design:CASE The two sisters Bolette and Louise BlĂŚdel have jumped in at the deep end to pursue a dream of producing furniture for children. A clear vision and a quality product have enabled bObles to achieve impressive results in the international marketplace in just a few years. danish design centre
This entrepreneur case tells the story of bObles, a young company that has been successful in integrating design as a key element in its basic business strategy from day one. Fakta about Bobles • bObles was founded in 2005 by the two sisters
Bolette and Louise Blædel.
• Both the two sisters are directors in the company
and make all key decisions jointly.
• Bolette Blædel is an architect with ten years
of professional experience; Louise Blædel is a
fashion designer.
• On 1 November 2006, Bolette and Louise Blædel
hired their first employee.
• bObles’ products are available from 80 retailers in
Denmark and some 160 abroad.
• bObles has been approached by representatives
from more than 30 export markets.
• bObles produces design furniture for children and
their parents.
• In 2006, bObles won the international design prize
Formidable at the design fair Formex in Stockholm
for its Tumbling animals.
• During its brief existence, bObles has already been
invited to numerous important fairs, including
Absolut Design Danois in Toulouse, ICFF in
New York, Maison & Objet in Paris and Salone
del Mobile in Milan.
• Since August 2007, bObles has been represented in
the shop at the Museum of Modern Art in New York.
Bobles Aps 11, Ved Amagerbanen 2300 København S Denmark www.bobles.dk Tel +45 3315 1040
The two sisters Louise and Bolette Blædel
“Our success is based on an innovative design product, a simple vision and good business sense.” Bolette Blædel
CHILDREN DESERVE THE BEST
The idea of making design furniture for children had been under-
understanding of their own body when they use the Tumbling
way for years. It was sparked in 1999, when Bolette Blædel
animals.
was on maternity leave with her first child. Bolette Blædel soon discovered that there was lack of furniture for children that
Since the first items in this series of design furniture were
encouraged play and creativity while satisfying her preference
launched in 2006, bObles has had many success experiences
for Danish design. She spent some time brainstorming with her
that have had a motivating effect on the work and the level
sister Louise Blædel, and together they came up with the idea
of ambition. Even at the first fair the company participated in,
of creating a range of design furniture for children that would
bObles was contacted by many foreign retailers interested in
meet the requirements for both aesthetics and function. “Essen-
carrying its products. Since then, bObles has been approached
tially, we want to create children’s furniture that stimulates the
by agents and distributors from more than 30 export markets
child without compromising on design quality,” says Bolette
around the world, but so far, the small company has taken on
Blædel, director of bObles.
only six foreign markets, because it lacks the resources to keep up with the rapid growth in demand.
In 2005, the two sisters decided to give up their respective jobs and start their own company, bObles. Today, they offer a range
In 2006, bObles won the design prize Formidable, and the
of furniture shaped as animals with a variety of shapes and
company has taken part in many fairs for acknowledged and
functions. Each piece of design furniture is an abstraction over
established design-based companies. In 2007, Bolette and Louise
an animal designed in geometric and recognisable shapes. The
fulfilled any designer’s dream as they received the stamp of
animals are multifunctional; for example, the child can ride
approval from the Museum of Modern Art in New York, which
the elephant or use it as a rocker. This multifunctional quality
included bObles in the museum store as one of the most out-
helps children develop their motor function and refine their
standing examples of modern Danish design right now.
THE BUSINESS STRATEGY “In addition to extensive knowledge about good design, one needs business skills to make it in the Danish and international markets. Thus, if you don’t possess these skills yourself, the company must ally itself with relevant advisors, which is what we did.”
Bolette Blædel
“From day one, design has been a key parameter in our company,
invaluable for us and our business. When we first set out, of
because design is what gives the product the added value and
course, we had no experience. We just dove right in without
exclusivity that makes it competitive both in Denmark and in the
having any idea of the complexities of running a successful
rest of the world,” says Bolette Blædel. From the outset, the two
business. We have also had really good support from our bank
sisters developed a strategy that has guided important business
and our lawyer throughout the process. Of course, we have
decisions ever since. “The essence of our business strategy is
always known a lot about good design, but we knew nothing
very simple: We want to be an international brand. And in every-
about running a business. We would definitely not have been
thing we have done and thought, that sentence has formed the
this successful without their assistance and professional
basis for our guidelines and actions. In order to achieve our ambi-
competencies,” says Bolette Blædel.
tion of becoming an international brand, we not only considered it a necessity but also wanted to let design play a key role in the
bObles has needed the advice of the partners on several occasions.
business concept,” says Bolette Blædel. The two sisters consider
One of the first of these situations occurred as bObles encountered
design the element that makes the difference between a stand-
considerable demand for their products very soon after the launch.
ard product and a competitive product in the export markets.
The fledgling company realised that they had a good design product with tremendous export potential, so after consulting
In order to accomplish their ambitious business plan, Bolette and
with their advisor, they decided to register the bObles trademark
Louise Blædel allied themselves with external partners. One is a
and designs in Denmark, Europe and China. They are currently
financial advisor who has many years of experience as a consultant
in the process of registering the designs and the trademark in
to Danish design-based companies. bObles has benefited a great
Japan, the USA and Australia. “From the beginning, we placed
deal from the assistance of this financial advisor, who has guided
a high priority on registering our products in order to minimise
the sisters through a number of difficult strategic decision-making
the risk of plagiarism. This helps protect bObles’ position as the
processes. He contacted the two sisters after seeing their products
original version,” says Bolette Blædel.
featured in the Danish financial newspaper Børsen to offer his business services pro bono. Another partner is Agenda Kommuni-
As part of the business strategy, bObles also developed a growth
kation, which also contacted bObles and offered the company a
strategy. The two sisters see a considerable growth potential
place in the Cocoons project – a growth environment for young
in the company. “We want to continue being a gazelle company
up-and-coming suppliers of products for children that stand out
with a 100 % annual growth rate,” Bolette Blædel says with a
thanks to a particularly visionary design profile. “To be fortunate
smile. And so far, bObles has made true on these ambitions.
enough to be approached by such competent partners has been
As Bolette Blædel points out, a company with an ambitious
book ‘In the forest’, which is available from all our retailers
growth strategy benefits from having an international perspec-
and from a number of exclusive and creative children’s stores.
tive. “It is the export markets that hold the big opportunities.
Of course, our main ambition with the book is to build an
That’s one of the reasons why it is our business strategy to
imaginative universe around our products and give children a
become an international brand,” says Bolette Blædel. Currently,
good experience, but it is also a matter of product placement
bObles has exports to six countries, but the company has
to help brand our Tumbling animals,” says Bolette Blædel.
been approached by agents and distributors from more than
“Publishing a book where the characters are illustrations of
30 different countries; requests which they have so far turned
bObles’ Tumbling animals is a creative way of branding our
down because they have been unable to keep up with demand.
products. With ‘In the forest’ we hope to create an image and
This gives the two sisters reason to believe that it is possible
an identity for bObles, in particular for the Tumbling animals,”
to maintain the impressive growth rates. “Since the launch,
says Bolette Blædel.
we have seen a great demand for our products from all corners of the world. It seems that we have found a gap in
In selecting retailers in Denmark and abroad, Bolette and
the design market that needed to be filled. Besides, we have
Louise Blædel have deliberately sought to strengthen their
been fortunate in matching a current trend: Today’s parents
brand. “From the outset, we have been selective about the
are very keen to offer their children the best possible condi-
shops where we place our products. We don’t want to be
tions for their development and happiness, and at the same
represented in a cheap warehouse, because it is important
time they are very aesthetically aware. Our products tap into
to maintain that bObles isn’t just a product on a shelf. That
this with their combined focus on design, clean and safe
is why we turned down a chain of 180 department stores in
materials and the promotion of children’s sensory and motor
Japan that approached us, because their stores weren’t right
functions,” says Bolette Blædel.
for our products,” says Bolette Blædel. The sisters are very protective of the bObles brand because they want to build a
To accomplish the corporate growth strategy, bObles has
brand that is synonymous with good design furniture for children.
chosen to expand the product line on an ongoing basis in order to maintain continually renewed interest in bObles’ products and offer an innovative, creative brand for children. “We have so many ideas about what to do and how to expand our product portfolio. The latest expansion is the Illustrations from the children’s book ‘In the forest’. Text: Mariella Harpelunde Jensen. Illustrations: Cato Thau-Jensen
DESIGN & MOTOR DEVELOPMENT
The main point of departure for the development and production
a uniquely human aspect, because they look like animals, but
of children’s furniture was a focus on design, specifically design
only in our imagination – in fact, the Tumbling animals can be
that promotes children’s learning. The Tumbling animals encourage
anything you want them to be. The colours are bright and warm.
many different uses, depending on the child’s age. Physiotherapist
The material is firm but not hard, and it’s user-friendly,” says
Louise Hærvig, who specialises in children’s sensorimotor develop-
Louise Hærvig.
ment, applauds bObles’ furniture: “I am always really thrilled when I see children’s furniture with a design that is simple and creative
To Louise Hærvig, the reason that bObles’ design furniture stands
and has a shape that makes you want to use it. Even when it’s
out in comparison with all other makes of children’s furniture is
not in use – when it’s just sitting in the child’s room or the living
that the design promotes the development of children’s motor
room – it spreads joy. Through my work as a physiotherapist
and sensory skills. “The elephant is so well-designed that if you
for children, I see lots of furniture and other devices meant to
were only going to buy one piece of furniture for your child, you
encourage children to use their bodies. It’s rare to see a design
should get this one. The elephant has a rocking function, so the
that achieves it as well as the Tumbling animals – they’ve got it all.”
child is challenged and stimulated while sitting. At a later stage, the child may stand on the elephant’s feet, challenging his or her
Louise Hærvig explains that physical and motor experiences
standing balance. The elephant is also pleasant to sit on or lie
are crucial for a child’s development, something the Tumbling
across. This furniture really supports the child’s motor develop-
animals encourage. “The name ‘Tumbling animals’ tells you
ment, which, ideally, should progress through play. With the
exactly what the point is with this furniture. The children should
Tumbling animals, this seems inevitable,” says Louise Hærvig.
be able to tumble and romp to form physical experiences as
The Tumbling animals are an example of a product that combines
a basis for their ongoing development. The animals appeal to
design and motor learning.
FUTURE CHALLENGES
5 POINTS OF ADVICE FROM BOLETTE BLÆDEL TO OTHER FLEDGLING BUSINESSES 1. Make sure to have a crystal-clear vision
It is important for entrepreneurs to listen to their
heart when choosing a vision. That makes it much
easier to make the right choices and pick a straight
path toward the goal. Our vision: being an inter-
nationally recognised brand.
2. Think big, and be ambitious bObles has only been around for two years. Despite its tender
Believing that, essentially, anything is possible and
age, the company has achieved outstanding results. In addition,
not being afraid to say it out loud will be motivating
bObles has helped put Denmark on the world map of design, as
for yourself as well as for your network.
the company’s products are in demand around the world and present in some of the most esteemed design stores world-
3. Tell a story, and build relationships and PR
wide. bObles has become an example of new and innovative
The story you tell builds an image and an identity
Danish design in Denmark and abroad.
for your vision and for yourself. From the beginning,
we have created little success stories that we have
This impressive arrival on the Danish and international design
shared with anyone from the postman to the inter-
scene has led to convincing growth rates for this small company
national press. That has helped us build strong
on the island of Amager by Copenhagen. Every year since its
relationships and secure great press coverage, and
inception, bObles has been rated a gazelle company thanks to
it has strengthened our own conviction that we are
its increasing growth rates. Louise and Bolette Blædel aim to
headed in the right direction.
continue the same growth rate as in previous years, and they consider this a feasible goal thanks to high-quality design
4. Maintain focus
products and a sensible business and branding strategy.
It is important to focus 100% and only engage with
people who share your goals and pursue them in a
The two sisters have high aspirations. “We want to be an inter-
positive, dedicated and enthusiastic way. Always
nationally recognised brand, and we are off to a strong start.
look for simple and uncomplicated solutions with a
The positive response to our design products gives us every
focus on the goal. And remember that, basically,
reason to believe in the dreams we have for the company.
there are no right or wrong strategies – it is only in
Our strength is that we have products that we really believe in,
relation to you and your goal that they become
and because of that we are willing to take the plunge without
right or wrong.
too much deliberation,” Bolette Blædel concludes with a smile. 5. Have fun
At bObles, this is the main thing, and we consider
it as important as our vision.
“Thanks to their successful design, our Tumbling animals look great in addition to supporting children’s motor development.” Louise Blædel
WORKING WITH DESIGN
Published by
Below are some useful links for your company’s work with
Danish Design Centre
design, exports, etc.
27, H C Andersens Boulevard 1553 Copenhagen V Denmark
FINDING A DESIGNER www.ddc.dk/ddcnet The Danish Design Centre’s web site can help you find a designer to match the competencies your company is
Tel +45 3369 3369 Fax +45 3369 3300
looking for. DDC Network has profiles of more than
design@ddc.dk
2,000 designers and design firms.
www.ddc.dk Text: Sanne Lund Hansen
BECOMING AN EXPORTER www.eksportstart.dk The Danish Trade Council offers small and medium-sized enterprises free advice on export planning. Follow-up assistance for new exporters is offered at half price. ADVICE ABOUT GROWTH www.startvaekst.dk Denmark’s five regional Growth Houses offer free information and advice for entrepreneurs and small companies. Every year, the Danish Design Centre publishes a number of design cases. In 2008, we will publish four master cases and two entrepreneur cases. A MASTER CASE highlights the value-generating and business potential of design by telling the story of a achieved results that are reflected in value generation. Key economic figures confirm and document progress following design investments. An ENTREPRENEOUR CASE is the story of a newly founded company that has been successful in integrating design as a key element in its business concept from day one. Since key economic figures are usually not available, the company’s economic viability and future success cannot be assessed.
Design and layout: Scandinavian Branding A/S and Peter Ørntoft, DDC
company that has worked strategically with design and