Big Small Show, where they’ll find the latest collection from MarMar Copenhagen and hundreds of other brands.
