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After having proved herself as a designer with numerous Danish fashion brands, Line Markvardsen decided to create her own collection in 2004: Edith & Ella. After beginning as a wholesaler, the brand opened its first boutique in Copenhagen in 2005 and chose to focus on customer retailing. Edith & Ella plays up its "small brand" status and designs original, high-quality designs that are classic, modern, simple, and audacious.