By  on May 9, 2013

Saks Fifth Avenue has thrown its muscle behind the trendy Scandinavian label Sand.

The upscale retailer recently installed a shop for the Copenhagen-based men’s brand on the seventh floor of its Fifth Avenue flagship, and results have been “explosive,” according to Tom Ott, senior vice president and general merchandise manager of men’s wear. “We’ve been working with [the brand] since the fall of 2011, and we love it. So we put in a shop for this season.” He said the line’s use of color, fancy detailing and “great design and silhouettes” has been embraced by the store’s customers and ties in perfectly with Saks’ move to attract a younger man. “We think it’s a great line for a younger-thinking consumer,” Ott added. “It’s our plan to make the product assortment timely and youthful. We’ve found that old guys want to look young and young guys want to look cool.”

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