Isabella United Kingdom 1997 by Isabella A/S

Isabella 1957-1997 This is a story about a company started 40 years

fascinating tale, his intuitions were correct. Søren

ago with one man’s good idea. It is an extraordi-

Odgaard was in the right place, at the right time,

nary story which starts well, and just gets better

and with the right product - namely tents, making it

and better.

possible for other free spirits to fulfil their dreams

Søren Odgaard wanted a tent and, being

of outdoor holidays.

unable to find anything suitable, he made one at

For this album we have compiled holiday

home in the basement. But, like every true enthu-

photo’s and memories from the past 40 years,

siast, he was convinced that there were many

which we hope will evoke happy memories for

others similarly interested in carefree holidays

many of you....

and the outdoor life, and, as we learn from this

“Some would say they could have done it better. Some would say they would have done it differently. But this is the way I did it. And if I had not done it, it might never have been done!”

The founder, Søren Odgaard at his desk on Isabellahøj.

A MAN, A TENT, AND A VISION Over the years, Søren Odgaard has shrewdly

awnings are transported by car, is very apt. As a

developed the Company and always kept one

token of respect to the Spanish Queen of the same

step in front of the competition.

name, a royal crown was added. Very appropriate, as she was also fond of sending people travelling

The Company had a prudent start in April

- most notably, Christopher Columbus!

1957 when Søren Odgaard began making and rent-

The development and growth of Isabella has

ing tents to the new, more adventurous breed of campers. It was an ideal opportunity for these

been continuous and steady, and by

trailblazers to test the delights of camping and for

taking one step at a time and with a

Søren Odgaard to assess demand for the product.

close eye to market trends, the Com-

The public discovered for themselves the joys of

pany has always led the way in awning

camping and the freedom it gave, and Jydsk Camp-

design and maintained its position as

ing Industri was born!

market leader. This is evidenced year

In 1960, production was transferred to the

after year when the creative ideas

disused “Vandel” rail and road station and the

from Isabella are copied by competi-

Company’s first real factory building. This was

tors. But, there is one Isabella feature

soon outgrown and a year later, the Company had

which can never be copied - the renowned Isabella

moved to bigger premises at its present address

peepholes. Despite many attempts to copy the

on Isabellahøj - named by Vejle municipality in

peephole, there is still only one machine in the

recognition of the already visible success of Isa-

world designed to sew them into the awnings. The

bella.

round peephole is seen on camping sites throughout Europe and the abundance of peepholes

The Isabella tent was the first success of the

shows how much Isabella is ahead of the rest.

young Company and the name Isabella became synonymous with quality and style. The unusual name was taken from a German car which, as the

HAPPY HOLIDAY MEMORIES FROM THE SIXTIES A summer’s day at the beginning of the sixties,

where and at any time, Isabella has continuously

and the family Volkswagen stands with the boot

studied the caravanners needs.

open ready for the family to pack the tent, sleep-

In part, our success is attributable to the

ing bags, airbeds and other holiday paraphernalia.

skills of our designers and workforce, but this suc-

The camping table and folding chairs are posi-

cess has also been achieved by 40 years of close

tioned for easy access when stopping for picnics

contact with the market. We have always listened

on the way - it’s a long way to Italy’s Lido!.

our customers needs, and they have

A few years later, the same fam-

often given the inspiration for

ily pile into their Opel car, hitch up

the design, construction and

the caravan and prepare for another

materials necessary for us

holiday wondering ‘will we man-

to live up to the caravan-

age the hills in the German

ners demands.

town of Kassel?’, and con-

From making tents,

sidering driving on to Holland or

Isabella expanded to include

France. Or joining the neighbours who every year

awnings for

the steadily increasing number

swear by their caravan holiday in Sweden.

of caravans starting to fill the camping sites. In 1973

From very early on, when most camping

the market clearly showed the growing demand

sites were little more than a field with a tap, Isa-

for awnings and, because of difficulty in keeping

bella has recognised and followed the needs of

up with this demand, a conscious decision was

caravanners. And from the sixties, when the pas-

made to concentrate solely on the manufacture

sion for caravanning started to grow, right up to the

of awnings.

present when it is possible to camp almost any-

AN ISABELLA AWNING HOME FROM HOME The Olympia Acryl was a classic. This Isabella

five corners and a unique frame. A strong but

awning suited all nationalities and climes from

simple construction with many individual features,

Sweden to Sicily. Under northern skies it was

not least of which is dispensing with the need for

warm and cosy, and in the sunny south the whole

a support pole in the centre of the awning. This

front could be removed to give an airy

makes Penta the dream awning for all per-

verandah. This gave the caravanner the

manent caravanners. An awning which

opportunity to make a ‘home from home’

can be reliably sited from April to Octo-

spot anywhere in Europe and, as with

ber during which time it will resist even

many good ideas, it was based on a very

the most extreme weather conditions.

simple concept but one which everyone in the industry thought impossible to implement.

Standing next in line is the

That is, until Isabella did it! The design incorpo-

Ambassador - currently Isabella’s

rated zips of 6 metres and panels that could be

and Europe’s most sold awning. The reason for

removed or drawn - this design was the forerun-

the Ambassador’s success is very simple: as with

ner of many other awnings made by Isabella and

a real ambassador, the Isabella Ambassador will

copied by others.

settle anywhere and adjust to any situation. There is not just one Ambassador option - there is exactly

Isabella has called upon much of its experi-

the one you want. Front and side panels can be

ence in the making of the Penta, the awning with

removed or drawn.

HAIL IN TROMSØ AND HEAT IN BAHRAIN Iceland is not the most obvious holiday destination

The local desert sheikhs, who have a natural inter-

for caravanners, but Isabella has

est in tents, were very impressed. But

been sold there for some time

for that reason and in accordance

now. When Isabella introduced

with Arab custom they did not voice

the first winter awning, extremely

their admiration, because then Pro-

tough tests had already been

fessor Glob was obliged to give

carried out in the inhospitable

them the tents as presents.

Icelandic climate.

But the servants of the sheikhs discreetly asked Professor

Professor P.V. Glob’s Bah-

Glob’s servants about the amaz-

rain-expedition to the Persian

ing tents. And the answer was, of

Bay in 1963.

course “Isabella”.

ISABELLA - RENOWNED Regardless of nationality, Isabella has always cho-

measuring exactly 4.5 x 3 metres. Ten years later

sen to keep in close contact with customers.

he moved into Isabella’s newly acquired ware-

For this special anniversary we are pleased

house from where he now despatches Isabella to

to give brief details of our many links throughout

a couple of hundred dealers throughout Holland.

Europe.

As the Dutch subsidiary is not far from Vejle they GERMANY

have very close contact with Isabella, and when

During the seventies, Isabella had a

you meet Dutch people caravanning in Europe,

secret admirer. At German exhibitions

you can be sure to see Isabella.

a certain caravan salesman could be seen looking around the Isabella

NORWAY

stand examining awnings from this

Trine Lise Garberg has represented

previously unknown Danish manufac-

Isabella in Norway since 1975. From

turer. That man was Knut Grewe who

1985 as manager of the subsidiary

today is the manager of the German

company in Sarpsborg, which moved

subsidiary company, and is clearly proud of repre-

into its own premises in 1994. From

senting Isabella in Germany.

there the Norwegian market is cov-

Assisted by discerning customers who

ered from North to South, and there

appreciate quality, the German subsid-

is close contact to the “family” in Vejle. More than

iary company has steadily increased

20 years of co-operation with the same people

its turnover since its formation in

provides stability and quality at Norsk Isabella

1990.

and enables them to live up to the expectations of the customers.

HOLLAND Like Søren Odgaard, Henk Reineman started at home, in a bedroom

Throughout the rest of Europe where caravanning is also popular, but where Isabella does not have its own Company, sales and distribution are effected through importers in countries such as Belgium, France, Italy, Portugal, Switzerland and Austria.

THROUGHOUT EUROPE UNITED KINGDOM

Isabella as a household name. So much so, that

Although geographically separated

every second awning on Swedish caravan sites

from the rest of Europe, the United

is an Isabella. KAMA supplies everything for the

Kingdom is nevertheless an integral

caravanner - caravans, awnings, accessories - and

part of it. And for many years, Isabella

after almost 30 years dealing with Isabella, it goes

has been highly respected on the

without saying that the relationship works

British market and now takes a large

perfectly!

market share. Isabella UK was the first subsidiary of Isabella and, during its infancy, 1973 to be precise, Patricia Woodward joined the Company. In less than 4 years she was put in charge of the UK subsidiary and, with the assistance of a loyal staff and the ‘family’ in Vejle, is proud to be a part of such a caring Company and of the prestigious position Isabella has in the UK.

SWEDEN Isabella’s

old-

est associates in Europe are to be found

i n

Sweden. Since the mid sixties KAMA Fritid AB has represented Isabella on the Swedish market and has established

ISABELLAHØJ, VEJLE - WHERE IT ALL HAPPENS!

The Management of Isabella with the founder, Søren Odgaard in the front.

CONTINUITY AND STABILITY - PAST, PRESENT AND FUTURE Good organisation enables Europe’s largest

All three have been with Isabella for more than 25

awning factory to continue its

years, and have helped create secu-

expansion of both plant and asso-

rity and stability within this, the

ciate companies.

largest awning factory in Europe,

Inevitably,

people

have

during its continuous expansion.

come and gone over the years,

Also, all employees with

but the stability of the company

service records of 10 and 25

can best be found by looking at

years are recognised by special

the long service records of many

anniversary celebrations. And, it

employees both in management

is traditional for the event to be

and production.

marked by the planting of an oak-

Three of the “old boys” are:

tree named after the person. This

Robert Hansen - Financial Director

gives an everlasting memorial

and Company Spokesman.

to all past and present Isabella

Niels Wind - Export Manager.

employees.

Carsten Dyg - Sales and Marketing Director.

A new era for carefree holidays In 1957 Jydsk Camping hire shop offered: “Holidays

camping equipment. This prompted the chairman

for everyone! Go on holiday, when you want, and

of DCU, E. Herløv Jørgensen, to call

stay where you want - for 1 krone a day”.

camping an “Association” for the

And for once, this was a slogan which kept

first time.

its promise! One krone a day and, with an eye to a

But at about the same time,

growing market, the farmers and land owners even

new products appeared on the

gave free hay to sleep on.

market and shook the Camping

Freedom holidays had become available to

Association a little. These were

everyone, and from the start of the sixties the high

the large awnings for permanent

number of campers showed that it had become

caravanning which were to become

an “Association”. The Volkswagen was now being

the Dane’s alternative to the summer

packed with Isabella’s “Car tent”, and while the

cottage. Along with increasing sales of

first charter tourists flew south to what was then

caravans and matching awnings, the

referred to as “abroad”, others chose to erect their

camping sites now had a new type of

tents on the more local “Lolland and Falster”.

resident. These were the permanent

Some years were yet to pass before we became

caravanners who, year after year, from

experienced travellers with knowledge of travel

April to November, camped in the

destinations such as Southern France, Northern

same place.

Italy and Spain.

In 1977 the Camping Association was

By 1967, half a million Danes were esti-

strengthened by the entire camping industry form-

mated to be campers. Also, to the delight of Isa-

ing its own business association. Søren Odgaard

bella, it was announced that some 35,000 Danes

was among the promotors and became the first

intended to invest approx. 100 million krones into

chairman of the association.

RELATIVE VALUES A major feature of Isabella’s success is the harmo-

ence are of prime importance. High standards are

ny between management and staff, and the strong

expected of every worker but the days are never

loyalty and pride each employee feels towards the

dull and the rewards are rich.

Company.

The expertise and standards of excellence

Two such are Sonja and Jonna: Sonja has 28

required by Isabella is something

years service to her credit, and Jonna has just one

that no training college or course

year, but both agree on the friendly environment

can teach. It can only be learned by

and feeling of wellbeing experienced at Isabella.

“hands-on” experience, and the high

Discussions on major items always involve all

percentage of Isabella employees

members of staff, both new and those more expe-

with long service records are a testi-

rienced, and opinions and ideas are carefully con-

mony to the patience, understanding

sidered. New employees very soon learn that they

and care extended by the Isabella

have joined a caring Company where their welfare

management to its employees. As the

is as important as the training they receive.

principals modestly say “We do our best to keep

Despite modern machinery and techniques,

a happy workforce” - is this why so many retired

sewing tents is still a craft where skill and experi-

employees still visit...?

ISABELLA - LOVED BY MANY, RESPECTED BY ALL Alfred Pedersen has been an Isabella dealer for

Ultimately, this means that he can sell an Isabella

over twenty years, and is proud of it. Proud to sell

awning safe in the knowledge that the customer is

a quality product that has always

buying a quality product.

been second to none in its design

Isabellaâ&#x20AC;&#x2122;s calibre shows in

and materials; and proud to rep-

the small things, such as the great

resent a company that is solid and

care given to detail and time given

trustworthy.

to look for small improvements

He knows that Isabella is

that will benefit the end-user. This

honest, credible and has respect

is apparent in everything made,

for all its customers, giving confi-

and shows Isabella appreciates

dence in day to day dealings.

the purpose of an awning and the

Alfred Pedersen especially emphasizes the

needs of the customers. This attention to detail

human qualities in the company. Honesty and

can be felt and shows they know who and what

respect are the key-words in a relationship he

they are dealing with...

would call more of a friendship than a business connection.

I REMEMBER! THAT WAS WHEN THE ZIP GOT STUCK! Over the years, we have received many funny

Following this, the development depart-

stories about caravanners experiences. But some

ment of Isabella carefully goes into the sugges-

of the letters have also contained good ideas

tions, and

and suggestions for improvements. Some

if they prove to be feasible, production is adapted to cater

have been small, some more detailed,

for them.

and some very useful but, all of great interest.

At this point, we would like

This gives us great pleasure

to take this opportunity to encourage

because, among other things, they

caravanners to continue to let us know of

reveal details of users concerns, e.g.

any ideas for improving Isabella awnings, thus

about various weather and climatic con-

helping us to keep in front of the competition.

ditions for which there may be special needs.

We look forward to hearing from you.

CRAFTSMANSHIP AND PRIDE IN THE PRODUCT - THE INGREDIENTS OF SUCCESS Excellence of design and quality control are the

considerably more reliable than any machine.

hallmarks of Isabellaâ&#x20AC;&#x2122;s success.

An Isabella awning is sewn in stages, and

40 years of producing progressively innova-

after the material has been cut, the sewing machin-

tive and superb quality awnings proves that Isa-

ists take over. Front, sides, and roof are finished,

bella is, quite simply, the best!

checked once more, and assembled

With an Isabella roof over

into a complete awning. Every day,

your head, you have the finest

awnings are taken at random for test-

available material made to the

ing and the rest are checked to the

highest specification to protect

last detail. In this way, the machin-

you from even the worst holiday

ists are continually aware of the

weather.

importance of the finished quality

Frame, gutter, lower panel, zips, windows,

of their work.

peepholes, and many years experience of awning

Experience and skill are needed to sew

manufacture, combine to offer the caravanner the

an awning, and because of their many years with

security he is seeking. Four decades of usage by

Isabella, the machinists are well equipped to fin-

experienced caravanners is living proof of the suc-

ish the awnings to the high standard required, not

cessful construction and material of an Isabella.

least of which is the precision sewing of zips - a dif-

The first steps to an Isabella lie in the cutting

ficult task demanding specialist skills.

room where, to begin with, the material is checked

Many of the quality-minded employees

for any flaws. Both the checking and the cutting are

have been trained by Isabella, and every day we

manual because the skilled eye of the craftsman is

enjoy the loyalty of long serving staff members.

1957 1997

NO SACRIFICE TOO GREAT FOR QUALITY The combination of high quality, design and atten-

als which come from the best and most reputable

tion to detail are the main reasons for the large

fabric makers.

market share Isabella has.

The increase in market share and produc-

Ivan Odgaard, one of Søren Odgaard’s two

tion can be charted when the plant is compared

sons in the company, is responsible for the strict

with how it was 10 years ago. Isabella’s production

standard of quality, finish and delivery times of the

area and warehouse now covers a massive 12,000

many thousands of awnings leaving the production

square metres.

rooms annually.

Isabella is proud to have managed the many

Among other things, it is also his responsi-

demands this expansion has made on resources.

bility to control the supply and use of raw materi-

campion production aps

FOLLOWING ISABELLA FOR TWO DECADES “Through almost two decades we have followed

We are convinced that the esprit-de-corps within

Isabella closely.

Isabella, gives a firm basis for the future, and we

Isabella’s idea of the ‘awning of tomorrow’

wish you good luck for many years to come.

has been the force behind the new thinking and development which, over the years, has been

Happy anniversary.”

significant for the company. Together with a team of committed employees, they have succeeded

Ole Østrup

in creating a name that is recognised not only in

Managing Director

Denmark but throughout Europe.

OPTI-LYSTA A/S

STILL PRODUCING NEW IDEAS “Production of the Borgward Isabella car came to

Ten Cate is not surprised by your success in reach-

an end many years ago. However, we at Ten Cate

ing 40 years. As with all good things, “First Lady”

know that “First Lady” Isabella, named after it, is

Isabella has grown more attractive with time.

still looking ahead and approaching the new century with confidence.

As a supplier, we at Ten Cate have, over the years, had the privilege of being in a position to

Well done Mr. Odgaard Sr and to both of his

observe your progression in the camping industry.

sons! To survive and grow in a market that is still

We wish you and your staff many more years

expanding, and with increasingly tough competi-

of success.

tion, is no mean achievement. TEN CATE Only the utmost devotion and perseverance together with a large dose of common sense guarantees success in this industry.

WORLDS BEST TENTCLOTH

A 32 YEAR ASSOCIATION “32 years of co-operation between Isabella and

At the time, Isabella had already intensified its

Sattler.

exports throughout Europe and attention was

For many years, Sattler material was only

especially focussed on England, Sweden and

sold in Austria and its near neighbours, and export

Norway

activities to Scandinavia were not established until

Because of the close co-

1960.

operation between Isabella and Sattler first made contact with Jydsk Camp-

Sattler on technical develop-

ing Industri A/S in 1964, establishing a business

ment, such as deciding on the

relationship that has grown stronger throughout

design of the finished fabrics, we

the past 32 years.

at Sattler hope to have made a

With his focus on manufacturing as many

decisive contribution to Isabel-

awnings as possible for the market in Denmark,

la’s many years of success.

Søren Odgaard and his staff succeeded in mak-

We are certain that Isabel-

ing Isabella the most successful plant for caravan

la’s endeavours to always offer the best possible

awnings. Significant at that time, as now, was that Isa-

product, will maintain Isabellas current leading

bella offered products of high quality and therefore

position.

naturally looked to Sattler for the best materials.

We congratulate Isabella on its 40th anniversary and wish every success for the future.”

SATTLER TEXTILWERKE OHG GRAZ THONDORF

A BRIEF HISTORY OF ISABELLA Søren Odgaard established the Isabella Founda-

The 1997

tion in 1978. The purpose of the Foundation is to

management

support and benefit outdoor life and activities. It is

team at Jydsk

also designed to support both present and former

Camping

employees of Jydsk Camping Industri.

Industri A/S

1996 saw the latest contribution from the

- ISABELLA

foundation when 10 large KOMPAN playgrounds

are:

with slides, climbing frames etc. were given to

Robert W.

camping sites in Denmark, which will be especially

Hansen

enjoyed by young caravanners.

(Spokes-

Over the years, many employees have been supported either directly or in the form of activi-

Jydsk Camping Industri A/S

Campion Prod uction ApS, Vejle

man), Carsten Dyg, Ivan Odgaard, Peder Odgaard.

Isabella Interna Camping Ltd., tional England

Isabella Nederla nd B.V., Holland

ties such as theatre trips, study tours, Christmas shows, week-end stays and the art fund of the

The committee of the Isabella Founda-

company.

tion in 1997 are:

Norsk Isabella A/S, Norge

Lawyer Mogens Thyssen, master carThe first Isabella subsidiary to be estab-

penter Erik Jensen, Carsten Dyg, Robert

lished was England in 1970. Following this was

W. Hansen, Anna Odgaard and Søren

Holland in 1982, Norway - 1985 and, last but not

Odgaard, chairman.

least, Germany in 1990. For past and present loyal service, the The board of directors in 1997 at Jydsk Camping

board of directors wish to express sincere thanks

Industri A/S - ISABELLA are:

to employees of the subsidiary companies, to the

Søren Odgaard, chairman

employees in Vejle and Odense and, to the deal-

Ivan Odgaard, Lars Erik Odgaard, Anna Odgaard,

ers. We also extend thanks and gratitude to our

Robert W. Hansen and Mogens Thyssen.

suppliers and to the users of Isabella products.

Isabella Vorze Deutschland Gmlte bH, Tyskland

MY STORY as told by Søren Odgaard “Actually, it all began with car trading. In 1946 I sold

The following year I joined forces with a local sadd

my renovated Ford 1930 which was the car I bought

ler and, in 1959, purchased a redundant building at

in exchange for my beloved Nimbus motor cycle.

the “Vandel” railway in Grejsdalen where I started

It all happened because of the desire to start my

my first production line.

own company, that is “Vestergades Materielhan-

The innovative house tents continued to

del”. The trade-in of the car brought in an amount

grow in popularity and, by 1961, production and

which, together with a loan of 8,000 dkr. from Den

a large Showroom on “Nørremarken” - the present

Danske Bank and two solid guarantors, constituted

Isabellahøj - were fully operational. During the

the working capital of the newly established com-

sixties, the business developed rapidly. Caravans

pany. The association with Den Danske Bank is

became fashionable and it was increasingly clear

very beneficial to both parties and I am honoured

that caravan AWNINGS were in demand. Always

to be a member of the Bank’s local neighbourhood

quick to seize an opportunity, Jydsk Camping

council.

Industri went into production with its first models.

So, to everyone’s surprice, on the 1st of

In 1973, tent production ceased and the

April, 1957 I sold the business in Vestergade. This

business concentrated on awnings and other cara-

was the beginning of a whole new venture into

van accessories. To cope with the ever increasing

camping which, at that time, was not considered a

demands for Isabella awnings, we have constantly

business at all and was an unknown concept. Dur-

expanded our buildings and are now the largest

ing that first year, besides selling and hiring out

awning factory in Europe. In 1994, Isabella bought

my own tents, I purchased and sold other small

the Telt Larsen factory in Odense. This has consid-

tents and camping equipment, and I found there

erably increased production space to enable Isa-

was tremendous interest in my ideas. Also, having

bella to cope with the ever growing demands for

become entranced with the outdoor life, quite a

Isabella awnings both now and in the future.” Søren Odgaard

few customers bought the tents they had hired.

SIGHTS ARE SET TO THE FUTURE Peder Odgaard was, if not born to the job, then

attention to finding a more durable product.

at least brought up with tents. “Job” is probably

The material was found on the deck of a trawler!

not the right word - life style is a more accurate

- a rubber string with polyester spun around it and

description, because in the development depart-

strong enough to secure fishing equipment, had to

ment of Isabella, Peder and three other members

be suitable to keep an awning in place. The result

of the staff live and breathe camping all day, every

of these exhaustive investigations is “Isaflex”

day.

which was perfected in 1989 and which can be fitted to all Isabella awnings from 1960.

You need a technicians sense of practicality and research ability. You need an architects

The “Hercules” tensioning tool is another

flair for design and colour. And, most of all, you

invention from Isabella which, as with the rubber

need camping in your soul. Only then can you

rings, is the result of Isabella’s intensive research.

understand and investigate solutions for the cara-

The awning of the future will need to comply with new environmental demands and before long

vannners needs. One such subject of research was the rubber

we could be seeing much smaller cars. What will

rings which tether the awning to the pegs. These

the caravan then look like? - and the awnings? Who

rings had always been made of rubber which has

knows, perhaps alternatives which no-one has yet

a tendency to perish, and it has sometimes been

thought of are on the way.

necessary to replace these every year. Isabella was Except maybe Isabella.

concerned about this small but annoying feature and the development department turned their

Jydsk Camping Industri A/S Isabella IsabellahĂ¸j 3 DK-7100 Vejle Tlf. +45 75 82 07 55. Fax +45 75 82 06 93 Internet: www.isabella.net