Exclusive Robes
Running a business requires self-discipline
In the middle of the Corona crisis, the two brothers Aske and Asbjørn Munk had a brilliant idea. They found a need in the market that was not being met. Aske was looking for a nice dressing gown for himself, but couldn't really find anything of good quality and they were all oversized, even the big brands didn't have what he was looking for. "The dressing gown is a piece of clothing that you don't think much about until you need it. When you need it, it is annoying that it is not of proper quality.”
Ash wanted to do something about it. When he pitched the idea to his brother, he was on board with the idea straight away, he thought it was super cool.
They thought the time had come to take up a hyped concept again. The dressing gown was popular in 2007-2008 and has since been phased out when there was more focus on other products such as t-shirts. Therefore, the development of the dressing gown also stopped and it has not really been taken up again until now. The brothers are ready to revolutionize the dressing gown market. There is a big focus on quality and comfort and inspiration has been taken from the trench coat, it will therefore not be oversized, but have a certain fit, "a big focus is on looking presentable and delicious both in the morning and in the evening after a bath or similar, while feeling comfortable.” Quality above all, therefore their company also has the appropriate name; Exclusive Robes.
Clothes do a lot for one's personality and can help to create increased self-confidence. The Munk brothers have therefore created a design that stands out from the market. "It's a shame that when you buy a dressing gown from, for example, Bilka, it looks like you're wearing a blanket, the quality is simply too poor."
Winter bathing is here to stay, it has become a big trend. This is where the brothers come in with their quality, it's important to have something warm to wear after a trip in the waves. With a dressing gown from Exclusive Robes, you will be able to keep warm, at the same time absorb water and look fantastic in a quality robe.
Sustainability is very important to the two brothers
Sustainability has been thought into their product. The product is actually made of 100% organic cotton from Portugal, the same applies to their bags the product is shipped in, which are 100% recycled plastic. Even the logo on their shipping bags is made from sustainable materials, such as soy-based ink. Sustainable delivery is also being considered.
Their suppliers are carefully selected and have as many as five certificates to show, including; OEKO-TEX 100, Iso, BSCI, Amfori, SMEta. Which means that there are good working conditions and pay and that both the factory and the product are approved.
In addition to being sustainable in their product, they plant a tree for every order they receive.
"We dream of becoming a recognized brand. Not necessarily to sell for a number of DKK, but to be one of those who are leading the way.” Here, the Munk brothers are of course talking about sustainability. It is a statement that says a lot about who they are as people and what matters to them. There are many clothing companies that do not have sustainable products, it takes a lot to change. "If you're going to start something, you might as well do it properly from the start." We couldn't have said it better ourselves. The process is perhaps more complicated, but everything can be done with a clear conscience, because you are doing something good for the environment, and the end product is also better.
The future
"Thinks broadly and 10 times rather than right now and here. Product development and production.”
The brothers already have a lot on the drawing board. Right now, their exclusive dressing gowns come in 3 colours, respectively light grey, navy and black. A design for slippers and towels in special textile is being thought through. To ensure that the towel does not lose its softness after a few washes.
Right now the focus is on reaching the individual consumer in Denmark, but there is a dream to sell to the B2B market and expand abroad.
The corona has unfortunately delayed the plans a bit. Among other things, they have had difficulty getting their goods home. But they don't let that put them off. They have a huge self-discipline that keeps them going. As they themselves say: "Motivation does not remain, it is high at the start, but over time it will decrease. If you don't have self-discipline with you, you won't get very far.”
Aske and Asbjørn share good advice
With their short experience in the world of entrepreneurship, Aske and Asbjørn have already gained good experience, which they are more than happy to pass on.
First of all, they would like to emphasize that you should not be nervous and overthink everything, because then you will never progress. "You don't have to think about whether the competitor is doing better, you can always come up with more 'if now'." They therefore encourage you to jump into it and take it all as it comes. However, with the call to do good research, that way you are already a long way down the road. "You have to think about your idea and where you want to go. But it's just about researching.” Among other things, they suggest looking at the many courses you can take, for example in marketing and workshops.
In addition, they would like to remind the new entrepreneurs: "remember that the motivation is always there at the beginning, afterwards it is one's backbone and will that pave the way." Motivation comes and goes, especially when you achieve your goals. Therefore, they would like to remind future entrepreneurs that starting independently requires self-discipline.
Startup Central has helped Aske and Asbjørn with
When Aske and Asbjørn came up with the idea for Exclusive Robes, they looked around on LinkedIn to see if there was anyone who could help in relation to factories for the production of their dressing gowns. It was here that Startup Central saw their quest. Startup Central referred them to a partner in the network, André Bøvring, who is a Danish agent in Denmark for foreign textile factories.
André has since acted as an intermediary between the Munk brothers and their production. They constantly have a close dialogue, so they know what is going on.
Startup Central has thus helped with extra knowledge within the various stages of the process as an entrepreneur, finding the right suppliers as well as coaching and advice.
Follow Askes & Asbjørn's entrepreneurial journey
Aske and Asbjørn are some really cool entrepreneurs!
They do not compromise on quality and consider sustainability in all aspects of their business. They are a good example that if you meet resistance, you just fight even harder and then it all boils down.
We look forward to following Exclusive Robes' journey, if you also want to follow them, you can do so on their website, Facebook, LinkedIn and Instagram.
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