Morten Dilling is the 4th generation working in the family company Dilling Underwear based in Denmark. Dilling Underwear was founded in 1916 and has since then reinvented its business model to adapt to modern times. Morten talks about why he joined the company in 2009. He also explains how he turned the company into an eco-friendly vertical B2C manufacturing and retail business.
About Morten Dilling
Morten Dilling is the Concept Manager of Dilling Underwear based in Denmark. Morten is the 4th generation working in the company. Before joining the family company in 2009, Morten studied Business economics at Copenhagen Business school (CBS) from 2003 – 2007, and at the same time worked for www.icgroup.net from 2003 – 2009. Morten lives in Aarhus together with his girlfriend and their daughter.
Connect with Morten Dilling here
German Dilling Underwear website
Danish Dilling Underwear website
UK Dilling website coming soon during the course of 2018
Dilling Facebook page
Key Time Stamps
[00:44] About Morten Dilling and Dilling Underwear
[03:00] The history of Dilling and how it changes over time
[08:45] How Morten decided to join the family company?
[12:53] The markets Dilling is focussing on
[18:07] How long did it take Dilling to be successful with its new strategy
[21:32] About the local Marketing strategy of Dilling
[23:52] Why Dilling is being very transparent about their supply chain
[26:50] Why Dilling created their own organic label
[30:47] The customer journey of Dilling
[32:33] The benefits of selling products via Amazon
[35:08] How is Dilling using the different social media platforms
[38:34] Educating the consumer about caring for wool
[42:49] How to connect with Dilling
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