Saks Potts ends its journey, leaving behind a strong financial year and a lasting legacy
Key Takeaways
• Copenhagen-based Saks Potts, led by founders Cathrine Saks and Barbara Potts, will close in spring 2025.
• The decision was not financially driven; the brand achieved consistent 25% annual sales growth and is experiencing its strongest financial year to date.
• Saks Potts cited creative evolution and a desire for new chapters as reasons for the closure, marking the end of its journey with the current pre-spring and spring 2025 collections.
• Direct-to-consumer sales have surged, despite challenges in wholesale and the closure of MatchesFashion, a key stockist.
Saks Potts to Close in 2025, Ending a Decade-Long Journey
Copenhagen-based Saks Potts, known for its distinctive outerwear and Scandi-cool aesthetic, will officially close in spring 2025, marking the end of a decade-long legacy. Founders Cathrine Saks and Barbara Potts, who launched the brand as teenagers in 2014, announced their decision citing creative aspirations rather than financial struggles.
After 10 years of a lot of hard work, we want to take some time to empower ourselves and think about what to do next,” said Saks. “We don’t know if it will be something we do together or separately, but we’re excited to share more when we can.”
Despite the challenges faced by independent fashion brands globally, Saks Potts has maintained strong financial health, recording consistent 25% annual growth and projecting its strongest financial year yet in 2024. Direct-to-consumer sales have been a particular bright spot, with revenue from its Copenhagen store up 80% and e-commerce sales rising 50% in the last year.
A Brand Defined by Creativity and Community
Since its inception, Saks Potts has been celebrated for its blend of chic practicality and bold design, most famously embodied in its Foxy coat with fur cuffs—a staple for global fashion icons like Bella Hadid and Kendall Jenner. The brand has evolved stylistically over the years, moving from vibrant Y2K-inspired palettes to a more subdued and neutral aesthetic.
Beyond its products, Saks Potts built a community-centered ethos. The brand celebrated its 10-year milestone last summer with an intimate dinner at the Swiss Embassy in Copenhagen, surrounded by friends, fellow designers, and longtime supporters. The event’s grand finale featured the symbolic burning of a “Saks Potts” sign overlooking the waterfront, an unintentional nod to its eventual closure.
Navigating a Shifting Fashion Landscape
While Saks Potts thrived on direct-to-consumer channels, the broader industry headwinds played a role in the founders’ decision. Wholesale challenges, including the closure of MatchesFashion—a significant stockist—have highlighted the difficulties faced by independent brands.
The founders also reflected on the personal attachment to their business, tied to their own last names. “If the business had a different name, it might have been a different story, but it is really because it’s our last names,” said Potts.
The spring 2025 collection will be the final release for Saks Potts, marking the conclusion of a decade that not only shaped the brand but also strengthened Copenhagen’s growing reputation as a global fashion hub.
