Arne, thank you so much for taking the time to look back on the past 15 years with us on the occasion of allbranded's 15th anniversary. We are delighted to share your experiences, insights, and personal thoughts in this interview.
We have prepared a few questions designed to provide exciting insights into allbranded's development, its key milestones, and your personal experiences.
If you think back to the beginning, what was the original idea behind the founding of allbranded?
“The original idea was to disrupt the industry and make it more digital. This remains our credo and one of our success factors. But of course, there have also been changes: especially with our acquisitions of Mijo and mula, our vision has expanded from a pure marketplace to a 360-degree merch tech solution. What makes me particularly proud is that we can connect customers directly to our system through this integration.”
Which assignment or project from the past few years has stuck in your memory the most?
“Good question! There were several moments, but one situation in particular has stuck in my mind: when I personally drove to Switzerland to deliver 1,000 water bottles for a Reebok event. I also remember when a Brandie picked up an express order in Poland to deliver it to a cruise ship in Mallorca on time. Actions like these are emblematic of our service philosophy: always making everything possible and going the extra mile.”
Has there been a particular milestone in the last 15 years that you and the entire team remember especially well?
“A defining milestone was definitely the moment we first broke the €1 million monthly revenue mark. While that was some time ago, it was an enormously motivating success for me and the entire team. ”
You just briefly mentioned success, what does success mean for allbranded today, and how has the perspective on it changed in recent years?
“Until a few years ago, we were strongly growth-driven and wanted to grow at any cost – which we were very successful at. Over the years, we achieved remarkable compound annual growth (CAGR), and apart from seed funding, this was entirely self-financed (bootstrapped). Beyond a certain company size, aggressive organic growth without acquisitions was hardly possible anymore. Therefore, we shifted our focus more towards acquisitions. We are currently fully on track to maximise our profitability. Each of these three phases is very different and brings its own unique challenges.”
Challenges are part of every company's history. What do you think has been allbranded's biggest challenge so far?
"In a rapidly growing company, you are constantly faced with similar, major challenges. The biggest of these has certainly been maintaining the balance between growth and profitability. If you invest heavily and these investments don't yield the desired results, you have to quickly adjust course – this is an enormous challenge that continues to accompany us."
Was there also a turning point that particularly shaped the company over time?
“Definitely! Our seed funding was a crucial turning point that allowed us to really get going. But hiring our first employee and moving into our own office were also defining milestones in the early days. Not to mention our first order and the realization that paid ads work exceptionally well: that was our proof of concept and has shaped allbranded from the very beginning.”
If you had to describe allbranded's corporate culture today using three characteristics - which ones come to mind spontaneously?
"There are three core values that we believe strongly represent allbranded:
1. Think Digital: Be disruptive and automate where you can.
2. Empower and Motivate: Be a team player and a valued partner.
This is clearly evident in the fact that the majority of our current management team has spent the vast majority of their professional careers at allbranded. They were supported and empowered from the very beginning, enabling them to hold key positions and leadership roles today.
3. Be a Doer : Hands-on & claim ownership.
This was extremely important, especially in the initial phase, but it still applies today. Printing 1,000 bags in production often provides deeper insights into the processes than any meeting.”
If we shift our focus from corporate culture to looking externally at allbranded as a company and brand, what makes allbranded so special in the merchandising sector from your point of view?
“From day one, we have focused on maximum transparency in the ordering process: there are no hidden costs and always smooth processes. Through the consistent automation of our processes, we can make many steps more efficient, faster and more reliable, and that directly benefits our customers.”
Now, looking at the actual product, in your opinion, what makes a truly good promotional item, and which product is your personal favourite?
"The formula is incredibly simple: The product must integrate seamlessly into everyday life and be genuinely enjoyable to use – regardless of whether it's a hoodie or a mug. That's why I'm taking a classic approach here: I wear the allbranded sock almost daily – it looks great and perfectly fulfills its purpose. Thanks to our processes, we are also able to offer our products at consistently attractive and affordable prices."
What would you say companies often underestimate when using promotional items for marketing and customer loyalty?
“At the product level, the trend is clearly towards quality and sustainability. Companies have understood how crucial employer branding and community management are – we are seeing strong customer growth in these areas. We are also experiencing high demand for employee shops, system integrations, and ordering platforms, all of which we fully cover. Fast-growing and larger companies are looking for smart solutions to take their employer branding to the next level.”
You just mentioned the topic of sustainability. How has sustainability developed in the promotional products and merchandising industry?
“Sustainability is extremely important, but it had a difficult start in our industry. For a long time, many customers were unwilling to accept higher costs for sustainably produced promotional items. However, a noticeable shift in attitudes has now taken place, and we are seeing a significantly higher proportion of sustainable products. In this area, too, less is usually more. A smaller print run of high-quality, sustainable items often achieves a far better effect than sheer quantity.”
This example clearly illustrates how much market demands have changed. Do you think allbranded has helped to keep pace with developments like these and remain successful for so many years?
“First and foremost is the team and the brand – I think we've done an excellent job recruiting. Furthermore, our ‘digital-first’ approach and the goal of automating processes as much as possible have been a real growth accelerator. This efficiency allows us to handle even smaller order values (basket sizes) economically. In addition, we were among the first to implement direct supplier interfaces. This allows us to seamlessly synchronise (push/pull) product data and orders directly with suppliers via our system, which has significantly reduced our workload and capital expenditure.”
You just mentioned the team as an important factor. What are you particularly proud of regarding the team at allbranded?
“What I’m particularly proud of at allbranded is that we have many women in leadership positions. For us, this was a completely organic and authentic process without any quotas. It’s truly fantastic to see – and as a father of two daughters, it’s also a very personal matter close to my heart.”
Since founding allbranded, you've experienced firsthand what it means to build a company from the ground up. What advice would you give to startups today, based on your experience?
“I think one of our most important qualities is true resilience. At allbranded, the first months and years were really challenging – but at some point, things clicked and success followed.”
On its 15th anniversary, allbranded looks back on many years together. What would you like to say to our customers, partners, and employees on this special occasion and as we conclude our interview?
“First and foremost, a huge thank you goes to our Brandies, who gave their all and without whom this success would not have been possible. It was definitely a team effort, and we can all be proud of that. A big thank you to our more than 100,000 customers for trusting us and being with us from day one. Your trust and loyalty are anything but a given for us and are ultimately the reason why we can look back on 15 successful years today. But I would also like to extend my heartfelt thanks to our partners – for the many years you have been with us and for the professional and trustworthy collaboration. 15 years of allbranded – that wouldn't have been possible without any of you. Therefore, my deepest gratitude goes to everyone who is and has been part of this journey. I am very much looking forward to what lies ahead and am convinced that together we will write many more chapters of our story.”
