Interview: Blossom Copenhagen.
With Black Friday just around the corner, Blossom Copenhagen shares their unique perspective on the sales season — prioritizing both customer satisfaction and the brand’s core values.
Discounts or Thoughtfulness? How Blossom Copenhagen Handles Black Week
We had the pleasure of speaking with Henriette Varberg, Marketing Manager at Blossom Copenhagen, part of House of Jewellery. She gave us insight into how Danish brands are preparing for Black Friday 2022 — and how Blossom Copenhagen is choosing to navigate the retail frenzy.
November is packed with shopping events like Singles Day, Black Friday, and Cyber Monday. For brands, it’s a time to connect with customers, boost visibility, or take a stand by opting out of the discount race altogether.
Danish E-Commerce Breaks Records — What’s in Store for 2022?
Expectations for Black Friday 2022 are high — with 47% of consumers expected to shop online, up from 43% last year. In 2021, online sales during Black Week reached 3.2 billion DKK, making it the most profitable e-commerce week ever in Denmark.
Still, Black Friday is a divisive event. While some companies see it as a golden sales opportunity, others are turning away from the frenzy altogether. We spoke with several of our customers — including Blossom Copenhagen — to understand their stance.
A Strong Position in the Jewelry Industry
Since 2015, Blossom Copenhagen has built a flourishing jewelry universe focused on romantic, heart-centered designs. The brand appeals to a broad female audience and has carved out a solid position in the Danish jewelry market.
Why Blossom Copenhagen Is Embracing Black Week Again This Year
"Yes, we’re participating in Black Week again this year. Like many other companies, we’ve had plenty of internal discussions about it. Last year, we debated whether to join, but the positive response from our customers made the decision easy," Henriette Varberg, Blossom Copenhagen.
Blossom Copenhagen is continuing with Black Week — a trend that gained even more traction during the COVID-19 pandemic. However, Henriette explains that the team is approaching this year with slightly more caution due to uncertainty around consumer behavior.
Outlet Strategy Front and Center for Black Week
"This year, we’re directing all traffic to our outlet page, where we’ve added extra products. Our customers love the simplicity of the outlet — it’s easy to navigate and always updated. That’s why we expect strong performance again this year," Henriette Varberg, Blossom Copenhagen.
Preparing for Black Week also involves behind-the-scenes logistics such as inventory planning and supplier coordination.
A Targeted Black Friday Campaign with Dark Posts and Retargeting
"We’re well aware of the media overload around Black Friday, which is why we use dark posts on social media and focus heavily on retargeting. We work closely with an external paid social team to ensure our campaign reaches both existing and new customers effectively," Henriette Varberg, Blossom Copenhagen.
While many brands outsource their marketing efforts, Blossom Copenhagen has chosen to keep their marketing department in-house. Henriette notes that this allows the team to stay closely aligned with the brand’s DNA, reinforcing consistency, credibility, and overall brand experience.
A big thank you to Henriette and the team at Blossom Copenhagen for sharing your story.
We wish you a fantastic Black Week!
Team pensopay
Curious how other brands prepare for Black Friday? Check out what our customers at Astrid Frank, Lakor, and Munk Store are doing.
Read about more great entrepreneurial advice from our customers.
