Closer to the customer, closer to the brand

Written by Emma Viström, October 2025

MAKE nordic has grown by keeping full control of its brand and the entire customer experience, while staying close to customers through direct dialogue and personal guidance.

Founder and CEO Line Olesen explains how this approach is shaped by brand experience and respect for local differences, as what works in one country may not work in another. Watch the video below to see how she describes it.

What MAKE nordic gains by owning the full customer experience

MAKE nordic may be best known for clean lines, calm colours and Danish design – but behind the scenes, the company’s growth story is anything but typical. Founded in 2017, the brand has built its presence without relying on resellers or heavy discounting – instead by focusing on a fantastic, friction-free customer experience. That same philosophy guides every decision: keep it simple, stay close to the customer, and act when it feels right.

Founder and CEO Line Olesen did not follow the usual playbook. With a digital background and a clear brand vision, she decided from the start to sell directly to customers and retain full control of the experience – from website to showroom. That choice has helped MAKE Nordic grow steadily through industry downturns and across borders, one considered step at a time.

“I looked at what others were doing and thought – that is not for me. "We sell dreams, not just furniture. If someone else is in charge of that experience, it does not work.” Line says. 

From traction to presence

MAKE nordic runs three versions of their webshop: one for Denmark, a general EU version, and one for Norway.

Norway became their first real international step – not through a campaign, but by following demand.

“We could see traffic and orders coming from Norway, even without a local site,” Line explains. That was enough to take the next step.

The team launched a Norwegian-language site quickly – with basic translation at first – and began testing interest. That soft launch gave them room to learn before committing.

Next came the showroom – opened at a central address in Oslo – followed by sending a team member to Norway for six months to get things off the ground. That person helped set up operations, hire staff, and train new colleagues on-site.

A local contact helped navigate regulations and scout locations – a move Line describes as “really valuable for us.”

The localisation efforts were supported by a small, well-chosen group of influencers, an initiative which helped signal demand and spark traction.

The setup was deliberately layered – add what is needed, when it is needed. While reducing friction for non-EU customers was not the original goal, it turned out to be a valuable effect. Import rules and customs make cross-border shopping harder, and adapting to those barriers helped the brand unlock more potential in Norway.

And throughout it all, one thing remained clear.

“There are brand values and culture to convey. And for me, it is important that when someone walks into our store in Norway, visits the Norwegian website, or talks to an employee – it should reflect who we are as a brand. I have to stand by it no matter which country someone encounters it in. It should feel consistent.”

A brand that stands on its own

Without resellers to build recognition, MAKE nordic relies entirely on its brand to do the work – online, in-store, and through service. That requires a clear concept and the ability to deliver it across channels. “Selling directly is harder at first – but it gives you control,” Line says.

The team stays close to the customer. They offer FaceTime appointments, support via email and social media, fabric samples, and detailed guidance throughout the buying process.

For sofa purchases, Line estimates that over 90% of customers engage in direct dialogue. That close contact builds loyalty – and fuels the brand’s quiet growth. “We see people return again and again. Sometimes they start by ordering a small shelf. Then they come back for a sofa, then a table. It becomes part of their home.”

MAKE nordic’s physical presence is also part of that connection. Their showrooms in Denmark and Norway are not just sales channels – they are spaces where the brand comes to life and reinforces the experience customers have online.

No perfect plan – just progress

MAKE nordic’s expansion has been structured, but not over-engineered. 

“We are still learning,” Line says. Line says. “And we do not assume every market will work the same way. What worked in Norway may not work in the Netherlands.”

What she is sure of, though, is the importance of speed. It is a mindset that values traction over perfection – and puts brand, trust and timing at the centre of how MAKE nordic continues to grow.

Three things I wish I had known before going abroad

Each brand featured in Succeed Abroad – The Magazine shared three lessons they wish they had known before expanding abroad. Here are the three that stood out most to Line Olesen:

• A clear concept is everything
  If you cannot explain your idea in simple terms, you are not ready to bring it to a new market.
  
• Keep the experience in your hands
  Direct sales give you full control over how your brand is perceived.
• Remove friction early
  Traction is only the first step. You need local language, setup and support to turn interest into growth.