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 a little inside scoop every Friday.

This week’s Scoop is a cozy one, just in time for an easy weekend following the Met Gala and Europe’s 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.

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), so I thought it was a good opportunity to educate myself with a chat.

Hi Kris, what’s the scoop?

I’m 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’s closets.

Are community-driven events part of your usual rollouts?

When people feel like they have learned something, it’s 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.

Why twill?

Poplin has been a hero quality of ours — 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.

How do you know when it’s the right moment to expand your categories?

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’s here to stay.

How often do you bring a new product or category to market?

Early on, we had no seasonality in our collections. Over time, we have gotten more comfortable with certain moments of the year where it makes sense to come up with something a bit more seasonal. A good example is the summer, which has become a meaningful moment for us. We do a beautiful range of beach towels, beach bags, and relaxed home clothing, and it has all been very well received. This year, we’re actually launching swimwear, which felt like a natural evolution of that seasonal moment.

I know very little about homeware. What should I know about the category in 2026?

The idea of the home is becoming more and more important to people — the private space, the safe space. For many years, the transition from the daily grind to the home was dominated by activewear. Now, there’s a desire for something more sophisticated. People want to put something on that is good enough to also wear outside, and they want to dress for their personality at home, too. We are confident that we can now conceptualize that.

The twill launch marks the first time we speak publicly about home clothing being a big part of our business. But this is essentially the first chapter on a journey that is about to see a lot of introductions over the next 12 to 18 months. We have a really exciting product roadmap ahead of us, and we are also looking at the idea of personal curation.

What are some of the greatest obstacles in your supply chain at the moment?

I’m quite proud of how we’ve navigated our supply chain over the years. We’ve built a foundation of working with preferred materials and making sure that we have a high degree of traceability in our products. The challenge we are facing now is how do we improve from here on? Fundamentally, we have a couple of constraints that we really have to feed into. When your products are non-seasonal and the customer expects them to last for 10 years, while washing it at 90 degrees, wearing it, carrying, sleeping in it for eight hours, day after day, week after week, innovation is critical. Recycled fibers are just not at a level yet where we can really put them to use and confidently speak to the durability of our products.

So there’s a quality constraint. And there’s also the educational part, which is equally as important. As brands, we need to take a bigger responsibility in educating the consumer on what’s good and bad. There’s so much regulation coming our way aimed at removing any sort of greenwashing, but even if that is successful, the customer is still immature. For example, there are a lot of biases surrounding where things are made.

Tell me about 3 Days of Design (3dod), which you guys are taking part in in June. Is it like Salone but in Copenhagen?

Oh, it’s wonderful, honestly, you should go. Yes, it’s a design fair like Salone. It’s very special to Copenhagen and accessible. We’ve been part of it more or less since the beginning, where there were fewer than a handful of brands participating — now, I think it’s in the four or 500s. We put a lot of work into showing up at 3dod because as a moment, for us, it can be very meaningful; we can reach a lot of people and tell beautiful stories. This year, we are paying homage to craftsmanship in quite an artistic way. We are in the same space as last year, in a museum called Charlottenborg. We feel the exhibition we’ve designed is in perfect harmony with the space.

How do you define luxury today?

For us, luxury has always been your personal space and yourself. People put more and more effort into their well-being, their home, their sports, their hobbies... It’s all about comfort and well-being, and I don’t feel old-school luxury can offer this anymore.

You can catch up with last week’s Scoop with Lucy Delius here.