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.