Denmark's family-owned Aaskov fashion retail chain has been sold by its second-generation owners, ending six decades of direct family control. Sisters Anette and Dorte Aaskov finalized the sale of the 11-store Sønderjylland-based business to Godske Group, a move they describe as both a practical business decision and an emotional turning point.
From a Single Store to a Regional Chain
It started in a small shop in Arnum. Their parents, Grethe and Svend-Erik Aaskov, opened a women's clothing store there 60 years ago. That single location grew, slowly and steadily, into a recognizable regional brand. It wasn't a flashy national expansion. Just solid growth, year after year, until it reached its current size: 11 stores and a workforce exceeding 50 employees across southern Jutland. The sisters took over the reins, maintaining the vision their parents established. They built on it, navigating decades of retail change from their base in the Sønderjylland region.
The Decision to Sell Wasn't Easy
For the sisters, the choice to sell was huge. A massive decision, as they put it. They initiated the contact with the buyer, Godske Group, which is based in Sunds near Herning. This wasn't a deal with a faceless corporation. Godske has been a known partner for half a century. "They are friends of the house, and we've known them for 50 years," the sisters explained, emphasizing this relationship was key to their choice of successor. They wanted someone who would continue the business in the same spirit. "We are still proud of our family dynasty, and we sincerely hope it will be run well going forward," said Anette Aaskov. The lack of a third generation ready to take over was a primary factor. It forced a long-term view. Selling now, they felt, was an act of prudent management—"ret tidig omhu"—to secure the chain's future while the business was strong.
A Business in the Black, But Time for Change
Financially, the company was healthy. The sisters confirmed the business consistently posted profits. "We always had black numbers," they stated plainly. This wasn't a fire sale or a distress move. It was a strategic exit from a position of strength. That fact made the decision more about personal timing than business necessity. They wanted more time for other aspects of life. The sale provides that. The emotional weight, however, is significant. Anette called it a wistful decision on many levels. Saying farewell to 60 years of family history, built from the ground up by their parents, carries a profound sentimental toll. They aren't just selling assets; they're closing a chapter on a legacy.
What Comes Next for the Brand and the Sisters?
For the Aaskov retail chain, the immediate future involves integration into the Godske Group's portfolio. The buyer is a known entity in the Danish business landscape, particularly in Jutland. The sisters expressed confidence that the company's ethos would be preserved under the new ownership. For Anette and Dorte Aaskov personally, the road ahead is less defined. They haven't decided what their professional lives will look like next. One thing is certain: they won't be starting a new clothing dynasty. "Because then we could have just stayed," they noted with pragmatic clarity. They had a good thing going, and they left it on their own terms. The sale concludes a deliberate, planned transition rather than a sudden handover.
A Microcosm of Danish Family Business
This sale is a classic story in the world of Danish medium-sized enterprises. A family builds something substantial over generations. It becomes a fixture in its region, providing stable employment and a distinct commercial identity. Then, when the next generational hand-off isn't possible, the founders or their children face a critical choice. Do they sell to a larger group, seek external management, or wind it down? The Aaskov sisters chose the path they believed would best preserve their parents' life's work. They prioritized continuity of operations and the welfare of their employees by selecting a buyer they know and trust. It’s a common, yet deeply personal, crossroads for Danish business families.
The Human Element Behind the Deal
Beyond the store count and employee numbers, this is a story about letting go. Building a business is an act of passion and endurance. Selling it, even under the best circumstances, is an act of faith. The sisters' repeated emphasis on finding a good custodian—"en god efterfølger"—speaks volumes. They weren't just seeking the highest bidder. They were seeking a steward for the Aaskov name. Their careful, relationship-driven approach to the sale reflects the values that likely guided the business for six decades. It was a final, crucial business decision made with the same blend of heart and head that characterized their leadership.
And now, a new chapter begins. The stores remain, the staff carries on, but the direct family link is severed. For customers in Sønderjylland, the Aaskov signs will still be there. The feel of the shops, the sisters hope, will stay familiar. For Anette and Dorte Aaskov, a lifetime defined by retail and family legacy has reached a pivot point. They stepped back to ensure the enterprise outlives their direct involvement, a final, definitive act of care for the dynasty their parents started in a small dametøjsforretning in 1964.