What does the next chapter of your brand look like?

“We introduced Audo Copenhagen in 2023 as a merger between Denmark’s Menu and By Lassen. A renaming can sound like a big change, but it wound up being part of our natural evolution. Ten years ago, Menu was focused on kitchen accessories. Gradually, we transformed it into a minimalist lifestyle brand. At first, everything was white and black steel. Now, since I have taken on my current role, we are adding a lot of warmth to interiors. Audo Copenhagen’s aesthetic philosophy is soft minimalism.”

“With my co-owner Antoine Bejui, I have gone through the archives to better understand what our predecessor wanted to do with this brand. We plan to maintain production here in France because it’s important in terms of sustainability and quality. But we’d also like to partner with contemporary designers and transition away from the industrial look and feel to make Tolix a global lifestyle authority. We need to introduce new materials. Coming from fashion, we will incorporate fabrics, leather and maybe even wood.”

OR: “We are introducing fewer collections now than we were in the ’80s — still being creative and supporting original ideas and products that define design culture, but without overproducing.”

AR: “It’s about scaling up by scaling down and making sure that sustainability is at the heart of production. Our 10-year goal is for carbon-neutral factories, and we’re investing R&D in green materials and re-using offcuts. In today’s generation, where everything has to be fast, it’s important to spend time getting things right.”