Omhu's Zero-Discount Strategy Behind Its Viral Teddy Sofa

Alexander Morabbi Wulsch is a Danish entrepreneur and business leader. Previously, he has held leadership roles in several companies across sectors including design (URU Design) and digital marketing/social media (Nordic Social).

Alexander's background also includes earlier ventures, after a stint in banking he launched an e-commerce business selling socks online, before eventually co-founding Nordic Social which was sold to PE in 2023. Today, he is the CMO of OMHU, one of Europe's fast growing D2C brands.

In This Conversation We Discuss:

• [00:00] Introduction
• [01:56] Starting young in Ecommerce
• [02:55] Joining brands as an early as employee
• [03:44] Lessons from a failed first business
• [04:52] AOV then versus now
• [05:23] Unit economics simply explained
• [06:51] Sponsor: Klaviyo
• [09:00] Bundling and upselling on big-ticket items
• [10:18] Leaning and maximizing social first strategy
• [11:47] Why doubling down beats spreading thin
• [13:08] Building influencer teams in today’s market
• [14:04] Sponsor: Intelligems
• [15:59] Remembering the zero discount policy
• [17:26] Training customers to anticipate sales
• [18:50] Sponsor: eFulfillment Service
• [20:25] Discovering the long customer journey
• [22:32] Learning curves of a European brand in the US
• [24:49] Callouts
• [26:05] Navigating culture and politics in business
• [28:22] Difference of Brand and product led growth

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Home of the TEDDY Sofa omhucph.com/
• Follow Alexander Morabbi Wulsch alexander-morabbi-wulsch-4486b3113
• Get your free demo klaviyo.com/honest
• Book a demo today at intelligems.io/
• Lower scale costs today eFulfillmentService.com/honest

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