modebranchen.NU NU International Januar 2020 Interior | Page 29

ABOUT HUMDAKIN Humdakin is the company behind a range of environmentally friendly skincare products and products for modern housekeeping. The products are inspired by the Danish coasts and forests and use Nordic ingredients such as camomile, sage, red seaweed, and sea buckthorn. The primary aim of Humdakin is to bring environmentally friendly luxury into everyday life with products that make the customer want to keep their home clean and inviting. at trade shows and at customer events at our retailers. Humdakin, at its core, is about exactly what our slogan says: “Organize, clean, style!” Q | Where does the name Humdakin come from? A | Humdakin is composed of “Hum” from Humming, which is the English translation of my daughter’s name Nynne, the two letters “da” from my husband’s name Dan, and the letters “kin” which are the first three letters of my dog’s name King. Humdakin works well internationally and can be pronounced in all languages. Q | What are you doing to make your clea- ning products interesting? A | We have 400 shop-in-shops in 20 mar- kets, so it’s important that our products are presented aesthetically and as part of a who- le at our retailers. We place great emphasis on training the staff so they’re ready to tell the story of Humdakin and to answer any questi- ons from customers. 60 percent of our revenue comes from ex- ports, a success we have achieved because of the excellent performance of our products. They are thoroughly tested. We are maintaining interest in Humdakin via initiatives on social media. Most recently, we ran a challenge where we inspired consumers to clean more often. The challenge was to do a small cleaning task each day in November. We want our products to make cleaning a pleasure and a positive experience rather than a cumbersome duty and a chore. Our products are made to be displayed out in the open rather than be hidden away. And when the products are easily reachable, it’s easier to continuously keep your home clean and inviting. We also arrange “cleaning schools” A All our products are unique, but the common theme is that they’re all environmentally fri- endly, allergy friendly, efficient, and beautiful.