Bundgaard Rebrand: Danish Heritage Meets Modern Design

We recently connected with Majbrit Weidemann, Managing Director of Danish shoe brand Bundgaard to learn more about the label’s fascinating rebrand.

With a clear vision for future, Majbrit is drawing on the brand’s 140 year heritage – exploring its archives to reimagining some of their classic designs into modern, relevant footwear for today’s children. With experience, care and a deep respect for Bundgaard’s legacy she’s committed to introducing this beloved Danish brand to a new generation of parents from the world over.

With over a century of heritage, how did you approach modernising the brand while honouring its roots during the rebranding process? Were there specific archive designs that especially inspired the new collection?

Our rebranding was guided by respect for our 120-year heritage and the responsibility that comes with it. We went back to the archives to understand not just the designs, but the philosophy behind them: shoes created with precision, durability, and freedom of movement for children. These values remain unchanged. Several archive silhouettes, particularly our early beginner shoes and classic shoes, became important touchpoints. They reminded us that simplicity, balance and functionality have always been at the heart of Bundgaard. Modernising the brand has been about refining these qualities, not reinventing them.

"The archives give us authenticity, but relevance comes from context. We never copy, we reinterpret."

Majbrit Weidemann
Managing Director, Bundgaard

What vision did you bring in your role as Managing Director to the brand when stepping in two years ago and how has that influenced both product & identity? 

Two years ago, I joined Bundgaard as CMO with the ambition to strengthen our brand positioning and international outlook. That journey has now led me to step into the role of Managing Director as of 1 August 2025. From the beginning, my vision has been to elevate Bundgaard by refining both product and identity: ensuring that every design reflects the balance between heritage and modern functionality, and that our communication mirrors our premium positioning. This approach has clarified who we are. A brand loved by children for generations, grounded in craftsmanship, and committed to category leadership.

Diving into the archives for design inspiration is an interesting move – how do you ensure these historic elements feel fresh and relevant to today’s consumer?

The archives give us authenticity, but relevance comes from context. We never copy; we reinterpret. Proportions, materials, and functions are adapted to modern expectations with lighter soles, more flexible constructions and sustainable materials. In this way, the design DNA is recognisable, but the execution feels contemporary. For today’s consumer, it’s about offering something both timeless and aligned with their lifestyle.

With children’s footwear parents often see it as a smart investment. How do you balance style, durability and comfort in your product? 

For us, these three qualities are inseparable. Style without comfort does not last. Durability without aesthetics does not inspire. Every shoe we make is carefully constructed to support the child’s foot, to withstand everyday wear, and to look beautiful while doing so. It is this balance that makes Bundgaard a brand that parents trust and children want to wear.

Sustainability and craftsmanship is often celebrated in independent kids design, how is the brand leveraging its Danish design values and longstanding expertise to meet consumer expectations?

Danish design is about functionality, simplicity, and quality, always rooted in clarity, care, and responsibility. At Bundgaard, this translates into shoes where every detail has a purpose, every material is carefully chosen, and every decision is made with longevity in mind. Our longstanding expertise allows us to create products that are not only crafted to last but also considerate of the environment. We are working towards complete transparency and control over our entire supply chain and are currently exploring a range of new initiatives within responsible footwear for children. From LWG-certified leather and FSC-certified natural rubber to designs that endure beyond trends, we are committed to meeting the expectations of modern families while staying true to our DNA.

Our Bundgaard shoe picks

Listen to the Kidswear therapy podcast with guest Majbrit

Spotify

Apple podcasts

Amazon music

Katie Kendrick

Katie is a specialist in kids’ fashion and lifestyle, editor, consultant, content creator, and owner of Pirouette - a leading resource to the industry.

With a keen interest in both the business and creative aspects of the industry Katie has interviewed buyers, agents, stylists, designers, influencers, covered runway shows, produced trade show reports and curates thought provoking and engaging exhibitions.

She is passionate about good design, creativity and brands that manage to combine this with their environmental responsibility.

All author posts