Well-being for Home and Soul for the 8th Consecutive Year

19 January 2024 | Humdakin

• Focus on sustainability
• Design
• Fashion & accessories
• Kitchen & tableware
• Home textiles

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Well-being for Home and Soul for the 8th Consecutive Year

When Humdakin steps into Hall F again this year, it’s like walking through the door at home: with a familiar scent, familiar voices, and familiar products.

The Launch of Humdakin

“I exhibited at Formland even before I officially launched Humdakin,” says Camilla Schram, owner of Humdakin. For her, it was important to build a brand and establish recognition within the industry before even pressing the "Go" button. And it was precisely the Formland fair in Herning that would help lay the foundation for the relationships with the customers Camilla would need to acquire.

“It was nerve-wracking to stand there with my tiny booth for the first time, being completely new to that world. I came from a cleaning business where my daily routine involved scrubbing toilets and washing floors, so Formland was very new and exciting,” says Camilla. It turned out to be a good idea because it was here she met her first customers, who are still part of the Humdakin family. Now, Humdakin has grown to the point where they are not seeking new customers at Formland. “With nearly 900 customers across 55 markets, finding new customers is not the priority at Formland. For us, Formland is a unique opportunity to look our customers in the eyes and have a good conversation a couple of times a year,” concludes Camilla.

A Cleaning Niche

“I’m sure many raised their eyebrows the first time they saw Humdakin at Formland,” says Camilla. Humdakin was the first of its kind in the interior industry, offering aesthetic and responsible cleaning products to interior shops.

“There were many who questioned whether it would work and whether it could sell. But after 8 years, we must acknowledge that it’s not impossible, and we’re also seeing new competitors popping up here and there in the Danish market,” Camilla smiles.

Since its inception nearly 8 years ago, Humdakin has expanded with products for personal care, interior, and cleaning, which now includes a few more items than in the beginning. Humdakin will showcase their entire collection along with their spring and summer novelties at Formland in Hall F, stand 5112.