Campaign details

Agency: UncleGrey


Our story is about the success of one of Europe's most successful furniture brands. is a Danish furniture retailer that designs and sells 'New Scandinavian Design' to the young, ambitious and savvy through its seamless blend of online and physical stores, originally in Denmark, then Norway, Sweden and beyond.

The brand launched in 2000, and for 7 years succeeded beyond all expectations:1

New stores opened, online traffic grew, and between 2005 and 2007, profits averaged 3¼ million kroner a year.2

But then something happened that would change's fortunes dramatically.

The problem

Impact of the financial crisis