“Passion is the most important word. You know, to do something that you care about without thinking too much about the business side of the company. Of course, the business should be financially viable, but that’s not supposed to be the primary driving force for us,” says Anders Nielsen, CEO of Aviendo.
Aviendo is a family-owned Danish company with four offices around the globe, including Copenhagen. Divided into three separate brands, Aviendo’s ventures include natural skincare, organic chocolate and contemporary Danish design. According to Anders Nielsen, all three brands are united by three common values – quality, health and lifestyle.
At the same time, Nielsen and his team aim to enrich people’s lives, and inspire them to enrich the lives of others, hence the company’s motto: “To enrich and inspire”.
“The company was established as a reflection of our passions, while drawing on vast experience in several big multinational companies. With Aviendo, we wanted to create something that could grow from Denmark out into the world and leave a good impression for our descendants. At the same time, we had to find a common passion, but, apart from that, we supplement each other professionally. And then we have been quite careful to find young designers, employees and collaborators, who share the same passion for creating our products,” says Anders Nielsen.
Anders Nielsen and his wife Jo, who are both partners in the company, have tailored their business using know-how from bigger companies and combining this know-how with their passions. This know-how includes what you focus on, when you build a professional team and how your business plan can be well-aligned with what you want to do, Nielsen explains.
“It’s not a small version of a big company. It’s a start-up, where we have completely different challenges and work with different business models, but if we can use what we’ve learned in a big company, we will have an easier time being in this start-up,” says Anders Nielsen.
The prioritizing of great craftsmanship permeates all three business lines − to Nielsen and his team, it’s all about quality and creativity, something that just works, and has clean lines. At the same time, it must correspond with the overall mission of the company − and with Aviendo’s DNA − which is to be found in the before-mentioned motto: Nielsen states that Aviendo’s products must be long-lasting and thereby enrich and inspire future generations as well.
This ideology applies to all three business areas, and an obvious assumption would be that there must be some kind of synergy in the way the business is run.
“That’s something we’ve discussed a lot… whether to focus on separating them as three distinguished brands with the common denominator, ‘enrich and inspire’, or to combine them as one company with three different product categories. For now, we believe that these three different business lines are three different brands. In the future, the ambition is to ditch the division of the subsidiaries and engage our markets as one brand with multiple product categories. But that’s the future, and I currently believe the right choice is to keep the brands separated, because each business line should be consolidated as well as possible before joining them together – to make the whole business stronger,” Anders Nielsen argues, and finishes by underlining the personal importance of his engagement in the company:
“The steps we’ve taken to create something that will leave something for future generations to build on are essential to us. It’s about making a difference,” Nielsen ends.