What began as a quiet moment by the fireplace - a father, four children, and one small purple bead - has since grown into a creative movement lighting up high streets around the world. They ignited a vision: to build a brand that celebrates imagination, creativity and the joy of making something uniquely your own.
Fast-forward to today, and that dream is rapidly unfolding. Since their first Soapbox presentation in Stockholm in May 2024, DRM-LND has accelerated from vision to reality - expanding into vibrant new markets, attracting passionate fans, and proving that creativity truly resonates wherever it’s given room to flourish.
For those who may not yet be familiar with DRM-LND, can you tell us about the brand and the concept behind it?
Design your own shop, customer personalise everyday accessory. DRM-LND is a retail-driven brand built around DYI, creativity, and emotional connection. We create immersive physical spaces that blend product, experience, and community, rather than traditional transactional retail. The concept is about creating a place people want to return to, not just to shop, but to feel something.
Since launching, how has DRM-LND evolved, and what have been the key moments in your growth journey so far?
We started with a strong creative vision and a single format, and over time evolved into a more scalable retail concept. Key moments have been validating the model through strong in-store engagement, learning quickly from each opening, and refining how experience and commercial performance work together. Each store has helped sharpen the concept.
How does physical retail fit into DRM-LND’s brand and commercial strategy today?
Physical retail is the core of the brand. It is where the concept fully comes alive and where the strongest emotional connection with customers is created. Commercially, stores function as both revenue drivers and brand amplifiers, feeding long-term loyalty and digital traction.
What types of UK locations, cities or retail environments work best for DRM-LND, and what do you typically look for in a space?
We perform best in high-footfall, experience-led environments such as prime shopping centres and strong high streets in major cities. We look for spaces that allow visibility, openness, and flexibility, where the store can act as a destination rather than just another unit in a row. I would also like to mention that in January we are opening stores in Los Angeles and Mexico City, marking our move into North America, which is an exciting next step for us.
How do you balance brand visibility, community-building and commercial performance when choosing new locations?
We see them as interconnected rather than competing priorities. Visibility drives footfall, community creates repeat visits, and both support commercial performance. We prioritise locations where all three can coexist, even if that means saying no to sites that are commercially attractive but brand-wise limiting.
What challenges have you faced when expanding through physical retail, and what have you learned from navigating them?
Speed versus quality is a constant challenge. Physical retail requires operational discipline, local adaptation, and clear timelines. We have learned the importance of strong partners, realistic planning.
You presented on SOAPBOX at the GRO Retail Spring Event in London 2025 - what was that experience like?
It was a very focused and energising experience. Presenting on SOAPBOX forced clarity around our requirements and ambitions, and the audience was highly relevant. It felt efficient, direct, and valuable.
What opportunities or conversations came from pitching your requirements on stage?
It led to targeted conversations with landlords and partners who genuinely understood our concept and needs. Rather than broad introductions, the discussions were specific and actionable and also help push the international interest.
Why do you think a focused retail property marketplace like GRO Retail is valuable for growing brands like DRM-LND?
Because it removes friction. Growing brands do not need more noise, they need precision. GRO Retail connects the right brands with the right opportunities and people, saving time and improving outcomes on both sides.