Line Markvardsen has created a feminine brand with a focus on colour and the power to express your inner strength and joy of life. Edith & Ella clothing, shoes and bags empower the modern woman to interact with her surroundings in a positive and colourful way.
Edith & Ella was founded in 2004 and is now sold in more than 15 countries worldwide.
Designer, Line Markvardsen, decided to launch Edith & Ella in the spring of 2004. She felt there was a gap in the market for something more colourful and joyful.
Line Markvardsen strongly believed there was a need for a feminine brand with a focus on colour and the power to express your inner strength and joy of life. The brand should encompass clothing, shoes and bags that would enable women to interact with their surroundings in a positive and colourful way.
Already after attending her first fair, Line Markvardsen knew that Edith & Ella would sell well. So she decided to go on the road and sell the brand herself, as a way of getting to know the market and the end-consumer better.
Edith & Ella soon found its way to cities across Denmark; and appointed salespeople from Germany, Holland, Belgium, France and Spain succeeded in distributing the brand to some of the best shops in Europe.
After operating as a wholesale brand for 18 months, Edith & Ella opened a small flagship store in Copenhagen. The brand also relocated to Copenhagen to secure more international exposure and immerse itself in the trend-setting capital. The shop was a success, and, in 2009, Edith & Ella was able to move its store to a bigger and highly coveted location in the very heart of Copenhagen.
Edith & Ella is now sold in more than 15 countries worldwide and continues to focus on developing a brand befitting the modern woman and helping her to express herself to the fullest.