Omhu's Zero-Discount Strategy Behind Its Viral Teddy Sofa

Alexander Morabbi Wulsch is a Danish entrepreneur and business leader. Previously, he has held leadership roles in several companies across sectors including design (URU Design) and digital marketing/social media (Nordic Social).Alexander's background also includes earlier ventures, after a stint in banking he launched an e-commerce business selling socks online, before eventually co-founding Nordic Social which was sold to PE in 2023. Today, he is the CMO of OMHU, one of Europe's fast growing D2C brands.In This Conversation We Discuss:[00:00] Introduction[01:56] Starting young in Ecommerce [02:55] Joining brands as an early as employee[03:44] Lessons from a failed first business[04:52] AOV then versus now[05:23] Unit economics simply explained[06:51] Sponsor: Klaviyo[09:00] Bundling and upselling on big-ticket items[10:18] Leaning and maximizing social first strategy[11:47] Why doubling down beats spreading thin[13:08] Building influencer teams in today’s market[14:04] Sponsor: Intelligems[15:59] Remembering the zero discount policy[17:26] Training customers to anticipate sales[18:50] Sponsor: eFulfillment Service[20:25] Discovering the long customer journey[22:32] Learning curves of a European brand in the US[24:49] Callouts[26:05] Navigating culture and politics in business[28:22] Difference of Brand and product led growthResources:Subscribe to Honest Ecommerce on YoutubeHome of the TEDDY Sofa omhucph.com/ Follow Alexander Morabbi Wulsch alexander-morabbi-wulsch-4486b3113Get your free demo klaviyo.com/honest Book a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!