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Georg Jensen Picks Bracher as Creative Director

The goal is to make Georg Jensen a lifestyle brand.

Designer Todd Bracher has been named creative director of Georg Jensen.

Bracher and Georg Jensen chief executive officer Ulrik Garde Due said the goal is to evolve the $133 million company into a lifestyle brand. They want the products to be combinations of futuristic and collectible.

“The idea is to realign the brand from its core heritage to develop a future heritage to propel them to the next generation,” said Bracher, who will work with longtime partners Thomas Lykke and AnneMarie Buemann from OeO, the Danish design company.

Bracher will split his time between Copenhagen and Manhattan, where his namesake firm focuses on architecture, interiors and products such as furniture and other home goods. He will begin his new job Friday, overseeing the full range of Georg Jensen products, including fine jewelry, watches, flatware and holloware.

He will report to Garde Due.

“Todd Bracher was an obvious choice for the position as creative director,” Garde Due said. “He is perfectly aware of the brand’s many qualities and appreciates the craftsmanship and the unique sense of style. Yet he has a young and fresh approach to continue the creative developments.”

The company, which has more than 100 stores around the world, including in the U.S., Japan and Southeast Asia, opened a unit last month in Bal Harbour, Fla. This month, the company unveiled an advertising campaign featuring the model Angela Lindvall. The campaign has not yet hit the U.S.