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Today, we can reveal that the Danish JOE & THE JUICE continues its impressive growth. In short, their financial report shows a new revenue record, a three-figure million profit on the bottom line, and positive equity.

Digging deeper into the numbers, revenue has risen to DKK 2.8 billion – a 17% increase compared to 2023. The chain expanded its global store count by 9%, and for the second year in a row, it posts a positive result. This year, it amounts to DKK 171.5 million, while EBITDA rises significantly to DKK 560 million.

Thomas Nørøxe, CEO of JOE & THE JUICE, states:

“The numbers speak for themselves: JOE has never been stronger – but in reality, we’ve only just begun. We are really succeeding with our strategy to drive JOE & THE JUICE toward robust and profitable growth. In a time when global uncertainty and inflation have pressured consumer spending, I’m extremely pleased that we continue to attract customers to our stores and that we are still developing, growing, and adapting to a constantly changing market. I’m very satisfied and proud of this.”

The numbers also show continued growth in digital sales, which now account for a record-high 33% of the business.

Thomas Nørøxe, CEO of Joe & The Juice, continues:

“The core of JOE & THE JUICE’s success is our fantastic and dedicated employees. Our skilled juicers and competent bar managers have been key in driving the strong revenue growth, each day serving as the vital representatives of the unique culture that the JOE brand stands for. Our impressive results are also a clear reflection of the dedication they put into delivering high-quality food, coffee, and juice, as well as building strong relationships with both loyal and new customers.”

JOE & THE JUICE expects continued significant growth in the coming years. The private equity firm General Atlantic, which became the majority owner of JOE & THE JUICE at the end of 2023, plays an important role as an active owner in the company’s expected continued success. Regarding future ambitions, the CEO says:

“Our ambitions for the future are sky-high, and in my opinion, there is no doubt: JOE & THE JUICE is entering a new era with a successful turnaround. We’re not letting up; we’re focusing on our strategy, which, according to plan, will take us to 1,000 stores within the next 3-4 years,” concludes Thomas Nørøxe.

By the end of the fiscal year, Joe & The Juice had 397 stores in 20 countries globally.

The chain operates 324 stores in Europe and the USA. Additionally, 73 stores – primarily in Asia – are run by franchisees.

Globally, the company employs over 4,100 people.

Revenue increased by approximately 412 million DKK, from 2.4 billion in 2023 to 2.8 billion in 2024 – a 17 percent rise.

EBITDA increased from 498 million in 2023 to 560 million in 2024. The EBITDA margin for 2024 was 20 percent.

The net profit of 143.3 million DKK is a significant improvement compared to the 2023 result of -107.8 million.

Digital sales accounted for 33 percent of total sales in 2024.

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Zalando has kicked off 2025 with solid growth and improved profitability.

That was the message today as the Berlin-based giant – and Denmark’s most used webshop – presented its Q1 results. Co-CEO and acting CFO, David Schröder, announced that revenue rose by 7.9% to €2.4 billion, while EBIT increased to €46.7 million, up from €28.3 million the year before. For the full year, the company expects earnings to land between €530 and €590 million.

The number of active customers grew to 52.4 million – an increase of 2.9 million across Zalando’s 13 markets, including Denmark.

At the press conference, several key initiatives from the first quarter were highlighted. Among them was the partnership with iconic designer Diane von Furstenberg, making Zalando her exclusive retail partner in Europe. (We covered it here: “Diane von Furstenberg: ‘Generosity is the best investment’”).

Zalando also launched the LVMH-owned brand Marc Jacobs on its platform. On the Danish side, Les Deux made a strong appearance with their YALE collection, which was unveiled in collaboration with Zalando at a major event in Berlin. (Read more here.)

In addition, Zalando’s new “boards” feature is now being rolled out across all markets. These are curated lifestyle boards focused on trends and inspiration. More than one million customers have already engaged with the new experience, and the next step is to enable users to create and share their own.

Zalando continues to roll out its upgraded loyalty programme, Zalando Plus, which is now live in 13 markets, with more than 15% of customers already enrolled.

Fabio Baum, Director for Nordics & Benelux at Zalando, says:

“Denmark is a key market for Zalando, and I’m pleased that we can now reward our customers’ loyalty with exclusive benefits and better meet their needs. Today, Zalando presented strong results for the first quarter with accelerated growth and improved profitability, demonstrating that we are delivering on our ecosystem strategy. One of the key pillars of Zalando’s strategy is differentiation through quality – both in the brands and products we offer and in the overall experience. At the same time, we are working to build stronger and more meaningful relationships with our customers by addressing their needs throughout the entire customer journey.”

Fabio Baum

Zalando maintains its full-year outlook for 2025 – despite significant global economic and political uncertainty. The company expects to grow both Gross Merchandise Volume (GMV) and revenue by 4 to 9 percent compared to last year. At the same time, it anticipates adjusted EBIT to reach between 530 and 590 million euros. These figures do not take into account the potential acquisition of competitor ABOUT YOU, which Zalando is currently working to finalize.

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Bornholm is one of Denmark’s most popular vacation destinations, and this summer, a new opportunity for an unforgettable nature experience will open – without the need to sleep in a tent or shelter.

In a forest near Gudhjem, close to the Tværmyr lake, Løvtag will open three luxurious treetop cabins. Løvtag, which has already established a treetop hotel in North Jutland, is behind this exciting new project on Bornholm.

Here, guests will have the chance to wake up to the sound of birds singing and enjoy comfort in a cozy bed, seven meters above the forest floor – with direct views of the treetops.

Nanna Balsby, Co-Owner of Løvtag, says:
“The nature of Bornholm and the opportunities for outdoor activities are a perfect match for our concept, so we are really looking forward to welcoming our guests to a unique combination of luxury and natural tranquility here on Bornholm.”

The treetop cabins are built around the trunks of large, old trees, rising about seven meters above the forest floor. Each cabin has four sleeping spots, a small kitchen, a toilet, and an outdoor shower – plus a living tree that grows freely through the cabin from floor to ceiling. At the top of each cabin, you’ll find a rooftop terrace with a view of the forest. The cabins are designed in a Nordic, minimalist style by architect Sigurd Larsen.

Nanna Balsby adds:
“We have had great experiences with our cabins and receive fantastic feedback from our guests, so we’ve chosen to stick with the original concept. However, it will be a different experience on Bornholm, where the granite peeks through the forest floor, and where we have the Tværmyr lake nearby.”

The cabins are expected to open on August 15, 2025, with prices for an overnight stay for two people, including a light breakfast, ranging from 1,950 to 3,950 DKK, depending on the season.

You won’t have to wait long for this year’s Bornholm guide on dontt.dk/bornholm – it will be live from May 15, 2025, at 10:00 AM.

Photos by Søren Larsen & Nina Malling.

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A few weeks ago, Hjalte Wieth and Patricia Plesner shared how Plugin Heat Club began as something more than just a sauna club. (Read the interview here.) With a unique mix of heat, cold, and community, they’ve created a space where people can slow down and recharge in the middle of a hectic everyday life. In short: “People are calling for spaces where they can just be themselves.”

The response has been overwhelming, and they’ve already opened their second location in Copenhagen.

In this new interview, Hjalte and Patricia share their vision for Plugin Heat Club. We get closer to their thoughts on the idea of a “reset routine” – an alternative to the traditional vacation – and how they’re building a community that’s more than just a passing trend.

We explore how they meet the growing demand for balance and awareness in a society that’s looking for something deeper than just escaping the daily grind.

You talk about creating a new normal. What exactly is it we need to move away from?

Hjalte:
“We need to move away from a culture that only numbs the symptoms – and start addressing the real causes behind mental and emotional distress. Away from seeing people as “sick,” and instead recognize the potential that lies beneath the unrest.

It’s time for clinical knowledge and holistic tools to work together – not against each other. Health shouldn’t be reserved for the privileged few.

True health is often free – and what does cost something is an investment in yourself. We’re living in a time where technology overstimulates our nervous systems. Now it’s time to take the control back.”

Why is your schedule built around three session types?

Hjalte:
“Because people aren’t the same – and our needs change from day to day. We’ve created a system that matches the modern nervous system: Deep for calm, Flow for creativity, High for energy. It’s not just training – it’s programming your mind and your system. You choose what you need – we guide the way. And most importantly: You’re not a passive participant – you’re part of a living community where you’re seen, heard, and felt.

There’s space for you here – no matter where you are in life. All sessions follow the same method: three rounds of heat and cold. But the energy, the music, and the atmosphere shift – so you get exactly what you need. That’s what makes all the difference.”

And Heat Clubbing grew out of the HIGH session?

Patricia:
“Yes – it’s one of our most popular sessions. Heat Clubbing happens every Friday night. We take everything from HIGH and turn up the volume. We bring in DJs, mocktails from ISH, and create a party vibe – entirely without alcohol.
People dance, sweat, release their mental noise – and wake up the next day with clarity, not a hangover.
It’s our vision of the party of the future: a space where you get high on life, not on alcohol.”

Is this part of a bigger trend, do you think?

Patricia:
“Absolutely. Sober culture isn’t niche anymore – it’s a movement.
People are tired of numbing themselves just to be social. ‘Social recovery is replacing social drinking.’

It’s not about abstinence – it’s about awareness and balance.
We offer a space where people can party, connect, and be themselves – without needing to explain why they’re not drinking.”

How does that play out at your place during summer?

Patricia:
“We actually see even more activity in summer. Our zones have become hangout spots – not just for sauna sessions, but for people to stick around. They sunbathe, dip back into the ice baths, sip something cold, chat.
It’s amazing to see the vibe continue after the session. It’s not just a wellness visit – it’s an experience you don’t want to leave.”

How do you create a safe environment for people, especially if they come alone?

Patricia:
“There’s always a facilitator and a receptionist present – guiding, smiling, and making sure everyone feels seen. There’s room for everything – and room for everyone. Gender, age, title, muscle mass… none of it really matters when you’re just being. I believe that safe communities are built on respect, trust, and openness.

When you don’t have to spend energy protecting yourself, you finally get space to just be – and that’s where real connection happens.”

You’ve also created a new community around running – tell us about it.

Patricia:
“It actually started when a couple of our guides (receptionists) and facilitators began running together and asked if we could make it a thing for the whole Plugin crew. So, we opened it up to our guests too.

We run 5K together – and afterwards, there’s sauna, ice bath, and seriously good vibes. We know you’re way more likely to stick with a habit when it’s social, shared, and part of your identity. That’s exactly what we’re trying to create. Not by forcing it – but by opening the door to a space where healthy habits feel natural.”

Hjalte, what do you see as the most important cultural shift right now?

Hjalte:
“We’re in the middle of a reckoning with dopamine addiction – that constant need for stimulation through sugar, screens, and overconsumption. Instead, we’re beginning to crave something real: presence, connection, and inner calm. We’re rediscovering what true dopamine feels like – the kind that comes from meaningful relationships, movement, and purpose.

Discipline and focus are no longer harsh words – they’re essential tools in a world that never hits pause.”

If you could send one message to people going into summer – what would it be?

Patricia:
“That it’s not about changing your body – but about listening to it. That you don’t have to leave your life to find peace.
That you don’t need alcohol to be a part of it. You can get high – on heat, cold, connection, and presence.
That’s what we mean when we say: High on Life.”

Heat Clubbing – every Friday.
Plugin RUNNERS – free running club every other Sunday.
Daily DEEP, FLOW & HIGH sessions – space for you, just as you are.

Read/revisit our first interview with Plugin Heat Club, where they share their vision, community, and the journey from one club to several. Read it here.

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“I could’ve used Karriereklubben myself when I started my career.” That’s how Caroline Rossmeisl explains the idea behind the podcast Karriereklubben, which she co-hosts with André Thormann and Nima Tisdall. Each week, the podcast tackles listeners’ career dilemmas, inviting three different business profiles to share their perspectives. Caroline is 27, a trained journalist, and has already worked with Børsen, Lunar, and Pandora. Today, she works in communications at Novo Nordisk.

In this interview, Caroline shares the story behind the podcast, the doubts she faced early in her career, who inspires her — and which guest she dreams of having on Karriereklubben.

Caroline, in short: What is Karriereklubben?

“Karriereklubben is a podcast that explores dilemmas in professional life. Each week, I invite three business professionals from different backgrounds to weigh in on three dilemmas we’ve received from our listeners — ranging from finding your path and passion in your career to tackling everyday challenges in the workplace.”

Caroline Rossmeisl

How did the idea for Karriereklubben come about?

“The idea came from the fact that I could have really used Karriereklubben myself when I was starting out in my career. I was completely overwhelmed by FOMO—what if I chose the wrong path? Everything sounded exciting, and I had no idea what the “right” choice was. I was almost so afraid of making the wrong decision that I found it hard to make any decision at all. I know that’s something many of our listeners can relate to. There are so many directions you can take in your career, and so much you don’t know when you’re just starting out. We felt there was a gap—there wasn’t really a place to get answers to the weird, difficult, or funny dilemmas that we all face and can see ourselves in.”

Why did you choose podcasting as your main format/channel?

“With a podcast, we could reach a broad audience and create a real conversation. The idea behind Karriereklubben is that listeners should feel like they’re sitting in on a coffee meeting with three great profiles offering advice on the exact challenge they’re facing themselves.”

Who is the podcast for?

“We especially want to reach the younger demographic in working life – our primary listeners are between 25 and 35 years old. But we’re actually seeing more and more from the older segment tuning in, and we’re really happy about that. It’s important to us to talk about the dilemmas Gen Z faces, and we hope we can help bridge the gap between generations.”

Which dilemma has left the biggest impression on you personally?

“There are so many that have moved me, and I’m truly honored that so many people are willing to share their stories with me and Karriereklubben. One of the special things about the podcast is how close we try to stay to our listeners. I want to break down the barrier between the people giving the advice and those receiving it. That’s why I also grab coffees, take virtual calls, and meet listeners for lunch.

Not long ago, I had lunch with a woman just about to enter the workforce. She has a mild form of OCD and wasn’t sure if there was room for her in large corporate environments. It took courage to share her dilemma. We first spoke virtually and later met in person. It really stuck with me because she had such a clear understanding of what she was good and less good at – and still, she doubted whether she belonged. I truly hope our conversation and the panel’s input gave her some useful perspectives and a bit more confidence going forward.”

Hvem eller hvad inspirerer dig? (Personligt og/eller professionelt)

“Sådan helt high level synes jeg, Oprah Winfrey er for cool. Hendes evne til at gøre samtalerne så nærværende og være autentisk er virkelig noget, jeg beundrer – og noget, jeg selv prøver at praktisere.
Lidt mere jordnært er jeg så heldig at være omgivet af en masse mennesker, der virkelig inspirerer mig. For hey – man gør ingenting alene. Karriereklubben blev også kun til en succes på grund af det hold, vi skabte sammen: Nima, André og jeg.

En af dem, der virkelig inspirerer mig er Sarah Fourian, som både er min samarbejdspartner og senere er blevet en nær ven. Hendes evne til at involvere og give videre inspirerer mig dybt. Det prøver jeg selv at praktisere helt konkret ved at have som mål, at jeg én gang om måneden dedikerer alle mine ressourcer, netværk, skills og tid til at hjælpe én person videre mod deres drøm.
Jeg var aldrig selv kommet i gang med Karriereklubben alene – så det betyder meget for mig at give det videre.”

What is the best advice you’ve received along the way?

“One of the pieces of advice that stands out the most to me is actually what got me started with Karriereklubben in the first place: The first step is being honest with yourself about what you dream of – and then saying it out loud. There are also many studies that show that being able to communicate what you want often helps steer you in the right direction. That’s why it’s always the advice I give others: Reach out, say it out loud, and try things out.”

What are the next steps for Karriereklubben?

“I have so many dreams for Karriereklubben. One of the things I really want to succeed in is using AI to make episodes available in English. I have many internationals in Denmark who are asking for the podcast in English – and this could really help people understand the Danish work culture and market, which can be hard to navigate if you’re coming from abroad. Additionally, we’ve started expanding the concept and doing more live podcasts – a format that really brings something special. It breaks down the barrier between panelists and listeners, giving people the chance to present their dilemmas directly. It always leads to really strong conversations.”

And lastly: Is there a special guest you dream of having on Karriereklubben?

“I think it would be so cool to have Margrethe Vestager on Karriereklubben – I mean, if I could manage to not be starstruck and actually have a meaningful conversation. I think she’s incredibly impressive – especially her calmness, which I truly admire. I’m really curious about what career advice she could give. I would definitely soak it all in,” concludes Caroline Rossmeisl.

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Anthon Berg marzipan, Guldkarameller, and Toms chocolate bars are all Danish classics that have been flagships for Toms for decades. You already know that.

But you might be surprised to learn that another candy category is now playing a key role in the company’s international growth strategy. Toms Group tells dontt.dk that it is significantly expanding its presence in the liquorice category in Northern Germany. The ambition is clear: to increase sales by more than 30% in 2025.

Toms Group’s new premium liquorice range, Pingvin Premium, is gaining strong traction in northern and northwestern Germany.

Luise Falkenberg, International Brand Manager at Toms Group, explains:

“Northern Germany has developed a taste for Danish liquorice – and with Pingvin Premium, we’re turning tradition into growth.
We believe there’s a Pingvin variety for every palate – even among the most sceptical liquorice consumers. As demand for premium products rises, we see significant potential.”

Luise adds that this growth initiative marks a clear shift from the company’s previous approach, where liquorice was mainly a stable, low-growth category.

Other Danish brands have already achieved great success in the region – for some, it has even become their largest single market.

In early 2025, Lakrids by Bülow CEO Fredrik Nilsson told dontt.dk that Germany is now the company’s biggest market, with Danish sales accounting for less than a third of total revenue. It’s a clear indication of how far Danish liquorice has come internationally.

“With liquorice on the rise across Germany, Pingvin is perfectly positioned to lead the way – even beyond Northern Germany,” says Luise Falkenberg.

The push coincides with Pingvin Premium recently winning the SWEETIE 2025 award, granted by a jury of industry experts. The prize recognises excellence in areas such as packaging, pricing, flavour, sensory appeal, and market potential.

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Until now, only specially invited guests have had access to brewer Carl Jacobsen’s secret garden, hidden behind Carlsberg’s headquarters on Valby Hill in Copenhagen.

Now, Carlsberg has decided to open it to the public—welcoming both locals and tourists who respect the garden’s unique history.

The garden reflects Carl Jacobsen’s profound passion for art and architecture and is located next to his former private residence and museum. That private museum later became the foundation for the Ny Carlsberg Glyptotek, which Jacobsen had built to house his extensive art collection. Today, Carlsberg’s headquarters also overlook this historic garden.

Peter Virklund, Director of Real Estate at Carlsberg Group, explains:

“Stepping into Carl Jacobsen’s Garden is a truly special experience. It’s a place where art and history invite quiet reflection right in the heart of the city. We want to give something back to Copenhagen—but without compromising the character of the garden. It is a place deeply rooted in Carlsberg’s cultural heritage and deserves respectful access,” he says, and adds:

“The opening of the garden is a natural extension of the significant work Carlsberg and Carlsberg Byen have done over the years to share the legacy and identity of this place with the public.”

Visitors can access the garden via Ottilia Jacobsen’s Square or Valby Langgade. Opening hours are weekdays from 4:00 PM to 8:00 PM and weekends from 10:00 AM to 8:00 PM.

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The Aarhus-based company Ditur has firmly cemented its position in recent years as Scandinavia’s leading online watch retailer. Today marks yet another milestone, as the company reports a strong financial performance for 2024, posting a gross profit of nearly DKK 54 million and a net profit of DKK 20 million.

Ditur was founded by twin brothers Kasper and Mikkel Dissing in 2014. The key to their success? Loyal customers, quality products at fair prices, and growing sales across European export markets.

Kasper Dissing, Co-founder & CEO, explains:

“We’re both proud and grateful that more than 67,000 customers have rated us an average of 4.6 out of 5 stars on Trustpilot. It’s a clear sign that our combination of quality products, fair pricing, and great service resonates — not only in Denmark but across Europe.”

“Today, we operate webshops in eight countries and have physical stores in Denmark, Norway, and Sweden. That gives us a solid foundation to scale further. That’s why we’ve set our sights on launching in at least five new markets during 2025.”

Kasper adds that the company has seen growth across both existing and new markets.

Ditur is an authorized retailer of major international brands like Hamilton, Tissot, Certina, Seiko, Casio, and Orient. The company has also built its own in-house brands, including Dissing and Lugano.

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Today, we can report that the Copenhagen-based brand NN.07 wrapped up 2024 on a high note and entered 2025 with strong momentum. In fact, 2024 marked the best financial performance in the brand’s history — a brand originally founded by Victor Lindh, Ulrik Pedersen, and Tommy Holte.

NN.07 reports double-digit growth across both top and bottom lines. Operating profit (EBIT) rose by 47%, net profit increased by 28%, and gross profit was up 16% compared to 2023.

According to CEO Anders Rahr, the results reflect years of focused execution of an international strategy, strong partnerships, and a sustained commitment to product quality. That very strategy is now paying off. The financials show a significant increase in both revenue and earnings, driven by growing demand and NN.07’s expanding presence in key global markets.

Anders Rahr became CEO in 2021, taking over the role from Tommy Holte. Here, Anders talks about the year’s financial results:

“We’ve spent the past few years strengthening our brand internationally, and we’re now beginning to see the results. Store openings in New York and London have significantly strengthened our position and made the US our largest market. At the same time, we’re experiencing strong growth in the UK, the DACH region, and Benelux. At the heart of it all is still our focus on well-designed products.”

The store openings in these two fashion capitals are part of a clear strategy to enhance the physical brand experience and get closer to the consumer.
“The store openings in New York and London are crucial for us. It’s about getting closer to the consumer and building meaningful relationships,” adds Anders Rahr.

Today, the majority of the company’s revenue comes from markets outside Scandinavia. However, this doesn’t change the fact that the company continues to invest in both international and Scandinavian markets.

“The momentum we’ve built together with our team and partners gives us the confidence to raise our ambitions — both globally and locally. We’re focused on new markets and store openings in the coming years,” concludes Anders Rahr.

Anders Rahr

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Behind NORDINARY are Cornelia Whitt Palmå and Alvaro Gonzalez – a couple who met during their university years in Copenhagen and have since lived in countries such as Germany, Portugal, and the USA.

Along the way, their passion for discovering unique artisans and designers – often found only by chance during their travels – grew. They wanted to share that experience with more people, which led to the creation of NORDINARY: an online platform featuring a carefully curated selection of design objects from small, independent brands across Europe.

We spoke with Cornelia Whitt Palmå about the idea behind NORDINARY, their future ambitions, and why sometimes it’s more important to put projects out into the world than to wait for the perfect moment.

If you were to describe NORDINARY to someone who doesn’t know you, how would you do it?

“NORDINARY is an online platform where you can discover a curated selection of design and interior objects from small, independent brands and artisans across Europe. Here, you’ll find products that you won’t see elsewhere – created with passion and love, often produced in small quantities or as truly unique one-of-a-kind pieces.”

The two co-founders, Cornelia Whitt Palmå and Alvaro Gonzalez

How did the idea for NORDINARY come about?

“It all started with a passion for finding unique design objects from local designers and artisans when we were on holiday. We often received interest from friends and family, and it became clear to us that we could hardly even find the artist again ourselves.

That sparked the idea of making it easier for others to discover talented, smaller artists and brands. This is how NORDINARY came to be – a platform where talented, smaller artists and brands can be discovered by those looking for something unique, that not everyone has, and which is made with passion.

We felt there was a gap for a space where it wasn’t just about buying a product for your home, but also about the experience of discovering a designer or artisan. The feeling of hearing the story behind each product and taking it home is hard to replicate online. But we do our best to come as close to that experience as possible by bringing the people behind the designs into the spotlight and sharing their stories and the thoughts behind their work.”

How do you find and select the brands and designers you collaborate with?

“We discover the brands we collaborate with in many different ways – from exciting finds during our travels, to discoveries on Instagram, or even direct inquiries from interested brands.

To ensure that the brands and artists we work with reflect NORDINARY’s values, we base our selection process on four criteria:

Unique design: We exclusively collaborate with independent brands that are either owned or run by the designer themselves. This ensures that each product stems from personal passion, a strong artistic vision, and a clear brand identity.

Craftsmanship and quality: Our partners are dedicated to creating durable, high-quality products. Each item is crafted with great care, often in small batches, using materials selected for longevity.

Responsible production: We prioritize brands that produce responsibly, making it easy and transparent for our customers to understand how sustainable practices are integrated into their production. This could include handmade production, made-to-order concepts, or the use of upcycled and recycled materials.

Innovation and originality: We select brands that dare to think outside the box and have a distinct identity. These are the ones bringing fresh perspectives to the design world and creating pieces you won’t find everywhere.”

What inspires you?

“We are inspired every day by the brands and artists we collaborate with. Their passion, knowledge, and creative process are what drive NORDINARY forward.

We work with a diverse range of designers and people, but what they all have in common is a genuine passion for what they do. You can feel it, and it keeps inspiring us. Every time we connect with our partners, we leave with renewed energy and ideas to continue developing NORDINARY.”

What is the best advice you’ve received along the way?

“Perfectionism is great, but it should never become a roadblock to bringing projects or ideas into the world.

Both Alvaro and I tend to want to polish and fine-tune our projects until they feel 110% perfect before sharing them. That’s why we often remind each other that the most important thing is to get projects out there – the best test happens in the real world, and that’s where we learn and grow.”

What are the next steps for NORDINARY?

“After a successful launch, we dream of expanding NORDINARY and giving more unique designs a home. This means adding more categories and broadening our geographic reach.

Expanding our categories: We want to explore more product categories and present an even wider selection – still focusing on craftsmanship, quality, and responsible production. Thinking more globally: Right now, our focus is on Germany and Denmark, but we dream of opening up to customers worldwide.”

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