Interview: Basic & More.
MWith a fresh and innovative approach to surplus stock, Basic & More has quickly made a name for itself in the retail industry. Rasmus Rask and Jes have created a unique concept that blends surplus goods from around the world with a luxurious shopping experience. Their goal is clear: to continue growing in the domestic market before expanding internationally.
As Basic & More celebrates its two-year anniversary and the opening of its 12th store, it’s clear that founders Rasmus Rask and his partner Jes have achieved something unique. The company’s journey began six months before opening its first store in November 2021. With Rasmus’s extensive experience in business development and Jes’s expertise in retail sales, they set out to create a truly distinctive concept.
Basic & More has specialized in purchasing surplus home goods and hardware products from factories around the world. According to Rasmus, many companies buy smaller lots from various producers, but as a company grows, that model no longer works. This is where the idea of a concept based on surplus stock was born.
“On our travels, it was always exciting to visit different factories and see their products. That’s how we discovered the many surplus goods lying around,” Rasmus Rask, Basic & More. Today, Basic & More sells everything from ceramics and cutlery to candle holders and other home products—items with minor cosmetic flaws or those that were overproduced.
“We made a list of key points. The first was that it had to be fun. The next, it had to be different. And lastly, we never say no to a good deal, nothing is too small for us. That’s how we started,” Rasmus Rask, Basic & More.
Rasmus and Jes were determined to create something new in the Nordic and European markets—a chain that buys surplus stock and resells it at a fraction of the original price while helping reduce waste. “We don’t call it sustainability. For us, it’s about solving a problem by offering consumers products at one-fifth of the price,” Rasmus Rask, Basic & More..
Their first buying trip took them to Portugal, where they found eight football fields filled with pallets of surplus stock, many with minor cosmetic flaws. This was the starting point of their journey to negotiate surplus deals and sell the items in stores with a feminine, welcoming atmosphere—without the usual yellow signs or the word "outlet."
After their initial purchases and decision to focus on surplus stock, Rasmus and Jes faced several challenges. The next big task was finding the right store locations and developing a concept that aligned with their vision of a unique retail experience. They aimed to establish themselves in prime locations across Denmark, whether in city centers or shopping malls. However, they were determined not to be associated with the traditional outlet model.
To create a strong visual identity, they designed a feminine store concept where every shop featured pink ceilings, giving the brand immediate recognition. They also used digital screens to communicate with customers both during store hours and after closing.
One of the biggest challenges was sourcing small batches of surplus goods that would attract customers while fitting the store's concept. “Nothing was too small for us,” Rasmus Rask, Basic & More. They purchased smaller lots of products that could only be found in one store at a time, creating a sense of exclusivity and unique experiences for customers.
Although Basic & More has already opened 12 stores with more on the way, Rasmus and Jes's ambitions go beyond Denmark. They have big dreams of expanding their concept internationally but are focused on solidifying their presence in the Danish market first.
“Our goal is to reach 30 stores in Denmark, but we’re also receiving inquiries from abroad. The dream is definitely to expand internationally, but first, we want to make sure we’re strong here at home,” Rasmus Rask, Basic & More.
For Rasmus and Jes, entrepreneurship is not just about making money but about building a meaningful concept. Rasmus shares his advice for other entrepreneurs:
He also emphasizes the importance of building a strong network and seeking feedback from trusted individuals. "We reached out to many people in our network to get their feedback on our idea before we invested our own money in the project. That gave us the confidence we needed to take the next step," Rasmus Rask, Basic & More.
Rasmus and Jes were introduced to pensopay by their website developer. Before the switch, Basic & More used another payment provider but faced challenges like high costs, poor service, and inaccessible support. This led them to search for a better solution.
“We run a business, and we always compare what we had before with what we have now. Previously, it was expensive, the service was poor, and we couldn’t reach anyone when we needed help. With pensopay, it’s different. Everything just works. Payments go through smoothly, the service is great, and the system is user-friendly. As a founder, you’re happy when everything runs smoothly,” Rasmus Rask, Basic & More.
Rasmus emphasizes the importance of having a reliable payment solution for the business. His colleague Mathias, who handles the daily operations, is also very satisfied with the switch to pensopay, as it has made their work much easier.
Thank you for the great conversation, Rasmus. We are proud to call you and Basic & More our partners.
Team pensopay.
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