We began our work with VIPP during the global economic recession. At the time VIPP (which in Danish is the ‘opening and closing’ of the pedal bin in Danish), was and still is the equivalent of the Rolls-Royce of trash bins, retailing 3-4x higher than its closest competitor, simplehuman.
Planting the Danish flag of the Rolls-Royce of trash bins in the U.S.
n e t a was retained by VIPP’s Head of Sales, the grandson of the inventor of the world’s first pedal bin, Holger Egelund, to carve out a US market entry Omnichannel Strategy and strategic partner implementation that would achieve dramatic sales growth and significantly heighten VIPP’s visibility in the US. As VIPP was not yet ready to establish its eCommerce strategy within the US market at the time of market entry, stateside, which for us was thinking outside of the box; so we shifted our thinking towards strategic wholesale partners, eCommerce distribution partners and key marketing events (both physical and digital). To get started, we conducted a deep dive to first understand VIPP’s 76+ year old brand heritage, and the ways in which to most deeply resonate its narrative within the US design community. We coupled our deep dive into the brand with gaining a comprehensive understanding of both US and Danish VIPP operations to gauge the direction of our performance management in regards to scale parameters and what could ultimately support US market growth through omnichannel. Our operational discovery, entailed a full product assortment review factoring in margin opportunity (and all shipping logistics), US shipping logistics from a fulfillment perspective, as well as, design convictions to develop ideal distribution target materials.