{"id":29230,"date":"2026-05-09T07:33:43","date_gmt":"2026-05-09T07:33:43","guid":{"rendered":"https:\/\/hunthow.com\/?p=29230"},"modified":"2026-05-09T07:33:43","modified_gmt":"2026-05-09T07:33:43","slug":"the-scoop-with-teklas-kristoffer-juhl-on-why-the-home-is-the-new-luxury","status":"publish","type":"post","link":"https:\/\/hunthow.com\/?p=29230","title":{"rendered":"The Scoop with Tekla\u2019s Kristoffer Juhl: On Why the Home Is the New Luxury"},"content":{"rendered":"


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Welcome to the Scoop<\/a>: a weekly email series in which I quiz fashion insiders on the stories of the week. This will be a way for the Vogue Business community to synthesize and reflect on the latest headlines and get a little inside scoop every Friday.<\/em><\/p>\n

This week\u2019s Scoop is a cozy one, just in time for an easy weekend following the Met Gala and Europe\u2019s May bank holidays. Kristoffer Juhl is the co-founder and managing director of Danish homeware brand Tekla, which you will know if you follow quiet luxury influencers on Instagram.<\/p>\n

Kristoffer was in London this week for a board meeting and to launch the latest Tekla collection of twill pajamas. I know very little about homeware (a growing category, indeed<\/a>), so I thought it was a good opportunity to educate myself with a chat.<\/p>\n

Hi Kris, what\u2019s the scoop?<\/strong><\/p>\n

I\u2019m in London currently to celebrate the launch of our twill collection. We just had a lovely event in-store with our community, where we traced the history of in-home clothing and the role it plays in people\u2019s closets.<\/p>\n

Are community-driven events part of your usual rollouts?<\/strong><\/p>\n

When people feel like they have learned something, it\u2019s been a successful event. The London store, though, has only been open since December, so we try to test out different formats when it comes to engaging with our audience here.<\/p>\n

Why twill?<\/strong><\/p>\n

Poplin has been a hero quality of ours \u2014 it makes for sturdier sleepwear. A few years back, we launched satin too, which trades very beautifully but is also heavy. So we were looking for something lighter for the warmer months. I think twill is by far the most comfortable of the three qualities we have in the sleepwear range.<\/p>\n

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Tekla has just launched its first twill pajama collection.<\/p>\n

<\/span>Photo: Courtesy of Tekla<\/span><\/div>\n<\/figure>\n

How do you know when it\u2019s the right moment to expand your categories?<\/strong><\/p>\n

We are not a trend-driven business. Most of our offering is for within the home, so expanding on a category is not a leap where you leave everything behind and rush to get the next thing done. Usually, a product has been in development for years, or at least a very long time. The twill we launched this morning was in development for quite a while. A lot of work went into the quality and the detailing, so that when we put something out, it\u2019s here to stay.<\/p>\n

How often do you bring a new product or category to market?<\/strong><\/p>\n<\/div>\n


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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Welcome to the Scoop: a weekly email series in which I quiz fashion insiders on the stories of the week. This will be a way for the Vogue Business community to synthesize and reflect on the latest headlines and get…<\/p>\n","protected":false},"author":1,"featured_media":29231,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-29230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"_links":{"self":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/29230","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=29230"}],"version-history":[{"count":0,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/29230\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/media\/29231"}],"wp:attachment":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=29230"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=29230"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=29230"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}