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#066 Morten Dilling about selling wool underwear online

Morten Dilling Dilling Underwear guest on the Wool Academy Podcast

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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About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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