Emami Opens Flagship Store in Reykjavík Skip to content

Emami Opens Flagship Store in Reykjavík

By Iceland Review

Sisters Steinunn and Unnur Edda Gardarsdóttir opened a store on Laugavegur 66 in 101 Reykjavík last weekend for their fashion label Emami. The label started with one multi-use dress in 2007 but now Emami clothing is sold in 130 stores in 26 countries.

From Laugavegur. Copyright: Icelandic Photo Agency.

The adventure began when the sisters were traveling the world in 2007, looking for designs to market in Iceland. “We met a girl in Israel who we asked to design four multifunctional clothing items based on our ideas,” Steinunn told Morgunbladid.

“At Christmas 2007 we rented a booth in Kringlan [shopping mall] and then everything got started. We sold the four multifunctional dresses by the Israeli girl and one of them became a huge hit, the famous Emami-dress. So we stopped selling the other three and focused on the one dress, which we managed to sell in various places,” she explained.

Steinunn’s fiancé, Brynjar Ingólfsson, joined the business in summer 2008 and this fall, Emami released its first collection. “Based on the Emami-dress we started designing our own collection […], clothing that can be changed in many ways so from one piece of clothing you can have up to 20 different styles,” she said.

The sisters are not educated as fashion designers but say they have always been full of ideas. Their new collection was inspired from their travels.

“Because we travel so much it is good just to have one piece of clothing that you can use in many ways and thus reduce the volume of the luggage. Modern girls are always on the go but still want to look stylish,” Unnur stated.

The goal is to release two collections per year and the next one will hit the stores in April or May 2010. The current collection and videos on how to change the clothing items can be seen on the fashion label’s website, emami.dk.

Sign up for our weekly newsletter

Get news from Iceland, photos, and in-depth stories delivered to your inbox every week!

* indicates required

Subscribe to Iceland Review

In-depth stories and high-quality photography showcasing life in Iceland!