We want to help every man tell his.
Men’s accessories are not about dressing up for special occasions, nor are they reserved for a specific group of men. It’s not about gimmicks or necessarily looking good. It’s about telling your story and expressing what makes you your own. One way to do that is through the smaller things you wear – accessories.
Trendhim designs quality men’s accessories that are fashionable and affordable. We currently have 13 brands in our portfolio launching several collections a year and an ever-growing arsenal of articles to help you get the most from your order.
Ever had one of those days? The day where you play tag with the snooze button and the choice of sleeping in is all too real? Yeah, we have too.
It’s the choices we make that define our story.
We can’t help you decide how long to sleep in, but we can help you tell your story by offering a choice of products that aren't available anywhere else. Designed in Denmark, and found under 13 unique house brands, our products all have something different to say.
Which will you choose?
What story will you tell?
Read how Trendhim came to be, from the cradle to now, as best we recall it.
All Good Stories Start At The Beginning... But Not At 4 A.M.
Trendhim was founded in late 2007 by Sebastian and myself (Mikkel). We were 18 and finishing up our last year of high school. We were young, energetic, burning with the desire to start our own business... and naive enough to actually go for it.
We came up with 2 ideas – home delivery service for bread on the weekends and an online store with accessories and jewelry for men.
You know how they say entrepreneurs must do whatever it takes to make their business succeed? Well. As much as we would love to agree, we quickly decided that the whole getting up at 4 a.m. to deliver bread thing wasn't really our cup of tea.
And that was it! Morning bread suffered a swift death, and from the charcoaled ashes of waking up early... rose Trendhim.
With about 4000 Euro of hard-earned money doing paper routes and binding flowers (a story for another time), we embarked on this great adventure.
With our naiveté only surpassed by our ambition, we dived headfirst into everything e-commerce. Coding websites, buying products, taking care of customers, insurance, accounting, product photography, and so much more.
The people closest to us, family and friends, didn't always get what we were doing. Some took every opportunity to comment on how what we were doing was risky.
Eventually, even Sebastian's own mom accepted, despite strong apprehensions about her son's future, that we were two young people on a quest and that there was no stopping us.
Today she's our biggest fan and spots the most minute mistakes on the website before we do.
Our Small Piece of Rome
If someone had told us we’d have to work 16-hour days, 7 days a week, invest another 10,000 Euro, and give up our social lives for 2 years to make this work... we would have called them crazy. But that's exactly how it went! And that's also where the naivité of two young entrepreneurs with a desire to succeed came in handy.
From 2007 to 2009, we both had part-time jobs at the post office, allowing us to put bread (and sometimes even milk) on the table.
Both Sebastian and I, our beds, bathroom, kitchen, inventory, and office called a certain 83m² apartment home.
Rome wasn't built in a day, and we knew that.
By the end of 2009, we were finally making enough money to quit our jobs and focus solely on Trendhim. Wow, what a feeling!
I can still remember the strange feeling in my stomach on the way home after I quit my post office job. It was that awkward combination of extreme happiness, excitement, stress, anxiety, and an imminent nervous breakdown.
Was this the right decision? Trendhim would now have to provide full-time salaries. But who knew what would happen and whether the company would still be profitable in 6 months?! At the same time, I knew that now we'd have even more time to make Trendhim truly amazing!
Who Needs a Bedroom?
Things moved quickly from then on. We were expanding into new product categories and new countries. And... we needed more space. Badly. We had boxes of products in every corner of the apartment, and we slept on small mattresses in the living room.
So we decided to rent a huge house in a family neighborhood. We thought it was the perfect solution. We wouldn’t have to drive to work every day and could focus on killing it from morning till sundown.
A New Era
The year 2011 came rolling by... and the owner of the house decided to sell. For some mysterious reason, he thought it'd be awkward if we hung around when the new people moved in, and so we had to move the business.
A bit older, wiser, and still passionate about building something to help men tell their stories, we decided to rent a proper 200m² commercial property.
A Rocket is Made to go Fast, Not Straight
We always knew we wanted to do more than just be an online retailer. In 2012, we set out on a quest to build our own brand of accessories for men. We worked down to the last detail. And – drumroll, please – Lucleon was born.
Coming up with our own brand and designing our own products reflected our aspirations for the future. It was a story that we needed to tell… although at the time it was a lot to chew.
Redbull & Fire Makes Perfect
When 2013/2014 came around, things started to move quickly.
The Trendhim team grew and Martin joined us as a 3rd partner in the business. He was a bit of an energy drink addict... which we thought was great!
Martin fit in like another pea in the pod, and we all had some great late-night work sessions. I actually remember waking up one morning to the sound of him opening a can of Red Bull!
At the end of 2014, Trendhim was growing and expanded to Norway, Sweden, Finland, and the Netherlands. We also doubled the selection of products that year and started hiring students to help us pack orders. Guess those energy drinks were paying off.
An Amazing Experience
Karina and Kristof joined the team, inventory grew, and the warehouse became so cramped that you had to walk sideways to pick and pack orders.
With the warehouse turning into a maze of one-way streets, we called for a team meeting. Hours of deliberation resulted in the life-changing decision to say goodbye to our beloved home… and move across the street.
We moved into our new headquarters with space for go-kart races, ping-pong tables, and big ideas.
The days of the bachelor pad and sleeping in the living room were officially over.
And you'd think, "Okay. This is where they become professionals, right?" Well... not quite.
One of our core values is Hakuna Matata (what a wonderful phrase), and it’s something that everyone at Trendhim holds close to heart. We decided a long time ago that we never wanted to become "professional" just for the sake of professionalism.
We want to talk to our customers on a down-to-earth level. We want our employees to be part of a team. We want to constantly grow as people and a company. It’s more than just being ‘professional’.
Every story is different. We’re not the guys that want to fit some cookie-cutter mold. So why would we want that for someone else?
Well, That Escalated Quickly
Let’s begin at the end of February where we expanded to 11 new countries and hired 43 translators. Opening that many new markets meant that all 3,000 products and the entire website had to be translated into 8 different languages! It was no easy feat. But what’s fun about easy?
Oh, and we set ourselves the goal of going from 3,000 to 5,000 unique items before the end of the year. After all, we had that warehouse space to fill.
Run, Gazelle, Run
Even a server crash on Black Friday couldn’t put a damper on our rocket in November ‘18… although one seriously tried. Fortunately, we were able to squeeze those lemons and still get products out on time. And we received a bit of national news coverage. Sebastian was a star for the day!
We opened 12 new countries in 2017/2018, including Australia, Singapore, Canada, New Zealand, and the USA, taking us to 28 active markets. That’s a lot of new stories to be told.
Stepping back and streamlining our brand DNA and identity was a big part of our focus for these years, and we became the 10th fastest growing company in Denmark in 2017 – a ‘Gazelle Company’.
We don’t know how real gazelles do it… but for us, it’s a combination of a great team and belief in quality products that keep us running. And we’re glad there aren’t any cheetahs in Horsens.
More Stories to Tell
Remember that one house brand we built back in 2012? We now have 13 unique brands with over 1,600 products in our portfolio. Our focus is still on creating products that are designed in Denmark by our in-house design team and available only through Trendhim.
Not much has changed, except that our customers now have more to choose from and more ways to tell their story. Martin is still guzzling energy drinks and none of us regret not delivering bread on the weekends. ...guess that snooze button won after all.
All that being said, the most rewarding part of today is the people. We feel fortunate to be surrounded by more hardworking, caring, responsible, and thoughtful people than ever before. As a matter of fact, the Trendhim team now consists of more than 50 amazing people. Some part-time, some full-time... and all equally fantastic.
We tried getting everyone to the office for a good picture, but it was impossible. You'll have to settle for 26 of us for now.
Well, there you have it up to now. Like all good stories... there’s more to come, and we’re excited to see what it is.
Thanks for being a part of Trendhim. Now it’s time for you to get back to your story. Make it great!
Good service = good business
Our focus on customer service paid off. With the lockdown bringing more shoppers online and with more people sharing their experiences on social, word of Trendhim spread like wildfire - most of it overwhelmingly positive.
Word of mouth added fuel to our growth which allowed us to hire more people, design more products, and order larger volumes, bringing overall costs down. All of this helped us keep our accessories affordable while significantly improving quality and product selection.
2020 sucked for many reasons, but we saw it as an opportunity to change for the better. We've always been conscious of our responsibility to the environment and society as a whole, but this year saw the launch of some of our most ambitious sustainability projects to date.
Okay, this is getting ridiculous
That 3,000 m2 warehouse we moved into back in 2019. You know... the one with "plenty of space to grow." Yeah, it got too small. And that's not all: our warehouse management system couldn't handle the number of orders we were getting every day.
So, we rallied the troops and moved the whole warehouse - all 650,000+ individual items - in one weekend! With 5,500 m2 in a warehouse standing on 3.3 hectares, we'll just build more space if we need it, 'cause that's how we roll now. And our new warehouse system is working like a well-oiled machine.
Despite the pandemic and the global supply issues that came with it, we managed to sketch, prototype, and iterate our way to over 1,000 exclusive products and grow our staff to over 100 awesome colleagues, many of whom are pictured below expressing their enthusiasm.
We grew fast this year and used that growth strategically. More orders of higher volume make manufacturing less expensive, but rather than push the price down, we've pushed the quality up. Through 2021, we've made improvements to some of our most popular items and will continue to do so in the near future - in addition to adding more fantastic pieces to the collection every week.
To learn is to live and to improve is to thrive.
We’ll keep you posted
The past few years have been an amazing journey, and we aim to keep improving, keep evolving, and keep making high-quality affordable accessories for you to tell your story with. Stay tuned for more deets.