Isabella Anniversary 2007 by Isabella A/S

Isabella Magazine

List of contents:

50 years of progress

50 years of progress . . . . . . . . . . .

Isabella’s founder . . . . . . . . . . . . .

Preface to chronicle . . . . . . . . . . .

The Isabella Chronicle . . . . . . . . .

Phoenix rises from the ashes . . . .

Ideas in stock . . . . . . . . . . . . . . . .

We were proud when our company celebrated its 40th anniversary. But a 40th anniversary is nothing compared

25 years at Isabella . . . . . . . . . . .

to a 50th anniversary. Fortunately, many companies make it this far. Sadly, however, there are many others that

An awning’s road to the consumer begins with the consumer. . . . . . .

Camping at its best. . . . . . . . . . . .

Dear reader, Is it any wonder that we have chosen to make something of Isabella’s 50th anniversary?

do not.

We believe the reason for Isabella’s success lies in the fact that we have always been humble in the face of our company’s achievements. We have approached every challenge we have faced with care and attention. We have

The triumphant progress of the large Penta awning . . . . . . . . . . . .

taken the time to think things through carefully. More importantly, we have put our energy and resources into

Camping through the ages . . . . . .

manufacturing quality products.

It’s good to play. . . . . . . . . . . . . . .

Holidays and camping in 2031 – a time travel story . . . . . . . . . . .

Robert Storm Petersen, a humorist of great repute in his native Denmark, once said: “Nothing in life comes 32

systematic approach and mutual inspiration.

Quality is not something we’re prepared to discuss! . . . . . . . . . . .

Isabella Vision . . . . . . . . . . . . . . .

Isabella launched my career . . . .

Artist achieves synergy at Isabella . . . . . . . . . . . . . . . . . .

Winter camping . . . . . . . . . . . . . .

Spending time in the sun . . . . . . .

Anniversary camping grill menu . . . . . . . . . . . . . . . . . . .

With Isabella amongst southern Poles and northern Poles . . . . . . .

Europe’s longest camping trip was a success . . . . . . . . . . . . . . .

Importers / subsidiaries . . . . . . . .

Isabella Magazine August 2006 The magazine is printed on 115 g silk in Nimbus Sans and Nimbus Roman. Production: Isabella A/S.

Isabella Magazine :: 2 ::

free, except pocket ﬂuff!” We can only agree with his observation – Isabella’s success is purely the result of our

Isabella and every member of the company’s staff continuously seek to improve their performance, and we are very grateful for the standing granted to us by Europe’s caravanners.

With this 50th anniversary volume, we would like to invite anyone with an interest in our company to step into our world. At Isabella, we pride ourselves on our continuous dialogue with our customers, our distributors, importers, suppliers, business contacts and, naturally, friends of the company. In the following pages, you will ﬁnd ”The Inside Story of Isabella.”

Happy reading.

Isabella’s founder By journalist and travel writer Jens Jørgen Larsen, Denmark

fulﬁlled his mission and became a legend in the camping world

ho would have thought that caravan-

Highly respected

ning would become such a popular

Søren Odgaard was loved by all. He was a good fa-

lifestyle choice in the new century?

ther, a good employer, a good and loyal colleague and

Isabella’s founder, Søren Odgaard – that’s who! His

– more than anything – a business leader who always

far-sightedness was almost legendary, and he had a

kept his word. For this reason, he was loved by import-

sixth sense for seeing into a future which we can only

ers, distributors and the entire camping industry alike.

rarely predict with any success.

That Søren Odgaard was a good employer is evidenced by the fact that many employees have been with the Søren Odgaard

Only the best

company throughout its expansion. They knew a Søren

As you set off on a new path, it is easy to feel a lit-

Odgaard who was always interested in them, and a

tle apprehensive. Not so Søren Odgaard. He believed

business leader who was never afraid to praise his em-

both at home and abroad. He almost lived to cel-

in his ideas, and he was true to his concept: to cre-

ployees or his suppliers when praise was due.

ebrate the company’s 50th anniversary – and what a

ate unique tents and caravan awnings of the high-

shame he didn’t. But wherever he is today, he would

est quality in a functional and elegant design. Søren

Grand old man

rejoice, be proud and wish us all many happy hours

Odgaard started a small business hiring out tents,

Søren Odgaard became the grand old man of the

of camping in the future.

and before long he had set up his own production of

camping industry, an industry which awarded him

cottage tents. These were soon followed by awnings

numerous accolades. It was thus well-deserved when

The camping pioneer and legend Søren Odgaard will

that rapidly became so successful that they overshad-

Camping Branchen, the Danish association of camp-

always be in our hearts.

owed the cottage tents, which the plant subsequently

ing equipment manufacturers, bestowed its honorary

ceased to manufacture. Søren Odgaard remained

award upon him. Søren Odgaard thoroughly enjoyed

true to his interest in camping and outdoor living.

the celebrations that accompanied Isabella’s 40th an-

When Isabella celebrated its 40th anniversary, Søren Odgaard said:

niversary. Søren Odgaard is no longer with us. He lived to be 82. He passed away in 2005, a proud and satisﬁed entrepreneur who lived to see his company succeed

Søren Odgaard was awarded Camping Branchen’s honorary award in 2003.

Isabella’s founder

“

Some would say that they could have done it better. Some would probably also say that they would have done it differently. But I did it my way. And if I hadn’t done it my way, it might never have been done.

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Preface to chronicle ing Industri since it was to be found on the large Danish peninsula of Jutland, at the top of the European continent. The awnings became a brand under the name of Isabella. Over the past decade, Isabella has expanded dramatically – so much so that the company’s growth has amazed even experienced

By journalist and travel writer Jens Jørgen Larsen, Denmark Measured against the endless number of stars in the universe, 50 is an insignificant number. But if we bring the figure down to earth and look at it from the point of view of the camping and leisure industry, then a 50th anniversary suddenly acquires substance and significance.

marketing experts.

An annual production of many thousands of awnings speaks for itself. If we translate that annual production into square metres, the units produced every year would cover an area of 687,000 m2, or the equivalent of 104 football pitches.

The Isabella name has become synonymous with

n fact, the ﬁgure suddenly sounds rather im-

the foundations for the company that was to become

the type of awning that consumers and caravanners

pressive. Because 50 years is a long time. It’s

the largest manufacturer of awnings in Europe.

have come to trust. Many different types of Isabella

the number of years that have passed since the

visionary Danish businessman, Søren Odgaard, laid

awnings may be found proudly gracing caravan sites The company was originally known as Jydsk Camp-

around the world. They are a tasteful addition to the holiday homes of caravanners, from the boot of Italy to the North Cape, from Ireland to the Baltic. On the following pages we will reveal the inside story of Isabella and paint a portrait of its founder, Søren Odgaard, who came so close to celebrating his company’s 50th anniversary with you and all of us. Søren Odgaard would have loved to be here today.

The Management

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Preface to chronicle

The Isabella Chronicle:

From a humble beginning to a leading position in Europe

By journalist Ole C. Jørgensen

n the mid-1950s, it seemed like a stable career

enterprising Odgaard had a rewarding career ahead

in the retail trade was on the cards for the

of him.

young Søren Odgaard. At that time, he ran

Mrs Gustavsen in the sewing room in Grejsdalen

a successful retail chemist outlet in Vestergade in

Whether it was an intuitive awareness of the explosive

Vejle. The shop expanded steadily, and at a time

growth awaiting the retail trade, or the need and de-

chemist shop in 1957 is a question which he himself

when the Danes hardly knew what self-service stores

sire to become involved in what was then an unknown

never fully answered. In reality, it was probably a bit

and supermarkets were, it seemed as if the young and

industry which led Søren Odgaard to sell his retail

of both. Isabella’s subsequent success certainly demonstrated that his foresight, his desire to explore new paths, his business acumen and his ability to recruit the right people formed the basis for the astounding growth experienced by the Isabella factory under his leadership over the course of the next 50 years. There were no doubt many who felt that Søren Odgaard was about to enter an uncertain world with the starting capital he obtained from the sale of his chemist shop. But as far as the young man from Vejle

The factory at Grejsdalsvej 17 in the former ofﬁces of the Vandelbanen railroad 1957 Søren Odgaard sells his retail chemist shop

The Isabella Chronicle

was concerned, the world was very simple. During primitive camping trips with his family, he had seen the opportunities offered by a world of outdoor leisure which, until then, had primarily attracted scouts and the odd nature lover. He was convinced there was a huge, untapped market out there, especially in light of the advances in welfare and the increase in leisure time experienced by the Danes at a time when

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Eskimo

The Borgward Isabella and the management team in 1997 the hardships of the post-war years were giving way

It was a straightforward enough message, and it en-

to a sense of optimism and energy.

ticed a steady stream of customers to visit the outlet in Grejsdalen to try this new, exciting type of holiday

It all began in the garage in the cellar below the

Lux 1970

for themselves.

family home at Grejsdals Landevej no. 6, at the north-western edge of Vejle. The company’s name

Many were so impressed that they wanted to buy the

was Jydsk Camping Udlejning, later Jydsk Camping

equipment they had hired, and in just a few short

Industri A/S.

years the rental outlet was transformed into a sales and production company.

The Isabella name Opinions differ as to how Søren Odgaard came up

By 1959, business was so good that Søren Odgaard

with the name Isabella for his products. One of the

decided to manufacture the ﬁrst of his own products.

most widely accepted theories is that the name came

Just a year later, his continued success led him to

from a beautiful classic car of the time, the Borgward

purchase the old station building in Grejsdalen,

Isabella. Another theory is that he was inspired by

which had recently been vacated by Vandelbanen’s

a beautiful Spanish queen of the same name. In an

railroad. The premises were modiﬁed to manufac-

Kongo 1960

unguarded moment, Odgaard himself said that he thought the name sounded beautiful, elegant and digniﬁed – just like his products. In the garage in the cellar at Grejsdals Landevej, he opened a rental outlet for tents, air mattresses and gas heaters. Even at this early stage, future caravanners were given a taste of Søren Odgaard’s ability to communicate simple advertising messages. One of the ﬁrst ads for his new rental business read as follows: “Go on holiday when you want, and stay where you want, for a krone a day”. 1959 Søren Odgaard completes the initial production run, and the Capri cottage tent is launched

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Isabella 7 - 1963

The Isabella Chronicle

ture tents, but not before Søren Odgaard had found a gifted upholsterer in Vejle who could handle the technical aspects of the production process. At this time, the company focused solely on exfactory sales, and the products were exhibited on the nearby meadows in Grejsdalen. Rapidly increasing sales, combined with the almost insatiable appetite for camping exhibited by Danes, meant that production and sales soon outgrew the old station building.

The portholes that were never copied By 1961, production was expanding at such a rate that Søren Odgaard was forced to make a quantum leap. He went ahead and purchased a larger plot of land at Nørremarken near Horsensvej road in Vejle – the area that would later be renamed Isabellahøj by the local municipality. A small showroom, an up-to-the-minute sewing room and some long-awaited storage facilities were con-

Auto tent 1960

structed on the new plot. The high quality of materials and manufacture that are still characteristic of Isabella’s products today were guiding factors in the new specially-designed production area. As far as Søren Odgaard was concerned, quality should never be compromised. Until that time, production had included old-

fashioned ridge tents, cottage tents and the so-called

The rapidly expanding business in Denmark led

auto tents, which in reality were also cottage tents

Søren Odgaard to look abroad, and the ﬁrst Isabella

but somewhat easier for Danish camping enthu-

cottage tents were exported to Norway in 1961.

siasts to take abroad with them. 1961 also saw a

They sold well and success on the Norwegian market

marked change in the camping equipment industry,

augured well for further growth.

with campers rapidly abandoning the more primitive forms of camping and moving instead towards greater comfort.

The sewing room at Nørremarken

The company’s new premises at Nørremarken 1965

1961 The new premises at Nørremarken are constructed

1962 Products are exhibited in the meadows

The Isabella Chronicle

Sprite 400

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tionality are continually reassessed. Experienced caravanners will undoubtedly remember the story of Isabella’s winter awning, which was tested in stormy weather and arctic temperatures. The awning survived, and the story served to underline Isabella’s reputation for quality and development. 1963 and 1964 saw a huge increase in the sale of caravans in Europe. The Danes were no exception, and the result was a marked rise in the demand for awnings although the cottage tents remained popular. Jydsk Camping Industri had also begun to sell caravans at Isabellahøj during this period. The sewing room had to be expanded a couple of times during the mid-1960s in order to keep up with demand.

Søren Odgaard at the factory The company’s trademark, the Isabella portholes,

that the portholes are the only thing that other awn-

were also introduced at the beginning of the 1960s,

ing manufacturers in Europe haven’t been able to,

though the initial version was somewhat more sub-

or dared, copy over the years. Isabella’s production

stantial than the ones that have characterised the

gathered pace in the 1960s, when one new and ex-

awnings from Isabellahøj over the past decades. The

citing awning from Vejle after another saw the light

story in the industry, usually related with a smile, is

of day as the factory’s product development efforts intensiﬁed. The result was an actual research and development department, where design, durability and func-

Søren Odgaard at the entrance to the canteen

1964 The ﬁrst awning goes into production

1963-64 Caravans go on sale at Isabellahøj

1967 Søren Odgaard devises the so-called A-measurement for awnings

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Winter scene with awning – 1965

The Isabella Chronicle

Sales of caravans continued to increase at the beginning of the 1970s. The fact that many Danes wanted more comfort on holiday meant that large numbers of campers abandoned the cottage tents in favour of caravans and, in some cases, trailer tents. This period also signalled a change in the existing conﬁguration of tent manufacturers. At the beginning of the 1960s, there were about half a dozen manufacturers of different types of tents in Denmark, but a drastic decrease in the demand for cottage tents meant that several producers went out of business, leaving a market that was only capable of supporting a tiny number of manufacturers. The canteen

A milestone In 1967 Søren Odgaard devised the so-called Ameasurement (ground-to-ground measurement) for awnings, which is still used to this day. The A-measurement was a real milestone, for manufacturers as well as caravanners. In simple terms, the system sought to standardise awning measurements. Rather than manufacturing special awnings for the many different types of caravans on the market, manufacturers could produce a range of standard awnings which were suitable for all different caravans. Isabella Lux 1970 at Rindbæklund

In 1973 Jydsk Camping Industri decided to concentrate exclusively on awnings, thus abandoning the production of cottage tents and the sale of caravans. This proved to be a winning decision, not least in light of the drastic increase in imports of cottage tents from countries with far lower production costs. As interest in camping grew, the need arose for further product development. Initially, attention turned to the materials used in the manufacturing process. The old cotton tents had their limitations during temperamental Danish summers, and Søren Odgaard therefore entered into close collaboration

Isabella 360 - 1967 1971 Isabella’s premises are extended 1969 The canteen and sewing room no. 1 are built

The Isabella Chronicle

with what was then Vejle Dampvæveri. The result 1975 Isabella sets up a subsidiary in Great Britain. New developments in tent canvas see the introduction of acrylic canvases and polyester-coated roofs.

was a new roof with synthetic polyester interwoven into the canvas. Crucially, the new roof was far more water-tight and it was also far more durable.

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1975 saw a dramatic development in the quality of tent canvas brought about by the need for more durable awnings. The Danes, who had previously gone on holiday for a two-week summer break and a few weekends a year, suddenly began to view their caravan and awning as a kind of summer cottage, a holiday home to be used from early to late summer. The cotton awnings were unable to withstand the weather for such a prolonged period – especially during consecutive seasons. The revolutionary new development saw the introduction of acrylic canvas and polyester-coated roofs, and caravanners quickly took to the new and more durable awnings.

Olympia Acrylic – 1979

Olympia Gold – 1972

1977 Isabella’s 20th anniversary – the brown and orange Olympia Acrylic anniversary model is launched 1975 The trend-setting Isabella beige colour is launched

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1979 The entire output of awnings for the 1980 season sold out 1980 There are now more than 100 employees 1982 The Ambassador, Isabella’s most popular awning, is launched

The Isabella Chronicle

Olympia Acrylic In 1977, in its 20th anniversary year, Jydsk Camping Industri (now known simply as Isabella in camping circles) launched an anniversary model: the Olympia Acrylic, produced in shades of brown and orange. It was a run-away success – not only because of the quality, but because it encapsulated the trend-setting colours of the day. In 1979, the Olympia Acrylic really took off. Brown and beige were the ‘in’ colours at the time, and Isabella revolutionised the market by introducing an awning built to a new design, where the sides and the front could be removed or rolled down halfway according to the needs of caravanners. Isabella’s success almost brought the company to its knees. Although relatively optimistic when it determined the production capacity, sales of the Olympia Acrylic exceeded even Isabella’s wildest expectations. The Ambassador 2502 – 1991

The joy experienced in connection with the company’s success was somewhat overshadowed by its frustration at being unable to keep up with demand. Isabella never wanted to end up in a similar situation again, and a rapid expansion of the production facilities was agreed. By 1980, the company had more than 100 employees. Over the years, Søren Odgaard created a strong team of skilled employees, not just in production but in sales, development, administration, ﬁnance and logistics. The best-selling awning in Europe to date was launched in 1982. The Ambassador range, which has undergone continuous development, is still marketed on the basis of the original concept. Isabella’s exports also underwent rapid growth in the 1980s. Up until this point, sales to a number of European countries were primarily handled by importers. Isabella had had its own subsidiary in the United

Isabella’s ﬁrst forklift truck in the raw materials storage area in the 1970s

1982 A subsidiary opens in the Netherlands

1985 Campion, the new pole factory, opens Another subsidiary opens in Norway The revolutionary IXL ﬁbreglass pole system is developed The Penta, the largest awning on the market, is launched 1990 Isabella enters the German market

The Isabella Chronicle

The Penta

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Kingdom since 1970, but in 1982 the company set up another subsidiary in the Netherlands, which, in relation to the country’s population, was the camping capital of Europe. In 1985, another subsidiary opened in Norway, followed in 1990 by yet another in Germany. Isabella continues to have a succesful working partnership with an importer in Sweden, which has always been one of the company’s main export markets.

Developments in Denmark In the 1980s, Isabella recognised that Denmark was its most important market, not just because of the sales volume but also because close contact with caravanners and distributors at home meant that the company was in a position to develop and manufacture its awnings in response to the needs of the market, and to react rapidly when new trends emerged. It is no exaggeration to say that the entire European The ﬁrst large sewing room in 1969

awnings market was characterised by Isabella’s innovative thinking and efforts to improve quality. Until the mid-1980s, all awnings were sold with galvanised steel poles. In 1985, however, the demand for greater mobility lead Isabella to develop a revolutionary fibreglass pole system, the IXL system. The new poles weighed far less than the traditional steel poles, and their strength and flexibility meant that the system was a very close contender in terms of quality. The main advantage, as far as touring caravanners were concerned, was that there were far fewer kilos to carry around, and that the awnings were far easier to erect. 1985 was also the year in which the largest awning on the market was launched. The pentagonal Penta, with its ingenious pole construction, did not require a support pole in the middle of the awning to hold the roof. Despite Isabella’s optimism and hard work, the factory found it difficult to keep up with demand in the

Camping in the 1980s

ﬁrst half of the 1990s. The company consequently acquired TeltLarsen in Odense in 1995, and set about adapting it for its own production.

1997 Isabella celebrates its 40th anniversary 1995 Isabella acquires TeltLarsen in Odense

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Isabella responds 2000 Isabella begins cooperation with a factory in Poland

The pace of progress meant that there was hardly time for a backward glance in 1997, when Isabella celebrated its 40th anniversary.

The Isabella Chronicle

Juelsminde Camping in the 1990s

Toilet tent – in production for approx. 25 years

Professor Glob took a number of cottage tents with him on his desert expedition among the Bedouins

The market was in a constant state of change and development. Suddenly, there was an increase in demand for cheaper products as opposed to the highquality awnings that were Isabella’s trademark. As a result, the factory began to develop a new series of products of the same high quality but with fewer features than the traditional Isabella awnings.

The Isabella Chronicle

2005 Construction begins on the new buildings at Isabellahøj

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In practical terms, this was achieved by entering into close collaboration with a Polish factory which was able to fulfil Isabella’s stringent production requirements. This partnership, which began in 2000, has since flourished. Despite increased capacity in Poland and in other locations around Denmark, it became clear after the turn of the millennium that developments in the market demanded further expansion at Isabellahøj. In 2005, contractors broke ground on an imposing new project designed to house Isabella’s new up-tothe-minute administration offices, a new impressive showroom and a more efficient warehouse.

Søren Odgaard’s spirit lives on Isabella’s founder, Søren Odgaard, died in 2005 having remained active until the end. Over the last dozen years or so, he had implemented a number of measures designed to ensure the factory’s continued existence, such as establishing the Isabella Foundation and hiring a number of skilled managers and employees.

ing phase, when future growth suddenly raises differ-

Søren Odgaard’s near legendary intuition has also

ent demands for management and development.

meant that the company is now in a position to grow

The mix of young and experienced employees has

while retaining its position as the leading awnings

been one of Isabella’s strengths over the years. A

One of the most important reasons for Isabella’s re-

manufacturer in Europe. Isabella’s products will still

number of vital managerial posts have been subject

markable transformation from a pioneering compa-

be in demand, and will continue to be copied, in the

to a gradual generation shift lately, thus ensuring

ny to the largest and most advanced specialist manu-

future.

sustained continuity and the continued development

facturer of awnings in Europe lies in its founder’s

and expansion of the Isabella factory.

ability to appoint skilled managers and to delegate

Søren Odgaard knew that nothing comes of nothing

responsibility while keeping both feet ﬁrmly on the

– and his spirit is alive and well at the factory at Isa-

Many entrepreneurs ﬁnd it difﬁcult to keep up once

ground. And, of course, Søren Odgaard’s talent for

bellahøj.

their company has made it through the ﬁrst pioneer-

handling money.

Sun-Z

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Universal 240

The Isabella Chronicle

Phoenix rises from the ashes...

By Peder Odgaard, Technical Manager In the summer of 2004 Isabella suffered a serious ﬁre in its oldest showroom

n the summer of 2004, Isabella suffered a serious ﬁre in its oldest showroom, and only the remarkable efforts of Vejle Fire Brigade and

personnel from two ﬁre stations in nearby towns prevented the ﬁre from spreading to Isabella’s production hall and warehouse.

“

As Søren Odgaard stood among the smoking embers the day after the ﬁre, he decided that a new administration block and a new warehouse should be built on the attractive piece of land alongside the main road.

As Søren Odgaard stood among the smoking embers

”

the day after the ﬁre, he decided that a new administration block and a new warehouse should be built on the attractive piece of land alongside the main

The second stage, the administration block itself, was completed on 24 April 2006 – a day that employees from Isabella’s sales and finance departments had looked forward to with a great deal of anticipation and excitement. They had been moved to other premises, including Isabella’s existing showroom, at the beginning of the construction process. Here, the sales representatives had established makeshift offices in the exhibited awnings, creating a small camp site that buzzed with activity between eight in the morning and five in the afternoon.

road. Three architects were invited to submit their tenders on the basis of ideas and drawings produced

ary 2006. It rapidly proved to be extremely func-

Just one look at the bright, well-arranged ﬂoors that

by Isabella’s employees, and in August 2005 excava-

tional and efﬁcient, much to the delight of Isabella’s

house the many ofﬁces makes it easy to see that the

tions were begun for the new 4500 m building com-

distributors. The warehouse stands like a 10-metre-

new Isabella building was worth the wait. Every fea-

plex designed by Westergaard|arkitekter.

high black monolith above an underground parking

ture discreetly reﬂects thorough planning and ﬁne

garage which is much appreciated by Isabella’s em-

craftsmanship – concepts that are not unknown

As promised by the main contractor, KG Hansen,

ployees since it offers direct access to the administra-

where Isabella and its products are concerned.

the new 2000 m warehouse was opened on 2 Janu-

tion block.

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Phoenix rises from the ashes...

As soon as you enter the new foyer, you are met by

which to present new Isabella models. In one corner

and computers to customers and business part-

a bright red 1957 Borgward Isabella coupé. Many of

of the atrium is an amphitheatre which will be the

ners throughout Europe – all from a corner of the

the company’s employees have enjoyed a trip in this

setting for many summer events arranged by Isabel-

atrium!

beautiful vehicle in connection with their service an-

la’s Art Society of which some 120 employees are

niversary. Tradition has it that they are picked up at

currently members.

home and driven to Isabella for a day of celebration

At the top of the building, with views across the town and the atrium, is a showroom which is large enough

– a small but festive part of a big day.

A new feature for users of the new Isabella build-

to exhibit a small number of special models, or for

One of the favourite parts of the new building is the

ing is that all technical functions are controlled by

small internal events. This ﬂoor also offers direct ac-

shared café. The facility has been inserted between

computer – the lights are automatically turned on

cess to the partially covered roof terrace. The sail

the two ofﬁce ﬂoors and juts out above the water and

and off, the doors open only with the correct code,

that soars above the terrace is termed a hyperbolic

into the enclosed atrium like a giant drawer pulled

the external sun shades are activated when a room

paraboloid by those in the know – and Isabella’s

out of the façade. In time, the garden will become

needs cooling, and the heating system takes into ac-

white sun sail was indeed designed by textile archi-

a peaceful green oasis and a beautiful space with

count the personal requirements of the building’s

tecture experts from CENO TEC. At night it is lit

sun benches and shadow trees – the ideal setting in

users. A wireless network connects the telephones

in slowly changing shades of red, and the sail soars above Isabella and rises towards the sky like Phoenix from the ashes – symbol of “the new Isabella”.

With its new headquarters in Vejle, Isabella has created a building for the future.

The sail on Isabella’s roof terrace was inspired by, among other things, the large sail that serves as the emblem of the largest European music festival in Roskilde in Denmark. The sail is made of acrylic and was supplied by our business partner Sattler’s subsidiary CENO TEC in Germany.

Phoenix rises from the ashes...

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Ideas in stock

By Peder Odgaard, Technical Manager Anyone can have an idea, but great ideas take time – a lot of time.

sabella has a large team of dedicated employ-

and prices… and what about the purchase of materi-

ees whose time and efforts are spent ﬁnalising

als, CAD-CAM documents, brochures, translations,

the company’s new products. Before a product

stock and production control, etc., etc.

reaches the launch stage, there are a great many things to be sorted out ﬁrst: weave patterns, sewing

In the midst of all these careful considerations and

methods, instructions, pole constructions, packaging

calculations, the product may not even make it

Typhoon

IsaFix locking clamp

Isabella Magazine :: 18 ::

Ideas in stock

Karen Ozmec, Lene Egly and Peder Odgaard

Hercules Twin

through all the development stages because the de-

The Vision also features a host of new design ele-

mands placed on our ﬁnished products are so high.

ments, and we believe – in all modesty – that we

This means that many ideas will not come to fruition

have created the most attractive awning ever, whose

straight away, but may instead be ‘shelved’ and al-

shape, colour and function unite to form a unique

lowed to mature. Not unlike good wines, which often

product which we are sure will be appreciated by to-

improve with age.

day’s caravanners.

One example of such a well-matured project is the

For 50 years, Isabella has been synonymous with

new IsaFix locking clamp. The elementary sketch for

progress and new developments within the camping

the IsaFix is more than four years old, but the “double-

industry. In the future, we will continue to bring forth

action gear box” was only technically optimised two

new ideas, large and small, which will mature and see

years ago, allowing the poles to be immobilised with

the light of day – at a caravan dealer near you!

a simple 180° twist of the handle. A patented technological breakthrough.

IsaFlex

Another example of ideas maturing over time is the Vision, Isabella’s anniversary model, which borrows several ideas from the Reﬂex prototype (Caravan Salon, Düsseldorf 2002), including the patterned shade and ventilation net and the integral gutter, which have been further developed since the Reﬂex project.

Ideas in stock

:: 19 :: Isabella Magazine

25 years at Isabella

n Isabella employee’s 25th anniversary of service is a very special celebration indeed. Although ofﬁcially excused from

work, employees spend the day at the ofﬁce being celebrated in style.

At the beginning of the day, employees are collected from their home address in the grand old Isabella Borgward by Ivan Odgaard and driven to Isabella, where the entire staff are waiting with ﬂags and bunting. A reception is also held on the day, attended by family and colleagues, and food is served in the cafe for all employees at the factory.

Anna Margrethe Jørgensen is greeted by ﬂag-waving colleagues on the day of her 25th anniversary of service

Søren Odgaard introduced a beautiful tradition on the occasion of the very ﬁrst 25th anniversary at Isa-

part of the celebrations to mark an employee’s anni-

The trees that are planted are oaks, because the oak

bella. He created a park on a piece of land adjoining

versary, he or she is joined by colleagues and family,

symbolises the perseverance and loyalty demonstrat-

the factory, where a tree is planted in honour of every

and all pay a visit to the park to plant the tree. The

ed by employees who remain with the company for

employee who has worked at Isabella for 25 years. As

ceremony is accompanied by speeches and a toast.

so many years. It is also the longest-living tree in this part of the world, and therefore the one most suited to bear witness to the event for many years to come. There is an old Chinese proverb which says “One generation plants the trees, another gets the shade”.

In the cafe at Isabella, there are pictures of all employees who have celebrated their 25th anniversary, and that’s quite a few… 24 of Isabella’s employees have, in fact, worked for the company for more than 25 years – a clear sign that Isabella is a good place to work.

Anna Margrethe Jørgensen and Søren Odgaard planting an oak in the park

Isabella Magazine :: 20 ::

25 years at Isabella

An awning’s road to the consumer begins with the consumer

By Sales and Marketing Manager Carsten Dyg, Isabella Producing, selling and servicing awnings for the caravanners of Europe is a lengthy process – and a well-planned one, too.

apping the needs and wishes of con-

Ready, steady, go!

will the production department’s sewing machines

sumers is vital, so we always begin

Did we get it right as regards the needs and wishes

swing into action. A new Isabella awning is about to

with the input we receive from ex-

of our consumers? Does the price match the quality?

hit the market.

perienced caravanners. The valuable ideas garnered

Do the colours follow current trends? Does the feel

Once an awning has been manufactured, it is subject

from these experts, and from our dealer network,

of the product match Isabella’s image?

to stringent quality checks before being packed and

are combined with the technical opportunities avail-

Only when the answer to all these questions is yes,

sent on to our distribution department.

able to us. Next, the R&D department takes over – and adds its own ideas. Design, materials, possible combinations of colours, durability and strength under different weather conditions are just some of the applicable parameters. The design department produces prototypes for further review and testing. Next, assessments are made during an internal presentation round, where representatives from the sales, R&D and production departments are given a chance to air their views. Together with principal players from our importers, subsidiaries and selected dealers, we carry out a ﬁnal assessment and reach a decision on the actual product launch.

An awning’s road to the consumer begins with the consumer

:: 21 :: Isabella Magazine

service for the lifetime of the product – and that’s a very long time indeed!

Our motto has always been that Isabella customers are our most important asset. And we look after the things we value most.

Isabella drives the camping scene right across Europe. Isabella awnings are supplied in a large number of different combinations. All, however, are designed with passion and a sense of the aesthetic and the functional, built around a frame designed to withstand the wind and the weather.

And all are created as the result of a fruitful dialogue A new awning is marketed in several different ways

ing. Isabella’s ﬂagship product, the Penta, is a case in

between consumers and Isabella, in the hope of an

as part of the overall process. It is exhibited at large-

point. You can read more about the Penta elsewhere

enjoyable life of camping. A free life – the freest kind

scale trade events and exhibitions around Europe.

in this magazine.

of life imaginable.

Press releases are sent out, and our marketing department undertakes the actual marketing campaign.

Service Isabella does not forget a customer once a sale has

What is most important to us, however, is for our

been completed. Our service departments, strategi-

collection to be exhibited in our dealers’ showrooms

cally positioned in local markets, ensure that our

– this is where consumers can feel the quality of Isa-

customers can have their awning repaired when

bella’s products for themselves.

necessary. Even though an Isabella awning is both elegant and sturdy, and sewn with reinforcements in

What began as an in-depth dialogue between cara-

all exposed places, accidents can occasionally hap-

vanners and Isabella has now resulted in a new awn-

pen. In this way, customers are guaranteed Isabella

Isabella Magazine :: 22 ::

“

Isabella awnings – elegant and sturdy.

”

An awning’s road to the consumer begins with the consumer

Camping at its best

By William Smesman No matter how large, elegant or well-equipped your caravan, it should under no circumstances lack an awning. You spend almost as many hours in the awning as you do in the actual caravan, so you should always choose an awning of the highest possible quality – which is exactly what Isabella offers.

s chief editor of the Belgian camping

awning offered free by the dealer when you buy your

and dismantling the awning. In addition to solid

magazine ‘Kampeerwereld/Camping &

caravan – you would undoubtedly regret it. Instead,

poles, Isabella is one of the few manufacturers to

Loisirs’ I can only concur – an awning

ask him for the price of this awning, and suggest that

offer a reinforced roof canvas which prevents water

is an absolutely indispensable part of camping life.

he deduct this sum from the price of the awning you

from collecting on the roof.

An awning is the equivalent of the terrace in front of

really want, such as an Isabella awning. With 50

And if your awning were to be damaged in a severe

a house, a welcome extension to the caravan which

years’ experience, the Danish manufacturer knows

storm, you can contact the Danish manufacturer’s

brings you closer to nature. You can sit here and ob-

better than anyone what makes a good awning. Isa-

service department for spare parts. The company

serve life around you on the camping site. On holi-

bella’s products are characterised by the incredible

also offers a wealth of accessories, including organ-

day, it is the ideal place to cook and eat, or to wel-

quality of the canvas, and the many practical venti-

izers, attractive carpets, storm sashes, etc. In short,

come friends for a chat. The awning can also serve as

lation openings which largely prevent condensation.

Isabella fully deserves its position as the market

a children’s playroom or as a storeroom. The caravan

The corners of the seams are reinforced, making it

leader in awnings.

itself is only really used at night or during the day

almost impossible for them to split. The zips, which

when temperatures are low.

are all of the highest quality, are protected by a ﬂap against water and damaging UV rays. Poles are avail-

Acquiring an awning

able in steel or an ultra-light carbon ﬁbre material.

A good awning usually represents an investment of

Caravanners who travel regularly should choose the

around 10–15% of the price of the caravan. Be as

carbon ﬁbre poles as they are considerably lighter

critical when choosing your awning as you are when

(weighing approx. 7 kg less than the traditional steel

choosing a caravan. You should never accept any old

poles) and much simpler to handle when erecting

Camping at its best

:: 23 :: Isabella Magazine

The triumphant progress of the large Penta awning

poles or guy ropes. 1998 saw the introduction of UniCut, which provided the optimum fit for the caravans of the day. Now, in Isabella’s anniversary year, the Penta makes its finest appearance yet with beautiful colours, the finest ever light panels in the roof, a mosquito net panel in the left side, a door in the left corner panel and a window in the right corner panel.

By Tommy Boisen, Isabella

An annex attachment is now also available. The attachment is added at the sides as extra equipment,

Isabella’s largest awning, the Penta, has assumed a leading position in the wonderful world of camping

providing additional space and the option to create a sleeping cabin, for instance.

An inspiring tale The following tale serves to illustrate the Penta’s stur-

diness: a camp site owner in the north of Jutland with

he Penta ﬁrst appeared in 1986 following

Milestones

a large number of permanent caravans purchased 19

a long creative process. Isabella’s research

In 1992, an all-round canopy was added to the Penta

of the largest Penta awnings in 1998 for his rental cara-

had revealed that caravanners wanted a

to protect the sides from dirt and water. In 1994, the

vans. He chose to leave the awnings outside both sum-

roomy awning which would be sturdy enough for

Penta was further improved with the aid of an inter-

mer and winter, even in the knowledge that the Penta

year-round camping, since the season then, as now,

nal lifting pole at the rear of the awning, making it

is not designed for winter camping. Large amounts

often began at Easter and lasted right into Septem-

self-supporting without the need for external support

of snow can crush the tent, and the canvas may get

ber and even longer for some.

Cutting-edge design The Penta was way ahead of its time when it was created in 1986, and as a result the basic design has changed very little since then. Even so, today’s Penta is a carefully designed high-technology product which has been tested by consumers for more than 20 years. Sometimes, however, changes are needed. The light panels in the roof, which were introduced in 1989 to create an indoor climate which far surpasses that of other high-quality awnings, are just one example of such a change.

Isabella Magazine :: 24 ::

The triumphal progress of the large Penta awning

ripped in a storm. He deﬁed all cautions, however, and

for caravans, and even during this anniversary year

pegging elastics, FixOn II™ screwless brackets and

equipped his awnings with steel guy ropes as well as

it is difﬁcult to think of changes that would improve

the latest dot jacquard curtains, as well as draught

a large number of additional support poles and roof

the awning without rendering it far too intricate. The

skirt, wheel arch cover, pegs and guy ropes.

poles. He also lived on site, and always made sure that

advantage of the design is that the awning is always

he removed any snow from the roofs of the awnings.

perfectly assembled when correctly tensioned, re-

Still going strong

gardless of the caravan on which it has been ﬁtted.

The Penta will undoubtedly be around for many years

In December 1999 Denmark was hit by the worst

I must remember to mention that the Penta’s side and

to come. Who knows – it may even live to celebrate

storm for 100 years. The awnings were particularly

front panels are made of a tough 280 g dyed acrylic

its 25th anniversary in 2011 – or even its 50th anniver-

exposed since the winds were strongest in the north of

from Isabella’s supplier Sattler in Austria. The roof is

sary in 2036. That is pure supposition, naturally, but

Jutland. The awnings made it through the worst with

made of coated polyester with an attractive and prac-

it is no doubt realistic given that the Penta has been

very little damage except for a couple of bent poles.

tical interior pattern and light panels in the same ma-

the most successful awning ever.

terial, all supplied by Ten Cate in the Netherlands.

A summer cottage

The base is made of polyester/PVC and includes an

The Penta has been described as a summer cottage

internal mudﬂap. The Penta is supplied with IsaFlex

The triumphal progress of the large Penta awning

:: 25 :: Isabella Magazine

Camping through the ages

By Jørgen Frölich, DCU The days are over when camping was seen as a cheap holiday option. Camping, more than almost any other sector of the holiday market, has undergone extremely rapid development and is today the preferred holiday option for Danes.

During the post-war years, camping sites offered no more than a small wooden hut with a toilet bucket or a hole in the ground, along with an outside tap.

his is partly due to the fact that the camping

In the beginning, a farmer or a village would have a

tom of your tent. This was the height of luxury. In the

sector has demonstrated great foresight, to

small piece of land where visitors could put up a tent.

morning, visitors would clean up after themselves,

the extent that camping sites and caravan

In the years immediately after the Second World

gather up every wisp of straw and put it all back in

parks are often as comfortable and well equipped to-

War, only ramblers and cyclists went camping. The

the barn.

day as most homes. Not only that, but manufacturers

facilities on site were few and far between, consisting

of tents, caravans, motorhomes and camping equip-

usually of a tap and a single toilet with a bucket or a

At this time, neither plastic or air mattresses nor

ment have succeeded in supplying products of the

hole in the ground.

ﬁxed tent ﬂoors had been invented, which meant that

very highest quality.

rain and creepy-crawlies rapidly made their way into There was no manager on site, but a man would

the tent. This was something you simply learned to

come around in the evenings

live with. If there was no straw around, you picked

at around nine P.M. and ask for

some tall grass to put under your sleeping bag, and

25 Danish øre per person per

a raincoat was ample protection against damp from

night. If you were really lucky,

below.

you might ﬁnd a comfort camp site with a small barn and some

Water-ﬂushed toilets

straw you could put in the bot-

The 1950s saw the advent of water-ﬂushed toilets and outdoor sinks – generally installed in a lean-to. In the

They were sweet, those sixties girls – seen here enjoying themselves in a caravan from that period.

Isabella Magazine :: 26 ::

1960s, camping really took off in Denmark. Indoor laundry, toilet and bathroom facilities were installed. Hesselhus Camping was at the forefront of develop-

Camping through the ages

The greatest luxury was a small barn with straw that could be used as a mattress. There were no such things as ﬂy sheets, but a cotton tent would keep out a shower provided you didn’t touch the canvas. Otherwise, the rain simply came pouring through the material.

ments – it was the ﬁrst camping site in Denmark to

Foreign inﬂuences

ter facilities. The facilities, in fact, became so good

have warm water in the taps, a large playground and

In the 1960s, caravans started to become popular.

that sites could stay open all year round. Krakær in

a common room with a television. Little wonder,

The British-made Sprite, in particular, introduced

Mols was the ﬁrst site to pilot this initiative.

then, that this superb site attracted large numbers of

the caravan to Denmark.

visitors.

The advent of the caravan brought about a need for These vehicles were unwelcome foreign interlopers

awnings, and Isabella was part of the evolution from

at camping sites. Sitting there in the evening in his

the very beginning. Since the factory already made

tent with his wife and kids, chilly, dressed in damp

pyramid-shaped tents and cottage tents, it was only

clothes and with wet towels that refused to dry properly in the humid weather, it was impossible for a man not to cast an envious glance towards the lady in the brightly lit caravan, in her nice skirt and light blouse, making coffee in her warm and cosy caravan.

Camping takes off It was thanks to caravans that camping really began to take off. Suddenly, the season could be extended If a site was near a lake, all personal and dental hygiene needs were met here. Visitors could even have a bath – something that only few were lucky enough to have at home.

Camping through the ages

over and above the two weeks’ summer holiday that people had at the time. Sites became more proﬁtable as a result, and site owners were able to invest in bet-

In the 1960s, car drivers also began to visit camping sites. Seen here is a white cotton tent along with a Volkswagen and an Opel Rekord.

:: 27 :: Isabella Magazine

Kongo - 1960 Olympia Syntex 1977

Isabella Eskimo - 1969 natural to follow developments and begin to manufacture awnings. This proved to be an excellent initiative, since Isabella is now one of the largest awnings manufacturers in Europe.

The best in Europe Although there are many excellent, well-equipped caravan sites abroad, it is fair to say that Danish sites, on the whole, are among the best in Europe. There are few other places where you will ﬁnd such a variety of comfortable, user-friendly facilities, from well-equipped kitchens with cookers, ovens and grills to special bathrooms for children and families which often match or exceed the facilities on offer at home. There are, of course, also many activities on offer including swimming pools, large playgrounds with

are being sold in huge numbers across Europe. Spe-

ﬂoor-heated bathroom with toilet, wash basins at dif-

bouncy castles and cushions, a variety of playing

cial facilities are being created for these vehicles,

ferent heights, shower and storage facilities where

ﬁelds, etc.

including level parking areas, reﬁlling and emptying

they can leave their belongings and avoid having to

facilities for tanks, etc.

queue or share a toilet with others. Experience shows

The future

that many families are prepared to pay up to around

Progress continues apace. The latest trend to hit to-

Private bathrooms are slowly beginning to appear.

£7.50 a day for this luxury, and perhaps save in other

day’s caravan sites are the many motorhomes, which

This means that visitors can rent their own private,

areas.

Today’s caravan sites are also at the forefront of developments when it comes to IT, with many sites now offering Internet cafes and wireless Internet connections.

Isabella 500 - 1970

Isabella Magazine :: 28 ::

Camping through the ages

:: 29 :: Isabella Magazine

It’s good to play welcome to join in, especially with games from their own childhood – old-fashioned games are popular with children. Playing is free, it gives us a fantastic sense of closeness and togetherness and it allows us to spend some wonderful moments together while camping.

By Anne-Vibeke Isaksen, www.campingdanmark.dk

Nature playgrounds So-called nature playgrounds, which are springing up

We grownups should play for at least an hour a day – it’s good for the body and the soul. Spending time with children makes you see how liberating it is to play. Playgrounds are a sure hit at caravan sites because children rapidly ﬁnd new playmates here.

in many places nowadays, combine natural materials and physical challenges to form a cohesive whole. It doesn’t really take much – children can spend hours playing on a climbing frame if it has been creatively designed. Nature playgrounds are also good because

they are usually located in an open area, in a forest

pending time with children makes you see

children, and a caravan site is a real eldorado where

or by a lake for instance, allowing the landscape to

how liberating it is to play. Playing is good

they can expand their horizons.

become a part of the children’s play.

are a child or a grownup. Play leads to smiles and

Different playgrounds

Shapes and colours

laughter, which in turn lead to a sense of security,

Playgrounds differ widely in Denmark and abroad.

Playgrounds which incorporate bright colours and

closeness and togetherness. Children can show us

The number of stars awarded to a caravan site is of-

ingenious shapes that inspire play are a sure hit with

how to escape our busy lives, with too much screen

ten a good indicator of what you can expect from the

children, who usually spot them at a distance and

time and too little exercise. They are the ﬁrst to seek

playground facilities. One thing, however, is certain:

will keep pestering their parents until they are al-

out the playground once the family arrives at the

99% of all caravan sites have a playground.

lowed to play. Isabella and the Isabella Foundation

for the body and the soul – whether you

caravan site.

have so far given some 60 Danish caravan sites a Since having our children, we no longer stay in the

Kompan playground, known for its colourful climb-

The playground is a sure-ﬁre hit at any caravan site,

same spot on the caravan site. In the early years,

ing frames and intricate shapes. Kompan are high-

because children rapidly ﬁnd new playmates here.

when we brought our little tent, we usually pitched

quality Danish playgrounds with a lifetime of up

And once they do, their imagination knows no

it in the farthest corner, far from the facilities and

to 30 years. Safety is absolute provided service and

bounds. The way in which children play differs from

the other people on the site. Now that we are joined

maintenance routines are observed. In Denmark,

country to country as a result of diverse traditions

by our children aged one and three, we make camp

consultants from the Danish Camping Board visit all

and cultures. Some will know games that others have

as close to the playground as possible. That way, we

approved Danish caravan sites once a year to carry

never heard of, but children are quick to accept new

can sit and relax in front of the caravan while the

out playground safety checks.

ways of playing as long as these provide a challenge

children play. They quickly create their own universe

and bring them closer together. Camping is ideal for

and their own world through play. Grownups are

Isabella Magazine :: 30 ::

It’s good to play

Parental responsibility Although legal responsibility rests with the owner,

parents should always accompany children, especially younger ones, to the playground. This is where all the children at a caravan site meet up, and it can get a little boisterous on summer evenings in high season, especially on the bouncy cushions. If you spot a dangerous object or similar in a playground at any time, you should notify the owner or the site manager immediately, though without restricting the freedom of play for children.

“

The rules In short, caravan site owners who build their own playground must ensure that it is approved by the local authorities once it has been completed. The owner is subsequently responsible for maintenance, including safety checks. Most of the larger caravan sites that build playgrounds nowadays use a professional ﬁrm to do so. Responsibility for playground

Playgrounds which incorporate bright colours and ingenious shapes that inspire play are a sure hit with children.

”

safety rests with the owner.

Further information Go to www.legepladskontrollen.dk, the Danish Playground Control site, for the latest requirements and speciﬁcations for Danish playgrounds.

3 Photos by Rasmus Schønning 1. Boys will be boys! It’s good to play – even if you’re a grownup. 2. Elite Camping Bøsøre Strand Feriepark has been designed around a Hans Christian Andersen theme – hence the large playground with well-known ﬁgures from the fairy tales. 3. TopCamp Jambo Vesterhav’s playground is probably the most expensive in Denmark at DKK 1.5 million. “Come on down, kids” says the site’s manager.

6 4

4. Isabella’s colourful playgrounds may be found at 60 Danish caravan sites – here at FDM Hegedal in Djursland. 5. Many caravan sites keep animals, which are always a hit with children of all ages. 6. At Feddet Camping on Zealand, children can become ﬁshermen for a day.

It’s good to play

:: 31 :: Isabella Magazine

Holidays and camping in 2031 – a time travel story

By Rolf Jensen, Dream Company as Rolf Jensen, manager and founder of Dream Company as in Copenhagen, is the author of three bestsellers: The Dream Society, published in 10 languages, Heartstorm, a book about storytelling for the business community, and most recently Fremtidsmagerne (due to appear in English as A Time Traveller’s Tale). The book, which was published in December 2005 by Børsens Forlag, describes a journey in time to the year 2030. With inspiration for the present from 2030, the book is aimed at companies that want to be prepared for the future. Rolf Jensen is a popular and inspiring lecturer in Europe and elsewhere, and an advisor to a number of large corporations. www.dreamcompany.dk.

Let us journey in time to the year 2031. Needless to say, the industry rarely looks this far ahead, but just occasionally it is a good idea to get a bird’s eye view of things in order to see the major trends.

et’s begin by asking ourselves this: Will peo-

percentage share of disposable income spent on ex-

to live up to the standards of beauty projected by

ple still be going on holiday by the time we

periences will increase. Experiences denote all the

society. Endless demands are placed on us.

have celebrated New Year’s Eve another 25

emotional things that appeal to our hearts – camping

times? In the majority of European countries, people

holidays are a good example. Camping holidays are

But not so on a camping holiday! When we go camp-

are working longer hours. Will we end up working so

not part of the information society – on the whole,

ing, we are free to do exactly as we please. Sleep until

much that we no longer take time off for holidays?

we don’t go on holiday to gain knowledge or become

we wake, eat when we are hungry, go to bed when

No! Although we are working longer hours, we are

wiser. So why do we go camping? The ﬁrst and most

we feel like it. Go exactly where we please. We can

also taking more holidays. Which is actually quite

important reason is FREEDOM.

change our route, change our mind, we are free… On

sensible – our busy lives and increasing stress levels

the other hand, this also means that we only have

mean that we are badly in need of fresh experiences

Statistics show that the lives of the people of Europe

ourselves to blame if we get lost. We are free to cre-

and new impressions which we cannot get at work

are subject to ever greater control. Our working days

ate our own holiday experience. We are the boss, our

and therefore need to seek out during our free time.

are getting longer and our free time is increasingly

time belongs to us and no-one else.

If the growth in international tourism continues

taken up by a variety of activities. We spend less and

apace, we will be travelling twice as much as we do

less time ‘doing nothing’, relaxing and hanging out.

The other major trend which points towards the in-

today in 25 years’ time. Twice as much. This presup-

We are constantly in demand, continuously required

creasing popularity of camping holidays is the focus

poses, of course, that we can actually afford to travel.

to act and make decisions as a result of electronic

on LOVE, ROMANCE and FAMILY. This is an im-

Prognoses indicate that the disposable income of

gadgets, the Internet and mobile phones. There is

portant aspect of the so-called ‘experience economy’.

people in the richest parts of the world will increase

less freedom and more control in our lives. At the

We are spending less time together during the week,

by around 60%. There will be more money for holi-

same time, we are being told to eat healthily, to ex-

and less time at home. Many of us see more of our

days. Tourism is a growth sector.

ercise, to watch our weight, to stop smoking and to

work colleagues than we do of our own families. Holi-

We are rapidly moving towards an ‘experience econo-

stop drinking. To whiten our teeth, to reduce wrin-

days give us a chance to make up for this, and camp-

my’, and tourism will play an important part. The

kles. We are expected to look younger and prettier,

ing holidays are just the ticket. Camping allows us to

Isabella Magazine :: 32 ::

Holidays and camping in 2031

see each other in a new light. We can rejoice together when we manage to ﬁnd a good site before dark, and we can have a moan when it is cold and wet and we’re hungry. We may quarrel and bicker, but we’ll be together and doing things as a family. And that is precisely what we don’t have time for normally. So how will the camping map of Europe look in 25 years’ time? The short answer is that there will be more to distinguish the different destinations, and greater choice. A camping holiday will no longer just be a camping holiday, it will usually have a theme. Consumers will want niche destinations: love, romance, family, freedom, nature, sport, the environment, music – the possibilities are endless. Camping destinations and camping equipment must be adapted to these requirements. As far as caravans, awnings and other equipment is concerned, this will mean more product variants, more choice – standard

Isabella Olympia 1979

equipment will be harder to sell. But that’s 25 years from now – so what can we do to attract more people to camping in the meantime?

to take the children winter camping, suggest they vis-

My answer would be to reinforce the story-telling as-

it the nearby amethyst mine. There might even be a

pect of a destination. If the aim is to attract visitors

haunted house nearby – or a witch or two! The most

with an interest in ornithology to Extramadura in

important thing is that every story must appeal to the

Spain, you can tell them exciting stories about eagles

heart. The best stories will succeed and attract the

and the great outdoors. If you want to entice people

largest numbers of visitors. Remember – a camping

to visit North Finland, tell them about Santa Claus

holiday is an emotional experience.

– who just happens to live near Rovaniemi. Tell them

“

If the growth in international tourism continues apace, we will be travelling twice as much as we do today in 25 years’ time.

” By the North Sea, 2005

Holidays and camping in 2031

:: 33 :: Isabella Magazine

Quality is not something we’re prepared to discuss!

By Ivan Odgaard, Production Director As my father, Isabella’s founder Søren Odgaard, used to say: “The least that can be expected of us is that we behave decently”.

his statement has become the cornerstone

ings and camping equipment unrivalled anywhere in

always been that quality should be considered our

of Isabella’s fundamental approach and

Europe.

main priority. This will continue to be the case in

philosophy. By complying with the above,

and always doing our best, we can manufacture awn-

the future. Throughout the past 50 years, rule number one has As a manufacturing company, we are known far and wide for this approach, and it is therefore vital that these quality demands are met not only by ourselves but also – and equally importantly – by our suppliers.

Just as customer care is important, we pay great attention to supplier care. Our suppliers are meticulously selected, and great demands are placed on them before we enter into a working relationship. We maintain a close ongoing dialogue with suppliers and their development departments in order to ensure that the very ﬁnest, state-of-the-art technologies are employed in the manufacture of our products. We meet regularly with our suppliers to discuss ways in which we can remain at the forefront of developments and ensure the best possible quality and price.

Isabella Magazine :: 34 ::

Quality is not something we’re prepared to discuss!

Once a close working relationship based on mutual

craftsmen in the industry. Flexibility, stability and,

We do everything we can to treat our employees

trust has been created, all parties work hard to ensure

needless to say, quality are all keywords that may be

decently as we are convinced this is the best way

that it can be maintained for many years to come. In

used to describe Isabella’s employees. The fact that

to achieve our business objectives. Quality is not

fact, many of our suppliers have worked with Isabella

our employees are one of our most important assets

something we are prepared to discuss – this has al-

for years – some almost from the very beginning.

means that we do our utmost to treat them well.

ways been, and always will be, rule number one at

We know that even the best raw materials can be

Isabella.

We ﬁrmly believe that quality is of the essence, and

ruined by poor workmanship. We also know that if

the best raw materials must therefore be handled

we all do our best, we can achieve the quality that

with great expertise. Since our products are unique

characterises all Isabella’s products.

pieces of craftsmanship, we naturally use the best

Quality is not something we’re prepared to discuss!

:: 35 :: Isabella Magazine

Isabella Vision breaks with awning traditions

urope’s largest specialist awnings manufac-

But the awning’s appearance, and the many innova-

light panels made of sun-reﬂecting foil above the ter-

turer, the Danish Isabella factory in Vejle,

tions incorporated in its design, will make life far

race, which give good light inside the awning and in

will be marking its 50 anniversary in 2007

more comfortable for caravanners.

the terrace area.

Isabella Vision also highlights the company’s position

Isabella Vision’s unique shape makes it hard to over-

The new window section at the front has been in-

as the leading awnings manufacturer in Europe.

look. The three-metre deep awning has been extend-

spired by the ﬂoor-to-ceiling glass windows in mod-

ed at the front with a one-metre wide terrace, and the

ern holiday homes. The window is split into large sec-

In many ways, the Isabella Vision breaks with con-

sides incorporate a wide canopy with a special water

tions, and the two central sections may be replaced

ventional ideas of what an awning should look like.

run-off feature. The large roof construction has roof

by a ventilation net panel.

with an entirely new and highly advanced awning. The

The highly advanced Isabella Vision will attract a great deal of attention at caravan sites around Europe, not least because of its unique appearance.

Isabella Magazine :: 36 ::

Isabella Vision breaks with awning traditions

The sides are newly designed with a special ventila-

The many innovations include a very special gutter

caravanners can choose to cover the entire window

tion net panel at the bottom. The canopy has ﬁxed

and run-off on both sides. The design incorporates

panel, or just the top, middle or bottom section of

sides, which means that the ventilation net panel

a “rain groove” in the outermost edge of the canopy,

the window panels.

may be left open even when it rains. In addition to

which is angled towards the centre from both sides.

the aforementioned ventilation net openings, the

A rain collector which ends in a typhoon guy rope

The Vision will be launched in a new colour combi-

awning incorporates two further panels in the front

may be connected at this point, allowing water to be

nation of tweed, copper and moonlight with pearl.

which provide additional ventilation.

led away from the awning.

While the roof is made of the familiar polyester-coat-

The ventilation net panels form an integral part of

Internally, the new Vision awning is very house-like.

the Vision design. The newly designed ventilation

This is ﬁrst and foremost the result of the square win-

net pattern is also available as removable panels in

dow panels, but also because of the lack of curtains.

After several years of development, Isabella is ready

the terrace sides and the corner sections at the front

Shade is achieved by means of a system of blinds in

to present a very handy replacement for the tradi-

of the awning.

both the front and the sides, which is so ﬂexible that

tional adjusting screws that form part of the pole sys-

ed canvas, the copper-coloured acrylic material has been given a new water-repellent coating.

tem. The CarbonX ﬁbre reinforced ﬁbreglass frame features a locking clamp which is easily operated using just one hand – one touch. The new system is known as IsaFix and is so far only available with the new awning.

Isabella Vision breaks with awning traditions

:: 37 :: Isabella Magazine

Brand Manager and Chief Designer Lea Thomas Smith:

Isabella launched my career

By journalist Erik Bisgaard In the mid-1990s, Isabella helped Lea Thomas Smith by providing ﬁnancial support and expertise. Today, he works as Brand Manager and Chief Designer for one of the largest caravan manufacturers on the market.

industry, and I have therefore maintained a close link with the company over the years,” continues Lea Thomas Smith, who is currently busy developing a new series of turnkey design solutions for motorhomes.

e was very young and had trained as an

the research project was therefore rapidly forged. In

“Over the next few years, motorhomes will gradu-

architect in Germany and as an indus-

1994 this resulted in a collaboration project to de-

ally be designed as independent vehicles rather than

trial designer in Denmark when he ﬁrst

velop new ideas for the internal design of caravans,

chassis with an accommodation unit attached,” he

came into contact with Isabella. Lea Thomas Smith,

with possible extension options provided by awnings.

explains. “They will be just as beautiful and carefully

who is British in origin but educated in Germany, was

Isabella gave the young designer a free rein and pro-

designed as cars.”

invited to Denmark as a guest of the Nordic Council

vided him with materials, knowhow and some ﬁnan-

The Brand Manager and Chief Designer believes the

of Ministers and Danmarks Designskole to contrib-

cial support.

EU will tighten the demands on Danish excise rates,

ute to an interdisciplinary Nordic research project in

“The aim was not to create immediate solutions,” ex-

putting the Danes in a position where they can afford

industrial design. He made a start alongside the Ice-

plains Lea Thomas Smith. “Isabella has always taken

to enjoy the beneﬁts of a modern motorhome. The

landic designer Olafur Thor Erlendsson, and today

the long view in terms of development, so we focused

camping industry is undergoing rapid growth across

he is a professor at Danmarks Designskole, where he

on long-term ideas and solutions that have since

Europe, something which is expected to continue for

trains Danish and foreign design students. Isabella

been put into use in the camping industry,” says Lea

several years – according to Lea Thomas Smith, a

has always maintained close ties with new designers

Thomas Smith, who has gone on to enjoy a highly

designer who is very fond of Denmark!

in the camping and leisure industry, and a link with

successful career in the industry. First in Italy as a designer of furniture for large luxury yachts, then at the Hymer design centre in Germany, followed by a number of years as chief designer at Westfalia with his own design centre in Stuttgart. He is currently employed as Brand Manager and Chief Designer at one of the largest caravan manufactures in Europe, a position that carries a great deal of responsibility.

Lea Thomas Smith

Isabella Magazine :: 38 ::

“It was Isabella that got me started in the camping

Isabella launched my career

Competition Take part for a chance to win one of: 10 Flex windscreens 10 Shadow 300 10 sets of 2 Isabella microfibre cushions Go to www.isabella.net to enter the competition. You’ll find all the answers you need in this issue of Isabella Magazine. 1. What colour is Isabella’s old Borgward Isabella? 2. What year did Isabella first build at Nørremarken? 3. What is the name of Isabella’s new anniversary awning? The answers must reach us no later than 20 April 2007. Winners will be notified directly.

Competition

:: 39 :: Isabella Magazine

Artist achieves synergy at Isabella

By journalist Erik Bisgaard Artist involved in product development looks at pattern design and colours

anufacture and design have always

Karen Ozmec took as her starting point the feeling

Art and industry in synergy

been essential parameters at Isabella.

that she believes lies at the root of camping life: a

According to the artist, the aim was not to produce a

The company’s products must be of

feeling of moving out into nature, a sense of nature

new awning, but to work on a range of new ideas.

the highest possible quality, and the colours and pat-

with branches, twigs and bark just like when we were

“As an artist I am not responsible for the company’s

terns should ideally be eye-catching.

kids building dens in the woods.

ﬁnances, market share or sustainability, and this lack

A few years ago Isabella joined forces with Karen

of ‘responsibility’ is a real breeding ground for new

Ozmec, an artist from Hedensted, in order to foster

“I imagined a more transparent awning where you

ideas.”

new ideas and impulses in the areas of manufacture

could see the stars through the roof and the sur-

and design. This collaborative venture, entitled “the

rounding nature through the sides. I know that to-

It may be possible to further develop some of these

creative alliance”, was the result of a government

day’s caravanners have to stay on a busy caravan site,

ideas in connection with future products.

initiative to encourage industry to involve artists in

and that they cannot set up camp in the wild. I there-

In order to highlight the collaborative venture en-

the development of new products in order to achieve

fore sought to design a tent pattern that would lead

titled “Art & Industry”, the ten most productive

synergy.

people to think about interwoven branches, grass

projects were exhibited at the Trapholt Museum of

waving in the ﬁelds, a kind of organic and trans-

Modern Art, and later at a camping show in Düs-

Into nature

parent wall against the outside world. The awning

seldorf, where the light blue awning with its inter-

Isabella was one of the organisations that welcomed

serves as a substitute home during holidays, when

woven pattern generated many column inches and

the initiative. Together with Karen Ozmec, the com-

you move out into something temporary and mobile,

attracted a great deal of attention and interest in

pany developed new thoughts and ideas designed to

something which is more open to the outer world,”

Isabella. The collaboration also beneﬁted Karen

contribute to the company’s product development

explains Karen Ozmec.

Ozmec.

process.

Isabella Magazine :: 40 ::

Artist achieves synergy at Isabella

Karen Ozmec is seen here at work in her studio. The artist and her work may be seen at www.ozmec.dk

Exciting

is a resource-rich, friendly and well-run workplace,

Academy of Art. “The patterns featuring interwoven

“A large creative company like Isabella can in real-

and it was great to get a chance to try new materials

branches and waving grass, monotypes created with

ity manage by itself, it doesn’t really need an artist.

and to get an insight into production and IT. I can

foil from tent windows, have found their way into my

As an artist, however, you can learn a lot from this

use this knowledge in my daily work as an artist,”

world of imagery.”

kind of partnership,” says Karen Ozmec. “Isabella

explains Karen Ozmec, who studied at the Vienna The development team at the Reﬂex model

Artist achieves synergy at Isabella

:: 41 :: Isabella Magazine

Winter camping – the best there is! the sun is shining from a clear blue sky, and the only problem is deciding whether you’re going to go downhill or cross-country skiing…

Needless to say, there are also campers who travel around in their caravan in the winter. Families who love to spend public holidays in a winter sports

By Lars Erik Paulsson

paradise, and the rest of the winter period exploring wherever their fancy takes them.

Already, tens of thousands of families around Europe have discovered that their caravan makes a great mobile hotel, even in the winter, and the number is growing year by year.

Winter camping can be much more rewarding than you might think. Maybe you’re longing to go to that tropical swimming pool 150 km from home, or perhaps there’s an exciting musical in town that you

would like to combine with a unique culinary expe-

rom the beautiful Scandinavian mountains

often the price is no more than the cost of hiring a

rience. In both cases, a caravan is the ideal choice

to the sun-kissed hills of Southern Tyrol,

cabin in a popular ski resort for a week.

when it comes to ﬁnding overnight accommodation.

who have discovered they can set up camp at the foot

Living in a caravan in the winter is a fantastic experi-

As we have seen, there is a lot you can do with your

of the best ski runs!

ence, and with all the mod cons available in modern

caravan, even in the winter. But camping in the winter

caravans you won’t be cold, bored or miserable.

also means that you must prepare a little more care-

They leave their caravan set up throughout the win-

And just imagine raising the blind in the morning

fully than if you were camping in the heat of summer.

ter season, ready to be used when they need it. And

when the temperature is 15 degrees below zero and

you’ll ﬁnd them everywhere – caravanners

Isabella Magazine :: 42 ::

Winter camping

It is essential, for instance, that everything functions

Good things to bring

100 per cent in the caravan. A broken heating sys-

AWNING

tem, for instance, would mean having to cut your

An awning is a covered patio that protects against

journey short and return home.

the wind, and a great place to store your winter sports equipment. You can also use the awning to

Making sure the battery is in order is just as impor-

change out of your ski clothes to avoid getting snow

tant. The battery is the ‘heart’ of the vehicle, and

in the caravan. The pitch of the roof on the awning

without it little works.

must allow snow and melt water to run off the roof freely. A special winter securing set will ensure the

The best thing, therefore, is to let a garage service the

awning is better able to withstand the weight of the

caravan carefully before you set off. The garage will

snow. A universal awning may also perform well in

check that everything is working as it should, and

some cases.

sort out any problems. If you know for certain that

to choose the required length (the drop in voltage is higher with longer cables). The cables must be ﬁt-

the caravan is in tip-top condition, you may be able

SNOW SHOVEL and BROOM

ted with a CEE plug, but a suitable adaptor may be

to get away with a few simple checks.

It is always a good idea to bring a small snow shovel

required if you end up at a site with the old type of

and a broom – like the one you use for your car – to

outlet. Short tightening straps are cheap and suitable

Needless to say, both your car and your caravan must

keep both the awning and the space where the gas

for suspending the cable, and the width of the straps

be equipped with winter tyres. If studded tyres have

ﬂask is stored free of snow.

will ensure that the cable is not damaged.

PIECES OF BOARD

GAMES and BOOKS

You will need pieces of board to level the caravan

After a long day on the slopes you will generally be

and to place below the supporting legs and wheels.

tired in the evening, but there may be days when the

been ﬁtted on the car, then they should also be ﬁtted on the caravan.

Once you have arrived safely, there are a few things you will need to do before you can relax and enjoy

weather keeps you indoors.

your winter break:

ELECTRIC CABLE

• A sudden change in the weather may cause tyres

You may need a longer cable than in the summer if

and supporting legs to freeze onto the ground, and

you are going to hang the electric cable to prevent

it is therefore advisable to place a piece of board

it from freezing onto the ground. Ten-metre cables

below these. The pieces of board can be left be-

are better than 20-metre cables as they will allow you

hind if stuck. • The handbrake on a caravan should never be engaged in the winter. The brake may freeze, preventing the caravan from being moved until the weather improves. • The electric cable must be elevated to prevent it from freezing onto the ground. Many winter caravan sites provide special overhead lines for this purpose. • If the reduction valve has a ventilation hole, the valve must be turned so that the hole is at the bottom. This lessens the risk of it freezing. • “Low cost gas” may contain water and other contaminants that can cause problems when the weather turns cold. • Never pile snow against the caravan in the belief that the temperature inside will rise. The snow will block the inﬂow of air below the caravan, thereby compromising the so-called safety ventilation system. • Never try to stop a draft by blocking roof hatches or other vent holes. These also form part of the safety ventilation system.

Winter camping

:: 43 :: Isabella Magazine

Spending time in the sun By journalist and travel writer Jens Jørgen Larsen, Denmark

Relaxing pace of life Long-term campers are masters of their own destiny. No-one tries to hurry them, there is no tour group

– it’s great to holiday in the sun, and even better when you

waiting to move on to the next attraction. The pace

can stay for a while

of life is slow, as slow as you please in fact. There is always plenty to see in the new borderless Europe. Some of our sunny countries are veritable treasure troves of attractions that are rich in history and easy on the eye. More enticing than anything, however, is

the opportunity to relax under sunny blue skies in

e are all drawn to the sun, and some

ticular for a variety of reasons. First and foremost,

the shade of a palm or a cypress.

European countries have more sun

the equipment used by caravanners nowadays is far

We visited a site in Spain. Be it May, June or Septem-

than others. Many Europeans in par-

more advanced than before. It is no secret that all

ber, everything is open and the grass is green. There

ticular have therefore travelled south in search of sun

the mod cons we are used to enjoying at home can

are fewer visitors than in July and August, and the

in both the spring and autumn. Most ﬂy, but some

now be found at caravan sites or in caravans and

prices are markedly lower in the off-season.

take their own car despite the long journey. The ma-

motorhomes, and an awning is almost as good as a

jority stay in timeshare apartments, in which some

conservatory.

own a share, while others spend ﬁve to eight weeks

The off-season in Spanish It was purely by chance that we came across the fan-

in a hotel. Usually, the sun and the off-season prices

Folklore

tastic caravan site Camping L’Àmfora, but then such

have been the main attraction, but the fact that older

Home comforts are thus to be had even outside the

chance events can often have very happy outcomes.

holiday-makers have retired or taken early retirement

home. But there are other factors that also attract

No doubt, we also wanted to ﬁnd what we were look-

and therefore have time on their hands has also been

modern man to long-term camping in sunny climes.

ing for – a site that would be suitable for the older

a major contributing factor. Lastly, some have trav-

Caravan sites are rich in folklore. They attract people

generation. We ﬁnally found it near Girona in North-

elled to warmer climes for health reasons. Asthma

from many different countries and allow for a rich

ern Catalonia, close to the French border, and we

and arthritis sufferers in particular feel much better

exchange of languages and cultures. Add to this the

decided to stay for a while.

in the sun.

social aspects which are so unique to camping life. Long-term camping holidays are also viable in eco-

Within reach

New trend

nomic terms: it is no more expensive to live on a

One of the reasons for camping is that you can stay as

A new trend is now emerging, largely led by North-

caravan site – especially in the off-season – than it

long as you want when you ﬁnd somewhere you like.

ern Europeans. The concept in question is long-term

is to live at home. And the pace of life at a caravan

And as a long-term camper, you have plenty of time

camping, and I have found a caravan site which is

site is usually very relaxed. Before long visitors have

on your hands. If it rains, or if the site fails to live up

absolutely ideal.

made new friends, be it at the swimming pool, at the

to expectations, you simply move on. The Camping

The fact is that more and more people are enjoying

bar, in the restaurant or with caravanners on adjoin-

L’Àmfora site provides a full range of services and

their retirement on caravan sites under the southern

ing pitches.

facilities and offers a wide variety of activities for all

sun. Caravanning appeals to the over sixties in par-

Isabella Magazine :: 44 ::

ages that will keep you busy for several weeks. Water

Spending time in the sun

gymnastics, an Internet café, playing ﬁelds, a fantas-

More space

lot of difference since it gives a sense of space. It is

tic beach with beach-based activities and plenty of

As a starting point, it is fair to say that some caravan

not unusual to be squeezed onto a stamp-sized pitch

space for sunbathing. Those who want salt water can

sites in Southern Europe are far too big. But Camp-

at caravan sites in Southern Europe, particularly

swim in the sea, others may prefer the outdoor pool

ing L’Àmfora is different: ﬁrstly, it has been split into

during the high season. Visitors are packed in like

complex.

different sections to suit different tastes, depending

sardines, so it is clearly an advantage to come in the

There are lots of restaurants, entertainment venues

on your age and the type of holiday you want. Sec-

off-season.

and attractions in the area – you may well like to

ondly, the site is very green.

bring your bicycle.

The size of the pitches (up to 180 m2) also makes a

Peace and tranquillity The list is endless. This is not to say that you have to try them all, although most activities are included in the very reasonable overnight fee. It is up to you to pick and choose, and it is precisely this freedom which is so meaningful. The most remarkable thing about this site is that, unlike other large sites of this type, it has not turned into an amusement park. The noisy activities are grouped in one area, and if you want to stay nearby you are free to do so. If you want peace and quiet you can stay near the beach or the surrounding plantations.

You will ﬁnd more information about the camping site at www.campingamfora.com (English and German), including the fees for overnight stays, which start at 12 euro per night for pitches measuring 100 m2. Add to this the price per head, which starts at 3.50 euro per night. Until the end of July, and again from the beginning of September, two adults in a caravan can stay at the site for 15–16 euro per night at a pitch with an electrical hook-up. So-called luxury pitches measuring 180 m2 are also available, with hook-ups to electricity and fresh water as well as a sewer hook-up. The price is 20 euro per night, and pets are allowed. Some of the ‘must see’ attractions in the area include Salvador Dalí’s home town and museum in Figueres, the Aiguamolls de L’Emporda Natural Park and the monastery in Sant Pere de Rodes. NB! Remember to check your health insurance before any extended visit abroad.

Spending time in the sun

:: 45 :: Isabella Magazine

Anniversary camping grill menu

By Jesper Schytte, Chef There is nothing like the great outdoors. Being outside is exciting and life afﬁrming, whether you are on a caravan site in the South of Italy or in the Swedish archipelago.

pending time outdoors, allowing your sens-

All you need are a few kitchen utensils and some ac-

es to absorb all the wonderful elements of

cessories such as a grill, and you are well on your

nature, is a balm to soothe the soul. It is

way. You may also want to get a chef’s hat – just

this unique opportunity to get back to nature that we

to make sure you look the part at the caravan site!

enjoy in our modern world, and that is why camping

And remember to buy the best ingredients you can

has become so popular.

ﬁnd. The ingredients used in the recipes are generally available everywhere.

The addition of a great meal, a good bottle of wine or

Below are Jesper Schytte’s recipes for a starter, a

a refreshing glass of beer can only make the experi-

main course and a dessert.

ence more perfect. Enjoy! Isabella Magazine has asked Jesper Schytte, top chef at the well-known ﬁve-star Hotel Munkebjerg near Vejle in Denmark, to create a series of gastronomic

Isabella strongly recommends

delights that any caravanner can prepare.

that you do not use a grill inside

Hotel Munkebjerg is perched far above Vejle fjord on

your awning because of the

the southern side of the water at a height of no less than 97 metres. That’s quite a lot in Denmark – but nothing compared to the highest point in the country

potential ﬁre and smoke hazards.

which measures no less than 173 metres!

Isabella Magazine :: 46 ::

Anniversary camping grill menu

Starter

Main course

Dessert

Grilled marinated salmon on a bed of asparagus and

Grilled veal entrecote with grilled peppers, tomato

Grilled pineapple with dark rum served with vanilla

rocket

compote and parsley potatoes à la Munkebjerg

crème fraiche and chopped pistachios

Ingredients:

4 salmon ﬁllets (approx. 100g each)

4 veal entrecotes (approx. 180g each)

1 pineapple

1 lime

1 red pepper

200g cane sugar

1 tbsp soy sauce

1 yellow pepper

8cl dark rum

1 tbsp sesame oil

1 green pepper

1 tbsp chopped fresh coriander

6 tomatoes

A pinch of chopped chilli

1 onion

Sesame seeds

1 sprig of basil

500g rocket

Olive oil

12 green asparagus

Salt and pepper

12 cherry tomatoes

500g small potatoes

1 lime

1 sprig of parsley

1dl sesame oil

50g butter

2.5dl crème fraiche (38% fat) 100g icing sugar 1 tsp vanilla sugar Pistachio nuts

Salt and pepper

To prepare:

Mix the juice and peel of 1 lime with soy sauce,

Quarter the peppers and remove the seeds. Toss in

Cut the pineapple into 8 slices, remove the core and

chopped coriander, sesame oil, chopped chilli and

olive oil and season with salt and pepper. Grill on

coat the slices in cane sugar. Grill on low heat for

sesame seeds. Pour over the salmon and marinate for

both sides until softened. Roughly chop the toma-

4–5 minutes on each side and baste with the dark

1 hour in the refrigerator, turning occasionally.

toes, mix with the ﬁnely chopped onion and basil

rum.

Prepare the asparagus and toss in olive oil and salt.

and put into a foil tray with a little olive oil, salt and

Grill for approx. 3–4 minutes, turning halfway.

pepper. Cover with tin foil and grill for approx. 30

Put the crème fraiche, the icing sugar and the vanilla

When softened, remove and cut into four pieces.

minutes. Once cooked, mash with a fork, season and

sugar in a bowl and whip until stiff.

Keep warm.

keep warm.

Rinse the rocket and halve the cherry tomatoes. Mix

Clean the potatoes and boil until almost cooked.

the sesame oil and the lime juice and season with

Make four tin foil packages with potatoes, butter,

To serve:

salt and pepper. Pour over the rocket, asparagus and

parsley, salt and pepper. Grill for 20 minutes. Grill

Arrange two slices of pineapple on each plate. Top

cherry tomatoes.

the entrecotes 4–5 minutes on each side and season

with an egg-shaped dollop of crème fraiche and gar-

well with salt and pepper.

nish with chopped pistachios.

Grill the salmon for 7–8 minutes.

To serve: To serve:

Arrange on a plate, layering the veal entrecote and

Arrange the salmon on the asparagus and rocket

the grilled peppers. Add a little tomato compote.

salad and serve with rustic bread.

Garnish with basil and serve with the potatoes.

Anniversary camping grill menu

:: 47 :: Isabella Magazine

With Isabella amongst southern Poles and northern Poles

Frederick William IV and carefully restored. The church tower was reconstructed using stone, however, as it was felt that the tall tower would otherwise be unable to withstand the harsh mountain climate. The rest is original.

Krakow very impressive

By Anne-Vibeke Isaksen, www.campingdanmark.dk

Unlike most of the other cities in Poland, Krakow was not totally destroyed at the end of the Second

Over the past ten years, Isabella has joined Anne-Vibeke Isaksen on countless camping holidays, most recently on a trip from the south of Poland to the country’s north. The trip was made in two vehicles, with Britta and Ole Koch in a motorhome and Anne-Vibeke with her husband Rasmus Schønning and their two children aged one and three in a car with a caravan.

World War. This makes it well worth a visit. Krakow was extensively restored in connection with its status as European City of Culture in 2000. The market square, which dates from 1257, was one of the largest in Europe for many years. Today, it remains the very heart of the city, with specialist shops, stalls,

he idea of driving from the south to the

where you stand in the town, the view of the snow-

cafes and restaurants. You will ﬁnd the presentable

north of Poland was conceived a year ear-

clad mountains is stunning, and the endless oppor-

and elegant face of Krakow in the centre of the city,

lier, when we passed through the north of

tunities offered by the mountains is no doubt what

but if you have time it is well worth taking a look at

Poland on a trip around the Baltic Sea. The area was

attracts the majority of tourists to the area. Artists

the more remote parts, which provide a more bal-

so interesting that we decided to return when we had

have been drawn here since the end of the 1800s

anced impression of Poland’s third largest city.

more time to explore the country in detail.

in search of inspiration for their work. Nowadays, the main square is full of local farmers selling their

Road conditions and lay-bys

Zakopane – a real mountain town

produce, a variety of woollen garments and the local

From the south of Poland, we head north. The lay-

At the foot of the Tatra Mountains lies the town of

speciality, oscypek, smoked cheese made of sheep’s

bys are relatively few and far between, but there is

Zakopane at 1,000 metres altitude. Regardless of

milk and formed into decorative shapes. It is a good

plenty of space at the petrol stations so we use these

idea to buy a few so you can present an unusual

instead when we need to make a stop. The few lay-bys

cheese selection back at the caravan.

we ﬁnd have no facilities, but we have all we need in the caravan and the motorhome. The roads, which

Isabella Magazine :: 48 ::

Detour to a Norwegian stave church

are well signposted, range from excellent to rather

On our way northwards, to our surprise, we came

poor. It is obvious that the Poles are in the midst of

across a Norwegian stave church in the western part

reconstructing the entire road network, and it is even

of the town of Karpacz. The church, which is more

more obvious how far they have come. On the good

than 700 years old, stems from Valdres in Norway. In

roads we average approx. 80 km/h, but our speed

1841 the rundown church known as Vang was moved

drops to 40–50 km/h wherever conditions are poor.

to Karpacz. It was bought by the Prussian King

This is quite signiﬁcant in terms of journey planning,

With Isabella amongst southern Poles and northern Poles

so it is a good idea to factor additional time into your

Home to the stork

trasts between the past and how far they have come

schedule so that you can adapt your driving to the

We continue our journey northwards through the

vary greatly. This applies to both the road network

prevailing road conditions.

Mazurian Lake District, which is home to a large

and the caravan sites. The preconceptions we had

number of exciting historical sites, friendly little

before our visit have been blown away. Meeting the

Few kilometres from Belarus

towns, stunning nature and – signiﬁcantly – a huge

Polish people adds an extra dimension to a visit,

After several hours’ drive through desolate agricul-

concentration of storks. We decide to drive all the

and your money will go far here. You can read more

tural areas and forests, we arrive at the Bialowieza

way to Zywkowo, a few kilometres from the border to

about the whole journey at www.campingdanmark.

National Park, home to the European Bison, the

Kaliningrad. This tiny village, which consists of just

dk. Two programmes in the series Anne-Vibeke Re-

largest land mammal on the continent. The last wild

eight farms, has more than 50 stork nests and pro-

jser [Anne-Vibeke’s Travels], also available on DVD,

bison in Bialowieza and the Caucasus died after the

vides a unique opportunity to see the birds at close

were ﬁlmed during the trip.

First World War, but a small number of animals in

hand. The locals are happy to take you on a tour,

zoos and concentrated efforts to revive the species

and tell you all about life in the countryside. In many

have meant that there are now around 600 bison in

places, Poland remains a primitive agricultural soci-

Poland. The largest concentration may be found in

ety where the ﬁelds are ploughed with horses – an

the Bialowieza Forest. The best way to see them is

absolutely idyllic sight for visitors.

See the website for further information.

to visit the animal park just north of the town. The park is also home to Tarpan horses, wolves, deer,

Poland – a new destination

wild boars and elks.

Poland has a lot to offer. Its turbulent history, exciting culture, stunning landscape and friendly inhabit-

Fun at the caravan site

ants ﬁghting to rebuild their country is a fascinating

Much of the trip is spent enjoying each others’

combination to inquisitive caravanners. The Polish

company at the caravan sites. The sites we ﬁnd dif-

people have been through a great deal, and the con-

fer widely. Some are quite advanced with excellent facilities, others have a long way to go. We have all we need in the vehicles, however, so we are not really dependent on the facilities. Service at the sites is excellent though – we are met with kindness and

Photos: Rasmus Schønning

hospitality everywhere we go. Minutes after arriving, we have set up camp and lit the barbecue. We enjoy our meal and a good bottle of wine under the sun canopy in front of the caravan, happy and contented at the end of another day spent exploring.

With Isabella amongst southern Poles and northern Poles

:: 49 :: Isabella Magazine

Europe’s longest camping trip was a success

By Peer Neslein Two Danish caravanners fulﬁlled their dream and crossed Europe towing one of the largest caravans on the market.

They had christened the project “The Gibraltar–

ing out of caravanning for the past 19 years. He was

North Cape Expedition”. As the name implies, this

joined by TV cameraman Jann Nielsen.

was to be the ultimate camping trip, from Gibraltar

They travelled in a Hyundai Santa Fe 4-wheel drive,

at the southernmost tip of Europe to the cold North

towing one of the largest caravans on the market, the

Gibraltar to the North Cape since we set off from

Cape, where the northernmost road in Europe ends

KABE Royal 720 TDL King Size, which measures

Copenhagen. From there, we went via Paris and Ma-

307 metres above the Arctic Ocean.

820 cm in length and 250 cm in width.

drid to Gibraltar and Tarifa in Spain, the southern-

The project was headed by Denmark’s ﬁrst profes-

Peer Neslein recounts the trip:

most town in Europe. We completed the ﬁrst 3,250

sional caravanner, Peer Neslein, who has made a liv-

“Actually, the journey was longer than the trip from

km in six days.”

Isabella Magazine :: 50 ::

Europe’s longest camping trip was a success

Towards the north “In Gibraltar, we turned around and set course for the North Cape, a journey of some 6,000 km along the length of Europe. We chose to travel along the “Inland Road” (E45) up through the middle of Sweden, further up through Finland and into Norway just south of Kautokeino. On the 20th day of our trip, we drove the last few metres to the edge of the North Cape plateau, 307 metres above the Arctic Ocean. According to the odometer, we had driven 9,824 km,” explains Peer. “Visiting the North Cape out of season was a fantastic experience: a motorhome and a car were the only other vehicles we saw apart from our own. We were lucky, however, in that the North Cape Hall was open between 12.00 and 17.00 on a trial basis. We were also lucky with the weather, which was reasonably good with temperatures a few degrees above zero.” time, we chose to travel along the E6 down through

South again

Norway. This is a two-lane road which is used by a

He continues: “And then it was time to turn the

lot of large lorries, and we often had to drive very

vehicle around once more and to head south. This

slowly and carefully with our two-and-a-half metre wide caravan.” “We quickly discovered that we could only drive around 500 km a day on this road, as opposed to

“

Along the way, we visited the largest Norwegian camping show in Hamar, where we were due to exhibit our caravan on Saturday morning.

”

around 700 km a day on the motorway. Along the way, we visited the largest Norwegian camping show in Hamar, where we were due to exhibit our caravan on Saturday morning.” “After 24 days we disembarked in Helsingør, and by the time we rolled into our parking space in Brøndby and unhitched the caravan, we had driven a total of 12,373 km. On average, we had done around 7 km/l with our 2- litre Hyundai Santa Fe turbo diesel,” says Peer.

Europe’s longest camping trip was a success

:: 51 :: Isabella Magazine

Denmark’s largest and most expensive caravan “We hadn’t exactly chosen the easy option since we had decided to tow one of the largest and most expensive caravans available in Denmark, namely the KABE Royal 720 TDL King Size, which is more than eight metres long and two and a half metres wide. It costs around £27,300 and is equipped like a holiday home with luxuries such as central heating, underﬂoor heating and a bathroom with a shower cubicle. It’s a huge caravan which could make even a circus master green with envy.” “The reason we chose that particular vehicle is that we wanted to see what it was like to drive around Europe with such a large caravan. And it’s been absolutely ﬁne. We only found two caravan sites in Spain that we couldn’t enter. The roads and the sites were simply too small. But you do have to think twice when turning with a caravan of this size, because the rear end easily swings out a couple of metres,” says Peer.

Isabella Magazine :: 52 ::

Europe’s longest camping trip was a success

Equipment tested along the way “I took the opportunity to test a range of camping equipment along the way, including an Oyster satellite dish, a Dometic air conditioner and various other things. It was great to be able to watch Danish television anywhere in Europe. But the trip was also, in some ways, an act of provocation – I wanted to prove that it’s not difﬁcult to tow a caravan,” concludes Peer Neslein. You can read more about the trip at www.campingexplorer.com or www.campingferie.dk

Europe’s longest camping trip was a success

:: 53 :: Isabella Magazine

Importers/ subsidiaries DE: ISABELLA through 50 years

anufacturers across Europe have tried to copy the Isabella awn-

Today, it is difﬁcult to imagine the German market without the awning with its

ing with its famous portholes for decades. Needles to say, German

famous portholes. At caravan sites right across Europe you will ﬁnd huge numbers

manufacturers are no exception. Despite the efforts of the coun-

of caravanners with German number plates on their cars who have chosen to erect

try’s tent-making industry, however, the “Scandinavian look” awnings never be-

the Danish awning in front of their caravan.

came very popular. Isabella’s German team has high expectations of the future, and is convinced In 1990, a German subsidiary was established to market the compelling quality,

there is scope for further expansion. This belief is supported by the knowledge

timeless design and perfect shape of the Danish awning to German consumers.

that we have the best product on the market, and the willingness to give dealers and customers the necessary service. A product is never better than the service

The Isabella awning is symbolic not just of camping, but of a special philosophy

provided with it.

and a speciﬁc image. These values were convincingly promoted to German camping enthusiasts through product presentations at trade fairs around the country, and by a select group of trusted dealers, in accordance with a carefully planned strategy.

After just four years, the German subsidiary needed its own building with the necessary space for an administration department, warehouse facilities, logistics and a well-equipped service department. Priority was given to the subsidiary’s continued close ties with the Danish parent company.

Isabella Magazine :: 54 ::

Importers/subsidiaries

SE:

Kurt Blomqvist, Kabe’s founder

“Thank you for 40 years of working together successfully!”

ven before his very ﬁrst holiday trip in 1958, the far-sighted Kurt Blomqvist – Kabe’s founder – had rigged up an awning in front of his homemade caravan to create a shady area outside. And just a few years

later, Kurt was able to offer a variety of sun canopies and windscreens for his mass-produced caravans.

In the summer of 1967 the Blomqvist family set off on a caravan holiday in Denmark, and in Vejle Kurt heard about a small local company that produced tents. The company’s name was Isabella, like the well-known Borgward car, and the tents were specially designed to be mounted on caravans. In the summer of 1986, sales of awnings and accessories had escalated to such Kurt Blomqvist promptly went to the newly built production facilities at what

an extent that Kabe decided to focus more intensely on this business area. Kama

is now known as Isabellahøj to see the slightly older Søren Odgaard with a view

Fritid AB was therefore established. The employees who had worked with awn-

to buying one of these awnings for his caravan. But as so often happens in Den-

ings and accessories at Kabe moved to the new company. Tommy Nilsson, who

mark, a simple transaction turned into a far more interesting exchange. The two

had been taken on in February 1964 as the ﬁrst salaried employee at Kabe, was

gentlemen started talking about caravans and other shared interests, and Kurt told

appointed managing director, and Kama Fritid, which was founded on 1 February

Søren Odgaard about his company back home in Sweden…

1987, can now celebrate its 20th anniversary.

The two manufacturers got on well, and knowing the Danes they probably enjoyed

“Personally, I can look back at a long-standing partnership. I was made respon-

a glass or two of aquavit.

sible for buying, stock and the sale of accessories at an early stage, and the sale of Isabella products is therefore very close to my heart, explains Tommy Nilsson.

By the end of the meeting, Kabe had become Isabella’s principal agent in Sweden, and it remains so to this day – even though no contracts or signatures have ever

Since the awnings were now being sold by an independent company, Kama Fritid

been exchanged. A handshake is a handshake agreed the two entrepreneurs!

suddenly found that it had extra resources available. Isabella soon gained a large market share in Sweden, and more than 50% of the awnings seen at Swedish cara-

Later that summer, Søren Odgaard and one of his employees visited Småland

van sites today are made by Isabella!

and Tenhult with the ﬁrst prototype awnings, and the partnership was launched. For the ﬁrst few years, the awnings were sold under the name “Kabe Originaltält”

In the autumn of 1969 Bo Ljungberg was employed by Kabe. Initially, Bo worked

and Isabella, but the Isabella name soon became so popular in Sweden that even

in the development department, but before long Kama needed help with the sale

discerning Kabe customers opted for the new brand.

of awnings and accessories. With just a few brief interruptions, Bo has been responsible for the sale of Isabella awnings in Sweden since the mid-1970s, and

In the 1950s and 1960s it was not unusual for people to build their own caravan,

Isabella’s leading position on the Swedish market is in no small part due to his

and the demand for materials and parts was huge. Many also wanted to equip

extraordinary efforts.

their caravans with a variety of practical ﬁttings and features. Kurt Blomqvist, who was not just a skilled engineer but a man with a nose for business, supplied Kabe

“Here at Kama, we’ve made many friends at Isabella over the years, and we al-

owners – and many others – with the accessories they needed. Kabe’s catalogue of

ways look forward to our annual visit to Isabellahøj,” continues Tommy Nilsson.

accessories became something of a bible for the caravan enthusiasts of the time.

“Isabella has always been very important for us, and the company is our most important collaboration partner.”

Initially, the majority of awnings were sold through Kabe’s own distributors, but when the “Kabe Originaltält” designation became superﬂuous, it was simpler for

“Thank you for everything you have done for the camping industry over the past

Kurt and his employees to sell the Isabella awnings to distributors of other cara-

50 years. Kama Fritid looks forward to continuing our successful partnership in

van makes.

future!” concludes Tommy Nilsson.

Importers/subsidiaries

:: 55 :: Isabella Magazine

GB:

are able to offer customers a display of our products. This is the start of the chain that connects us to the caravanners, and it is of great importance to us that the products are sold and displayed in the right way. Major stockists of our products can offer advice and supply goods instantly. During the season, we deliver goods to retailers at least weekly, daily when required, and the sales teams usually com-

The Awning People

municate on a daily basis. With modern technology, we can offer up-to-the-minute advice on stock and availability from our warehouse or the production lines. This

ur company was founded back in 1957 by a Dane called Søren

combination of high-proﬁle customer interface and technology strengthens the

Odgaard, who wanted to buy a tent for his holidays. Repeated at-

trust that we have developed in each others’ businesses over the years.

tempts to ﬁnd one failed, so he made his own. It is worth remember-

ing that car travel was still a relatively new phenomenon back then, and that the

Product loyalty is the mainstay of our success. Primarily, our products are second

idea of an annual holiday was still in its infancy. Before long however, he had many

to none; when problems do occur, however, they are dealt with by professional

orders from fellow campers who were impressed with his work, and Isabella was

retailers in conjunction with a dedicated and enthusiastic after-sales service team

born. Isabella Denmark is now one of the leading employers in Denmark with

at UK Headquarters. Our market research shows us that we command massive

almost 200 members of staff.

brand loyalty; many customers say they would “never buy anything else”. The support of ofﬁcial dealerships with the same high standards as our own will ensure

In 1977 the ﬁrst subsidiary was established in the UK, soon followed by others in

that we maintain this unrivalled position.

the Netherlands, Norway and Germany. Most of the staff in the UK ofﬁce have been with the company for many years, and all members of the team are valued

The “Product Knowledge” sessions regularly available to all Isabella Dealers con-

for their individual contribution. Throughout the whole organisation, we call our-

stitute one of Isabella’s most important customer support programmes. These

selves the ‘Isabella Family’.

sessions serve to update salespeople on the latest models, innovations and accessories, which in turn ensures that the information given to caravanners is correct

Isabella awnings have always been objects of desire, at the cutting edge of design

and up to date. The questions most frequently asked by customers often include

and innovation. We believe that the two main reasons for the company’s long-

“They’re expensive – how do I know I’m buying the right one for me?” and “How

lasting success are value and quality. We can boast 50 years of continuous develop-

do I make sure mine lasts a long time?” Our aim is for all our staff and retailers

ment in design and attention to detail, and our objective is to provide caravanners

to be able to conﬁdently explain all the technical details to our customers. We are

with the very best quality materials and ﬁnished products. Making a top-quality

always happy to share our knowledge on materials and manufacturing processes.

awning involves employing the best workers and using state-of-the-art machinery. Isabella workers are trained in-house, and their comments and suggestions are

Although built on a solid foundation of many years’ experience, Isabella is also

always welcome.

changing with the times. In some ways we are responding to the changes in caravans, but we are still conﬁdent we can continue to lead the awning market in the

In 1976 Isabella was one of the ﬁrst awning manufacturers to use acrylic materials

future. Sales of the larger awning sizes have increased steadily, and we can also

– slightly heavier than traditional cotton, but colour-fast, non-rotting, and quick to

supply porches to those who do not want an awning that stretches the full length

dry. The following year we introduced awnings with 6-metre long zips and remov-

of their caravan. We have expanded our porch range as this market has grown

able panels. In the mid-1980s came the IXL ﬁbreglass frames, stronger and lighter

rapidly over the past eight years. Lately, we have also introduced the very popular

than traditional steel. These were enhanced and reinforced in 2005 with carbon

Ventura range, marketed separately and distinctly from Isabella. Many ﬁrst-time

ﬁbres, and renamed CarbonX. More than 95% of Isabella awnings sold in the UK

caravanners are choosing these products as an introduction to Isabella.

today have CarbonX frames. We have a full time webmaster, and have launched two dedicated sites with up Our awnings are made in Denmark and other EC countries, and the inﬂuences

to date news and information, featuring model technical speciﬁcations and also

of all European markets can be seen in the products we manufacture. All sales

containing the history of all caravan sizes from across Europe. We are working

teams meet the Danish design department every year to develop new awnings for

with the latest technology in all areas, and ﬁnd many customers these days prefer

the various markets. Feedback from customers and retail outlets is an important

to contact us by e–mail.

part of the agenda. For 2007, we are delighted to introduce our vision for the future, new features Some UK retailers have been selling Isabella awnings for almost 30 years, and they

and new awnings, all designed by the Danish experts in response to the needs of

are now also selling the new range of Ventura awnings, which are made under li-

the UK market.

cence to Isabella. Retailers are carefully selected and have their own exclusive market area. Caravan companies are often family owned and operated, ensuring empathy and an understanding of customers and their needs. We look for outlets that

Isabella Magazine :: 56 ::

Importers/subsidiaries

NL: Isabella Denmark celebrates its 50th anniversary

Orangecoloured giant

alf a century ago the founder of Isabella, Søren Odgaard, had an idea. Today, we can safely say that it was a really good idea. Isabella has been one of the leading suppliers of awnings for many

years. Isabella is always on the lookout for new opportunities, always at work on new models designed to make caravanning more comfortable and caravan sites a great deal more attractive.

alf a century ago, I ﬁrst came across a so-called ‘caravan’. A well-to-do neighbour came driving down the road towing one of these contraptions, closely followed by a whole ﬂock of children. The children were

so excited that the proud owner of the caravan parked it on a small ﬁeld nearby and started to erect an awning in front of it. By the time this giant had ﬁnally

Over the years, the company has successfully established a number of subsidiaries

been erected, the children had all gone, tired of waiting. I only remember that

in different European countries.

the awning was orange. It probably wasn’t an Isabella awning, since Isabella had only just been established in Denmark at that time. When I acquired my ﬁrst used

Isabella Nederland celebrates its 25 anniversary this year. We are a full subsidi-

caravan, some twenty-ﬁve years later in 1982, a similar orange awning was part of

ary of the parent company in Denmark, and we can always count on its full sup-

the deal. And it probably took as long to set it up as it took for Isabella to become

port in the shape of a huge wealth of know-how. Isabella Nederland has its own

established in the Netherlands.

service department, which enables us to supply most spare parts rapidly. We only managed to erect our awning once, and that was enough. If it had been an The Internet has undergone a dramatic revolution over the past few years, and

Isabella awning, things would have been very different. I know, from experience,

Isabella certainly hasn’t wasted any time. A fast and attractive website with huge

that they are far easier to erect. And I’ll give Isabella this: the company has always

amounts of information, background reading and technical details is now avail-

been at the forefront of developments when it comes to quality and innovation.

able.

The most surprising new features have almost always come from Denmark. A real market leader. In addition to Isabella’s anniversary, this fact also merits many

Despite these technological advances, we are proud of the fact that the production

happy returns. So – congratulations Isabella!

of awnings still relies largely on real craftsmanship. Thanks to stringent production standards and the use of the very best materials, we are ready to face the

Fred Voorbergen, Chief Editor

future. Together, we can make caravan sites even more attractive.

Kampeer & Caravan Kampioen

Importers/subsidiaries

:: 57 :: Isabella Magazine

NO: ISABELLA NORWAY

sabella moved into the Norwegian market in the 1960s. Isabella’s products were brought to the Norwegians by one of the most well-respected members of the country’s camping industry, namely Hans-Kristian Nielsen. He was a

FR:

amping Distribution became Isabella’s representative in Belgium and Luxembourg at the end of 1999, and establishing a ﬁrst-class dealer network from the season 2000 onwards was therefore the main chal-

lenge. Initially, there were already 4 Isabella dealers in Belgium. With our efforts,

real pioneer who turned caravan holidays into a popular movement. Today, he is

we rapidly established a network of 10 dealers and we now have 15 dealers ready

an honorary member of Norsk Caravan Club and the Norwegian trade organisa-

to cover the Belgian market – Wallonia as well as Flanders – in 2007. At the begin-

tion.

ning of 2003, it was decided that Camping Distribution should handle the French market as well, establishing yet another Isabella network. In April 2003 we started

At the beginning of the 1970s the baton was passed to Perry Breesth, who went on

working with Narbonne Accessoires as an ofﬁcial Isabella distributor/dealer in

to take the company’s products to new heights via Isabella Norway. He was joined

France. Narbonne Accessoires Group sells caravan and motorhome accessories

in 1975 by Trine Lise Garberg, and on 1 October 1985, when the Danish parent

on the French market, specialising in awning sales. Narbonne had 45 outlets

company chose to concentrate further on the Norwegian market by establishing a

across France in 2003, a number which will have risen to 52 by the end of 2006.

subsidiary, it seemed only natural for responsibility to be transferred to her.

Camping Distribution’s policy is the same as for Isabella DK, Isabella subsidiaries and importers – namely to provide the best awning products with the best service

Progress has been steady ever since, and we can look back at many successful

to our customers, be they dealers or caravanners. We also aim to expand our

years in terms of both turnover and market share.

dealer network around Belgium, France and Luxembourg.

In 1994 the company moved to new premises. These were considerably expanded

Camping Distribution is led by François Morici, with the assistance of his wife

in 2000. Thomas Andreasson was appointed marketing manager in 1994, and be-

Véronique Morici. “Like Søren Odgaard, we started our business at home using

tween 1985 and today the number of employees has increased from two to seven.

a small room measuring no more than 3.5 by 4 metres as an ofﬁce. In December 2005, we moved into new premises just behind our private home. Using modern

In addition to supplying the Norwegian market with awnings and equipment, Isa-

technology, which makes communication fast and simple, we work very closely

bella Norway has also set up its own sewing room, which specialises in repairs.

with Isabella DK on a daily basis. We are proud to be a part of the Isabella family,

The company has played an important role in the camping industry in Norway,

and we very much enjoy our work.”

through its advertisements in national and local trade journals and magazines and attendance at trade shows both locally and nationally.

Isabella Magazine :: 58 ::

Importers/subsidiaries

Importers as ambassadors

porter since 1969, and has thus represented Isabella and its products in a most professional manner for more than 35 years.

Iceland’s geographical location makes it one of the smallest markets in Europe, but Isabella’s products have been available on this North Atlantic island for several years thanks to a solid working relationship

with Gísli Jónsson. Here, camping is a way of life

s an exporter, Isabella is fully aware of

events in connection with distributor meetings and

and it takes many different forms – caravans are not

the importance of maintaining a good

trade fairs. As a result of this close working relation-

what take up the space due to the often rather poor

working relationship with its coopera-

ship, our importers are often able to recognise some

and impassable roads.

tion partners around the world.

Our importers are all equally important, whether

of their own ideas in new initiatives, helping them to see the importance of cross-border communication

Switzerland is an interesting European market in

for optimum results.

terms of caravanning. A range of different import-

they come from Finland, Austria, Iceland, Switzer-

ers represented Isabella until the turn of the millen-

land, Italy, Portugal, Poland or Sweden – and col-

Isabella welcomes all good ideas, and we try to incor-

nium, when the company’s subsidiary in Germany

laboration is the key.

porate any suggestions that can improve our prod-

took over distribution to the Swiss dealers. There is

ucts for the beneﬁt of caravanners the world over.

no longer a Swiss importer as such, but a series of

Collaboration is absolutely essential, because col-

highly professional dealers.

laboration is what allows us to inﬂuence the local

Isabella therefore knows the importance of being

sales and service organisations.

approachable and open to new information, and the

Essebi in Bolzano has represented Isabella’s interest

value of exploiting new know-how.

in Italy for over 15 years.

We ﬁrmly believe that cooperation must build on

As a modern production company Isabella is, and

Portugal has been a major market for the past 10

mutual trust and understanding of the product and

always has been, dependent on skilled cooperation

years, and Isabella is represented here by Marcampo.

the organisation. We feel our importers trust us as

partners for the sale of its products. This applies both

This is an achievement as the awning standard here,

much as we trust them – and this trust is the basis of

to dealers at home and, just as importantly, to its for-

as in other Southern European countries, is quite

our mutual success.

eign contacts. Isabella has established local subsidi-

different from other areas that we work in.

Isabella’s importers are therefore carefully chosen.

aries on all of its largest markets around the world, Isabella’s importers work very hard for the company

with the exception of Sweden, where sales have been

The latest addition to the family tree is Poland. Fol-

and its products, and Isabella values them all very

handled by an importer since the end of the 1960s.

lowing its inclusion in the EU, Poland is fast on

highly. The company often works with the same busi-

Part of Isabella’s success can also be attributed to

the way to becoming an established market for the

ness partners for many years, and these partnerships

the efforts of a handful of skilled collaboration part-

well-known Isabella awnings. Isabella is currently

create bridges between countries, allowing both pro-

ners that have acted as importers in their respective

represented by ProCamp, a company that also im-

fessional and personal friendships to grow.

countries. In Finland, Caravan Company (and more

ports caravans. Isabella has also established a close

recently one of its subsidiaries by the name of Kehä

working relationship with other parties manufactur-

We support many local initiatives in order to ensure

Caravan Tukku) has proved an excellent importer,

ing in this country, and future developments can be

that our importers feel in tune with Isabella.

having represented Isabella’s interests in a highly

expected.

professional manner since the mid-1970s. Isabella’s It is important for Isabella to know that caravanners

awnings and accessories have also been imported by

From time to time, on a smaller scale, Isabella ex-

who purchase our products are treated well, no mat-

Kama OY to Finland since the mid-1990s. These two

ports to other countries and believes that wherever

ter where that purchase is made. The service custom-

companies, which both function as wholesalers for

there are caravanners, there are possibilities for the

ers receive from our importers must be as good as

caravan accessories, represent Isabella in Finland

future.

that which is provided by our subsidiaries.

and do so very professionally indeed.

This is only possible if a close link is established

The same is true of the largest caravan distributor in

between the different countries, with those involved

Austria, Helmuth Pusch Wohnwagen. Pusch Wohn-

paying frequent visits abroad and taking part in

wagen, which has branches in ﬁve different towns in

both the planning and implementation of a range of

Austria, has functioned as the Austrian Isabella im-

Importers/subsidiaries

:: 59 :: Isabella Magazine