Exclusive Interview: Trine Andersen, Founder Of ferm LIVING

November 22, 2013 1

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Last summer, during my visit to the DesignTrade show in Copenhagen, I was happy to be invited by ferm LIVING to a blogger breakfast at their fair booth. In the early morning hour, before the door opened, we had the exclusive opportunity to have a proper look at the new MORE collection and chit chat with the founder and creative mind of ferm Living, Trine Andersen. I used the momentum for a little, personal interview with Trine, a charming and super successful lady, who started out with an idea and made ferm LIVING a worldwide known, iconic Danish homewares brand. Enjoy the following interview with Trine Andersen. 


Trine, tell us a bit about your background and how you got the idea to found a design label?
Trine: I worked as an art director in both advertising and fashion before starting ferm LIVING. But it was always my dream to have my own business, so in 2005 I started out as a freelance art director working with different clients. The idea of starting my own brand came after we were looking for some wallpaper for our new house. We couldn’t really find the right design for us, so I thought there’s probably also other people with the same issue as us. So I started out making 10 different wallpaper designs and presented them on the Formland fair in Herning in spring 2006.

How did you come up with the name and the logo? What does ferm mean and what’s the meaning of the little bird in your logo?
Trine: The name ‘ferm’ was actually inspired by my grandmother. When she said that someone was ‘ferm pΓ₯ fingrene’ – i.e. skilled with their hands, literally ‘good with their fingers’ – it was high praise indeed. The bird is on the logo because before I started ferm, I decided to visit a clairvoyant mostly for fun, who saw a little bird sitting confused on a branch, not knowing which way to fly. I saw that as an indicator to start ferm LIVING. And the little bird would sit perfectly on top of the company logo.


How were the early days of ferm LIVING? With what products did you start?
Trine: As you already know, I started out with 10 different wallpaper designs. After one year more products came to life, wallstickers, cushions, tea towels etc. Now there are a bit more than 600 different products in the collection.

It is amazing to hear tha you started with a few wallpaper designs and are nowadays worldwide known as an iconic Scandinavian design brand. Tell us a bit more about your new collection named MORE.
Trine: The idea behind the MORE concept is to show that we are fully devoted to our products, suppliers and customers. We work hard to give the products that extra MORE. We put MORE edge, MORE effort, MORE delicate materials, MORE sophisticated structures, MORE creativity in everything we do.


Which is your favorite piece of the MORE collection?
Trine: Hmm, there are lot of good items this time. But I am especially glad with the Wall Wonder products (lamps, clocks and mirrors) we made this season.

We’ve seen that ferm LIVING evolved from a few wallpaper designs into a design label with all kind of goods for happy homes. Do you have plans to extend your portfolio in the near future?
Trine: Yes, we continue to move forward into other categories of design products but it’s too early to say what… πŸ™‚

Thank you Trine for this interview and some personal insights into the history of ferm LIVING. As someone with marketing and PR background I know how important it is to stick to correct brand names and spellings, but this one time I would say I could rename this adorable Danish design brand into ferm LOVING. 


Happy Friday, friends!

P.S. We had lots of fun during our blogger breakfast as you can see on the pic that I snapped of my friends Gerard, Nina and Allan

Photography by Igor Josifovic

22 Comments

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22 Comments

  • Reply CappelloABombetta November 22, 2013 at 09:20

    Good job guy!! I felt in love with Trine and her style for the first time…. thanks for the interview!
    Serena

  • Reply STYLIZIMO November 22, 2013 at 10:27

    How nice with an interview… Such a talented girl!
    Great pictures as well. I love the last one of course πŸ™‚

    Sending you a big hug from Norway!
    xo
    Nina

    • Reply Igor Josifovic November 22, 2013 at 12:26

      Thank you Nina! Yes, I agree, she is very talented and so charming! Sending a big hug back all the way from Germany!

  • Reply Toni @ Skandivis November 22, 2013 at 10:49

    Great post Igor! I have followed Ferm for a while and have always had a few of their pieces in my shop. However, their new collection is for me the most interesting and exciting ever and I can’t wait for it to arrive in stock. Happy weekend Igor! Toni x

    • Reply Igor Josifovic November 22, 2013 at 12:25

      I’m totally smitten with the new MORE collection, too! I must get one piece for my home too!

  • Reply Gerard @WalnutGrey November 22, 2013 at 12:21

    When did you sneak that interview in – while we were all there? It’s a great piece! I absolutely love how the name came about and that Trine’s Grandmother was part of the inspiration.

    And I can’t believe I’m smiling so much at that time of the morning! Was fun tho πŸ™‚

    Thanks Igor x

    • Reply Igor Josifovic November 22, 2013 at 12:24

      Haha I was pretty sneaky! Actually, I was chatting with Trine over coffee at the booth and asked her all these questions cause I wondered about the origins and meanings of name and logo. Then I thought it would be nice to share those insights with my readers et voilà here it is:-)

      And I agree, it was great fun!

  • Reply Lisa Hjalt November 22, 2013 at 13:48

    Thank you Igor for sharing an interview with us and thank you for the kind comments yesterday and today. As soon as I have a proper wi-fi at home I’m going to dive into the posts from your trip. It looks like you have a few good ones that I still haven’t been able to read!

  • Reply Ligia Seabra November 22, 2013 at 14:56

    It was a nice interview, thanks for sharing because it was lovely know Trine, Have a nice friday too.

  • Reply vosges paris November 22, 2013 at 16:51

    Such a great picture of a lovely breakfast πŸ™‚

  • Reply tina @ colourliving November 22, 2013 at 18:20

    A great interview. A great insight into the company’s name (loved that bit) and a really great photo at the end. Happy weekend!

  • Reply Filipek 70 November 22, 2013 at 20:50

    great interview …I ‘ve learned a lot about this mark ….I love the idea with a little bird and the explanation of why Trine used it for logo ….Is there Nina from Stylizimo ??? she is beautiful !!!greetings

  • Reply Gabrielle November 23, 2013 at 12:31

    Great interview, Igor and Trine, I’m a new but now huge fan of Ferm Living. I recently visited Copenhagen when my husband was working there and fell in love. I allowed myself one tea towel (the Copenhagen one so it’s a memento of our visit too) and it’s my prized kitchen possession! I hope that there will be some UK stockists soon… πŸ™‚

    • Reply Igor Josifovic November 23, 2013 at 22:06

      I’m a big fan too! And I think they have quite a few UK stockiest! Plus they have an international webshop!

  • Reply navucko. November 23, 2013 at 20:22

    inspirierend! und toll!

  • Reply Oum November 23, 2013 at 23:28

    Great itw ! Love the story behind the logo and the name. I love this brand and can see its influence growing on other brands as well.

  • Reply julia I mintlametta November 24, 2013 at 11:55

    I am a huge ferm-fan and it was great to read this authentic and inspiring interview! * julia

  • Reply Holly November 24, 2013 at 16:40

    great interview! Actually didn’t know anything about how ferm Living came to be. Very inspiring. And great pics! Love G smiling like that and that little peek at your sneakers reflected in the mirror. Thanks for sharing Igor πŸ™‚ xx.

  • Reply Anya Jensen November 24, 2013 at 17:54

    What a great interview, I adore Ferm living and have long been a fan of Trine Andersen. Happy Sunday Igor – and I do adore the snap of your fellow blogger friends too πŸ™‚

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