Your icons still sell.
Now you need your new products to.
Just about anything can be produced abroad today.
And luxury brands sell craft better than the houses that make it.
Heritage brands are caught in the middle, and end up competing on price.
What I believe
Every icon was once a new product.
Your past hits weren't luck. The next ones won't be either.
Craft only earns a premium if you keep making the right things with it.
Results
24 → 12 months
Time to market, across twelve heritage brands at Fiskars.
Sell-in → sell-out
Georg Jensen, Royal Copenhagen, Wedgwood and Iittala moved from pushing stock into wholesale to selling through online and premium channels, where the products have to earn the sale.
Higher gross margin
The premium came back, and it paid for more investment in the brands.
16 months → 3 days
A stuck product portfolio at Bang & Olufsen, resolved. The briefs became the next products.
Where I often help
You have a new owner. Now you need a plan for what comes next.
You have a new strategy. But the organisation keeps delivering what it always has.
You're taking over from the generation before. Now you need the business to match the craft.
You want to build something new. But everything is set up for what already works.
About me
I spent twenty years inside some of Europe's oldest brands. Not advising from the outside, but leading change from within.
At Fiskars Group I helped lead the work across twelve brands, including Iittala, Royal Copenhagen, Georg Jensen and Wedgwood. Before that, Bang & Olufsen and Egmont. Every company I worked for was over a hundred years old.
A heritage brand that can't make its next hit is just a slow startup. I've seen what it takes to change that.
How I work
When you work with me, you get the person who has done this, not the person they send in their place. I work embedded, inside the leadership team. No junior staff. No method applied regardless of the situation. I start with the product, because for a heritage brand, what you make is what you stand for.
The goal is a house where the new products sell as well as the old ones.
THREE STEPS TO GET THERE
Focus
Decide what matters. Most organisations have too many priorities, not on paper but in practice: in daily choices and in where the money actually goes. We decide what to build on and what to stop, and build the alignment to act on it.
Create
Build the new. The products and categories that carry the heritage forward, and the brief they are made from. New things worth paying more for, not new colours on old icons.
Deliver
Make it last. A good decision without the right structure stays a presentation. We set up who decides, in what rhythm and who owns delivery, and run the first cycle together with your team.
GET STARTED
The Fokussprint
The fastest way to start. We interview leadership and teams, analyse the portfolio and commercial performance, and run a workshop where we make the decisions together.
The output is not a report. It is a decision the leadership team can act on the following week.
Work with me
Let's talk about where you want to take your brand.
Book a short call
+45 42414261