Shoppers strolling down Madison Avenue past the Georg Jensen store recently could be forgiven for doing a double take. Instead of the Danish silverware company’s familiar minimalist display cabinets, they would have seen a table groaning under the weight of fruit and nuts, a roaring fire and low leather sofas.

“Previously, the idea had been to reach for an ultra-high-end watch and jewellery clientele but that was not really our heritage; our heritage is as a Danish lifestyle brand, with silver and homewares,” says Ulrik Garde Due, who has been Jensen’s chief executive since November 2007. “We needed to show that off; to put it in context.”