Honest Ecommerce

·E393

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

August 3
30 mins

Episode Description

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:

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