Nordahl Andersen: Brand house on the road to success
Nordahl Andersen is continuously expanding its brand portfolio in the lifestyle sector. The Danish House of Brands is a reliable partner for jewelers, offering a wide selection in attractive price ranges. The German brand bastian inverun joined the family on January 1st.
Left: Interchangeable earrings by Heide Heinzendorff. The brand has been part of Nordahl Andersen since 2022.
A feel for brands and products
Nordahl Andersen unites lifestyle brands such as Joanli Nor, Nordahl Jewellery, and Son of Noa under its umbrella. Managing Director Michael Nordahl Andersen has repeatedly demonstrated his keen sense for acquiring new brands: Since 2022, the German jewelry brand Heide Heinzendorff has also been part of the Nordahl Andersen portfolio. The brand's namesake founder is now retired and knows her life's work is in good hands. Following the acquisition, Managing Director Michael Nordahl Andersen personally contacted Heide Heinzendorff's existing customers and visited many of them at their locations. The brand house supports its retail partners with marketing initiatives and a modern B2B portal for easy order processing. Managing Director Michael Nordahl Andersen explains the goals of the brand house.
At Nordahl Andersen, we place great importance on supporting retailers in presenting our jewelry attractively. That's why we consistently invest significant effort in developing displays and other point-of-sale materials. In 2025, we are particularly focused on supporting retailers willing to adopt the Heide Heinzendorff shop-in-shop concept. This will enable them to increase both in-store visibility and sales. Our initial experience shows that the increased in-store presence achieved through the shop-in-shop system leads to a substantial increase in sales.
Bastian Inverun is part of the House of Brands
Since January 1, 2025, the German brand bastian inverun has also officially been part of the brand family. Nordahl Andersen is now committed to integrating the brand harmoniously into the family while ensuring that it retains its own identity and characteristic design elements. However, this does not mean that existing brands will receive less attention. Michael Nordahl Andersen reported:
We are continuously working on new designs for our existing brands, and our upcoming collections will be competitive and exceptionally strong in their respective fields. Furthermore, we have filed a patent application for a new product by Heide Heinzendorff, which we will be pleased to present later this year.
These are the new products at Nordahl Andersen
Among the new products Nordahl Andersen is presenting this year, the company also offers an interesting observation: New items from each brand quickly achieve bestseller status with customers. This means that the new designs from the respective brands are consistently well received – although there are always classics that generate long-term sales.
Heide Heinzendorff: Color and hammered hoop earrings
Personalized jewelry is more popular than ever, and this trend is deeply rooted in Heide Heinzendorff's DNA. New colors are added to the existing collections every year. This season, Heide Heinzendorff is also presenting a new hammered hoop earring and a completely new series of cat's-eye pendants in a cabochon cut, available in a diverse selection of 12 colors. The collection has also been expanded to include a selection of bracelets in a variety of beautiful colors.
Joanli Nor: feminine and floral
Joanli Nor represents the particularly delicate and feminine jewelry at Nordahl Andersen. The new collection combines this style with trendy figurative elements such as flowers and blossoms. The new Joanli Nor necklaces can be beautifully combined with previous designs. This trend scores points for both style and sustainability.
Nordahl Jewellery: Individual charms for creativity
Nordahl Jewellery presents delicate charms that can be found on bracelets, earrings, and necklaces – a trend that is particularly popular with the younger generation and will gain even more traction in 2025. The focus is on individual combinations and creative design by the wearer.
Visitors can also discover other new products from the men's jewelry brand Son of NOA, the children's line NOA Kids, and the Siersbøl brand directly at the trade fair. Managing Director Michael Nordahl Andersen explained.
At INHORGENTA, we always meet both new and existing customers. We look forward to discussing future opportunities and presenting our current jewelry collections and exhibition materials. The brands we carry at Nordahl Andersen complement each other and together appeal to a broad target group. Therefore, there is often a specific area or niche where one of our brands can effectively meet the demand.
We greatly appreciate it when visitors to the trade fair visit our stand and consider whether one or more brands from our portfolio would fit into their overall offering for their customers.
We have now gained extensive experience in how the market reacts to our brands. It is a pleasure to create success stories together with the talented retailers we work with.
Visit the Nordahl Andersen stand in Hall A2 at stand 211.
Annegret Moser
