Scaling the Business - Screening the collaborators PART FOUR


DANISH™ Aviendo 09

Photo by Aviendo

The Nightingale is designed by Mikkel Lang Mikkelsen and Borg Brückner, with the book's illustrations beautifully executed by Anders Frang.


PEDERJESSEN 5 quick facts 04

Photo curtesy of Mater


DANISH™: Mater dining

New lamps designed by Finish Maija Pouskari for Mater is part of their new collection showcased in Milan 2016.


E-zone Table

Photo courtesy of Onecollection

E-zone Table designed by Henrik Tengler for Onecollection


ezone table closeup

Photo courtesy of Onecollection

E-zone Table designet for One Collection by Henrik Tengler


Train table from Onecollection

Photo courtesy by Onecollection

Train Table from Onecollection designed by Henrik Tengler


Time bar stool Onecollection

Photo courtesy by Onecollection

Time bar stool from Onecollection designed by Henrik Tengler


Time Bar Stool Henrik Tengler

Photo courtesy of Onecollection

Time Bar Stool designed by Henrik Tengler for Onecollection


Time Stool

Photo courtesy of Onecollection

Time Stool designed by Henrik Tengler for Onecollection


Mater image

Photo by Mater

Baby Dome Lamp in brass from Mater designed by Todd Bracher


Shell dining chair

Photo by Mater

Shell Dining Chair from Mater by Michael W. Dreeben


Reflexion by Mater

Photo by Mater

Sophie Mirror from Mater designed by Jean-Francois Mérrilou


Double Bottle Eva Harlou

Photo by Mater

Double Bottle designed by Eva Harlou for Mater


DANISH™ Aviendo 14

Photo by Aviendo

The Aviendo Fairy Tales collection - "Connectiong generations" -, combines traditional Danish woodcrafting with contemporary design and beautifully illustrated storytelling, with the aim to truly connect parents and children once again in this age of increasingly virtual communication.


DANISH™ Aviendo 10

Photo by Aviendo

The Nightingale combine Danish elegance, functionality and quality in design with the fairy tale world.


DANISH™ Aviendo 01

Photo by Aviendo

The Duckling and The Nightingale are in itself timeless and classic Danish design figures.


On the other side of finding new collaborations, keeping expectations in check and taking care of whoever you choose to work with, lies an important question. What’s the cut? What’s the economic benefits from collaborating? DANISH™ asked three Danish brands about this. Design is at its strongest when independent and free – this benefits everyone, they believe.


Train table from Onecollection

Photo courtesy by Onecollection

ONECOLLECTION: CEO and Co-Founder Henrik Sørensen

Despite the fact that having too many soft values in a company can be an Achilles heel, the two founders of Onecollection were very keen not to measure their collaborations in just numbers or market shares: “It’s simply not our approach. When we enter collaborations, we expect it to be a long process. Looking back, we have over time been very patient – but this is important as we know that good things develop slowly,” he says. A long-lasting collaboration might easily appear as a form of employment, but at Onecollection they take a different view:


“It’s an advantage for the design to be independent. In this way, the two parties are more equal in some funny way and you get more respect about each other’s work. It’s way too easy to agree on everything if it’s kept within the company, such as when a company has its own in-house design department.” Finishing off, Henrik Sørensen adds one more comment that refers back to the soft values of Onecollection: “At the end of the day, we really prefer to collaborate with people we enjoy working and having fun with. And often, the best ideas don’t show up during office hours!”.


Mater image

Photo by Mater

MATER: CEO and Founder Henrik Marstrand

As the CEO of a company that works with external investors, Mater needs to also be able to measure its sales and turnover. Market share issues can be tricky, but one thing the company thinks is also important to focus on in the business side of a collaboration is its PR value: “Measuring the PR value of a collaboration is particularly important to us when working with designers who are connected to us with more than one collection. Some things have a great PR value and naturally get a lot of publicity, and these attract customers and help the sales of other, more commercial products done by the same designer,” he explains.

As for the economical perspectives of a collaboration being beneficial for both parties, Henrik Marstrand holds this recommendation: “With a collaboration based on royalties, everything is calculated in sales and turnover. We all have an interest in moving the product by selling it, and the designer should be able to incorporate this in their pitch”.

There is also a difference in the form of working. “For a designer, a regular employment contract contains the risk of becoming a pretext for inaction, where the commercial interests within a design might not get enough attention,” Marstrand explains, and supplements his statement with this view: “I believe in collaboration as opposed to hiring, as a collaboration encourages people to challenge themselves. That goes for the designer as well as for the company, who continuously need to evaluate how the collaboration can create value. I also like the larger amount of flexibility collaboration allows as you are not that attached to one another so you can make changes if things are not working out well.”


DANISH™ Aviendo 14

Photo by Aviendo

AVIENDO FAIRY TALES: CEO and Founder Anders Nielsen

For Anders Nielsen, measuring the value of a collaboration is relatively simple: Does the product sell or not? If not, within a collaboration, both parties have a degree of flexibility, which also explains the advantage of a collaboration for both the company and the designer: “Along with the idea of sharing and learning when working on different projects, at the same time there is total flexibility for both parties, which can only be a good thing,” says Anders Nielsen, who continues: “A design project is seldom full-time and employment is often not viable, especially for smaller companies. This solution also gives the designer the possibility to work on – and earn money from– several projects at the same time. Most would probably call it a win–win.”


This article is the last one in a series of four articles about scaling the size of your business through collaborations.


The three other articles are about collaborations endorsing one another , what to expect when collaborating,

and finally about how human relations affect a cooperation.
















Companies mentioned in this article

The goal of DANISH™ is to promote Danish architecture and design in a broad perspective, and demonstrate all the potentials in these fields.

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