Interview with MINI A TURE's Dorte Johar: From Pixels to Playgrounds – A Circular Compass

Could you tell us a bit about yourself and your role at MINI A TURE?
I'm Dorte Johar, Head of Digital, eCommerce, and ReCommerce at MINI A TURE. For the past three years, I’ve been focused on growing our direct-to-consumer channels with responsibility and circularity at the core. As a premium children’s outerwear brand, we want to make responsible choices easy—whether that means offering a 10-year guarantee on key products, integrating resale, or reducing returns to cut emissions. Our digital strategy supports all of this, combining convenience with environmental responsibility.

How did MINI A TURE get started?
Founded in Copenhagen in 2002, MINI A TURE set out to create high-quality, functional outerwear for children, inspired by Scandinavian design and a love of nature. Over the past 20+ years, we’ve built a trusted brand rooted in responsibility, durability, and freedom to explore.

What defines MINI A TURE as a brand? Do you have a signature product?
We’re known for timeless, durable outerwear with strong technical performance—breathable, wind- and waterproof, and made for active kids. Our most iconic product is the MATWANG jacket, instantly recognizable with its asymmetric zipper and star-shaped reflector, symbolizing both safety and Nordic design.

Why did you decide to embrace resale and circular fashion?
It’s part of who we are. We’ve always believed in long-lasting products and never supported fast fashion. Resale and repair help reduce resource use and environmental impact, and we back this up with certifications like B Corp™, GRS, RWS, and OEKO-TEX®. For us, circularity isn’t a trend—it’s a responsibility.

What do you value most in your collaboration with Ninyes?
Ninyes makes it easy for families to give MINI A TURE products a second life. Together, we offer a seamless, trustworthy resale experience that supports our sustainability goals and empowers customers to consume more mindfully.

Your best tip for reselling MINI A TURE items?
Take care of the garment—follow care instructions, repair when needed, and store clean and dry. Our products are made to last, and well-maintained pieces will quickly find new homes through resale. There’s something special in knowing your child’s jacket will be part of someone else’s adventures.

Your personal favorite MINI A TURE piece?
Hard to choose! But our classic outerwear stands out with its durability, technical features, and 10-year guarantee. I’m also a big fan of our Active Wear collection—lightweight, protective, and perfect for a Nordic summer outdoors.