Ole & Steen - Lagkagehuset

“New York City is a melting pot of many different cultures, and we dreamed of bringing our Danish culture and traditions to one of the greatest cities in the world and educating our US customers on Danish ways.”

Ellis Rowan aided the strategic development and rollout of the brand’s U.S. expansion, aligning concept, real estate strategy, positioning and operations to suit a new and highly competitive market. Our work focused on translating the essence of the original brand while adapting it for scale, local relevance and commercial performance. From early strategic direction through to execution, we provided clarity, structure and guidance to support confident decision-making and long-term growth.

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YOY growth in first 3 years

$ 0 m+

in market revenue

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YOY transaction growth in first 3 years

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growth in customer loyalty sign-ups during rollout

Strategic Clarity

A clear strategic framework aligned brand, experience and operations — giving every decision direction and purpose from day one.

Market-Ready Execution

By adapting the concept for local relevance without compromising identity, the brand entered the U.S. market with confidence and consistency.

Scalable Growth

Strategy-led planning reduced risk and created a foundation for sustainable expansion, supporting long-term commercial performance.

“Our role was to help translate a much-loved Scandinavian brand into a new market without losing its soul. We developed the strategic framework that aligned brand, guest experience and operations — giving the team clarity, confidence and a clear path to scale in the U.S.”