The article presents an updated study of the centuries prior to Odense’s traditional ‘birth certificate’ of AD 988, resulting in a new model for the urbanisation of Odense. The conclusion reached is that there was activity of a permanent and possibly urban character in Odense from the end of the late eighth century until the late tenth century. The town’s development can be followed through three phases. Phases 1 and 2 cover the periods AD 700–900 and AD 900–100, respectively, while phase 3 covers the period AD 1000-1101. During phases 1 and 2, the proto-town develops through bottomup processes, such as network, crafts and possibly trade. After AD 1000, Odense develops into a town proper, under royal influence. The model from Odense provides the background for a fresh view of urbanisation in southern Scandinavia in general. A three-phase model is proposed. Phase 0 constitutes the emporia of the eighth–ninth century, which perhaps primarily is satellites in a trading network controlled from the south. Phase 1 takes the form of locally initiated and based incipient urbanisation extending from the end of the eighth century until the tenth century. Phase 2 comprises the royally established towns from around AD 1000 onwards.