Two worlds meet in Aalborg: Mother and daughter launch new shop together

On Saturday 29 November, the specialty shop Butik Mageløs in Nørregade opened the doors to an entirely new era.

Mother and daughter, Pia and Elisabeth Grevlund, are merging their two separate shops at Nørregade 29.

In the spring, Pia Grevlund opened Butik Mageløs, which has since sold unique, handmade clothing made from colourful recycled materials, along with unique ceramics, glass art, collages, and much more.

Entrepreneurship clearly runs in the family, because on Østerbro Pia’s daughter, Elisabeth Grevlund, has also had a clothing shop with her own brand, Cura Clothing.

Cura Clothing began as a dream of creating a sustainable clothing brand produced ethically and responsibly. They make timeless designs in neutral colours so the pieces can be worn year after year.

But now Pia and Elisabeth have chosen to unite their two brands under the same roof.

Two brands, one creative universe

Grevlund Design, which is Pia’s colourful and characterful collection, and Cura Clothing, which is Elisabeth’s minimalist and timeless products in neutral tones, will now sit side by side in Nørregade.

“We’re not going to change anything about our individual brands,” Elisabeth says.

“Cura Clothing is still the same — basic and clean — while my mum’s designs are colourful and unique.

And we also have selected local brands from small, unique businesses, which means you can find things here that you can’t buy anywhere else in the city.”

The focus is on quality and good craftsmanship rather than fast fashion.

“We want to give customers something that matters,” Elisabeth says. “Something they can use for many years, while also supporting small local brands.”

Butik Mageløs relaunches on Nørregade

Pia and Elisabeth have chosen to move Cura Clothing into Butik Mageløs on Nørregade, where the shop is now relaunching with its new concept.

“It feels completely right to gather the shop here,” Elisabeth tells MigogAalborg.

“Nørregade has a reputation for shops opening and closing, and people often ask whether it can work. But we believe in the street, and we want to show that small shops still have something special to offer.”

Nørregade is cosy and personal and known for its many specialty shops.

And if you ask Elisabeth, it fits perfectly with the new concept at Butik Mageløs, where customers can find unique designs and small local brands that cannot be bought physically anywhere else in Aalborg.

“Those who visit Nørregade know they will find something different and unique here — and that’s often why they stop by,” Elisabeth explains.

Working with her mother — and juggling maternity leave

It’s not the first time mother and daughter have worked together.

When Elisabeth had her shop on Østerbro, Pia regularly held pop-ups and eventually had some fixed designs in the shop.

“We’ve done it before, and I think we can definitely make it work again. It’s actually quite fun working together, even though sometimes we do things differently.”

At the same time, Elisabeth is juggling being a mother and an entrepreneur.

“I’ve tried doing both during maternity leave — and it’s not as easy as you’d think,” she says with a laugh.

Because of that, they’ve stripped expectations right down: no fixed sales targets, but instead a focus on the joy of the concept and the process — and remembering what’s most important.

“My mum is starting full-time, and I’ll gradually return from maternity leave,” Elisabeth explains. “That way we get a smooth transition, so it doesn’t all become overwhelming.”

For Pia and Elisabeth, the dream isn’t rapid expansion or chasing turnover — at least not right now.

Instead, it’s about creating a meaningful business with room for good craftsmanship and the local community.

Celebration of the new concept

In connection with the relaunch, the shop is holding an open house tomorrow from 10:00–15:00.

There will be drinks and snacks, as well as opening offers.

“It’s the same shop, but with a new owner and a new concept,” Elisabeth says.

“We’re excited to show customers what we’ve created together, and to welcome both old and new customers.”

Mother and daughter hope the shop will show that Nørregade still has something special to offer, and that small curated shops with heart and craftsmanship have plenty of life in them.

“The most important thing for us right now is to create a cosy shop that makes sense — both for us and for our customers,” Elisabeth concludes.