Since opening its doors in 2012, Goods has occupied a distinctive position on Østerbrogade — not only as a menswear store, but as a consistent, evolving space with a loyal customer base rooted in trust, quality, and care. The recent extension and refurbishment, prompted by the takeover of the neighbouring unit, presented an opportunity not for reinvention, but for continuation. The project takes the existing store as its point of departure — physically, atmospherically, and materially — adding new layers with precision and restraint. Like a sourdough starter, fragments of the original are carried forward, mixed with the new, and allowed to rise into something recognisably different, yet deeply familiar.

Rather than clearing the slate, the approach has been to build upon what was already there — repurposing existing furniture, retaining valuable fittings, and reinforcing the spatial identity that Goods has cultivated over more than a decade. A new oak-framed shopfront, echoing the existing facade, signals the expansion from the street. This new frontage is now unified beneath a wide ochre rouge awning, introducing a soft yet distinct presence in the streetscape and offering shelter and shade to passersby. Inside, a wide opening connects the two units, lined with travertine panels in subtle dialogue with the stone cladding of the building’s exterior. The rear portion of the new unit houses a discreet back-of-house area and customer toilet, while the former stockroom has been absorbed into the retail space.