Interview: Basic & More.
In a short span of two years, Basic & More has grown into a chain of more than 12 stores. By offering a fresh take on surplus goods and combining it with a premium shopping atmosphere, founders Rasmus Rask and Jes have created something truly unique. Here’s why they chose pensopay as their payment solution.
With a bold and creative perspective on surplus stock, Basic & More has made waves in the retail world. Their concept merges leftover inventory from around the globe with an elegant in-store experience. Their goal? To continue scaling across Denmark—before setting their sights abroad.
A New Take on Surplus Stock Is Fueling Basic & More’s Growth
As they celebrate their two-year anniversary and the opening of their 12th store, Basic & More reflects on a journey that started even before their first location opened in November 2021. Founded by Rasmus Rask and his business partner Jes, the company is rooted in complementary expertise: Rasmus in fashion and retail models, Jes in sales and tech-driven environments.
Basic & More specializes in purchasing surplus stock of home and interior goods from factories around the world. According to Rasmus, many companies buy small lots from various suppliers—but as a company grows, that model becomes less viable. That’s where their surplus-based concept was born.
"When traveling, we often visited factories and came across leftover stock. That’s how we found so many unused batches," Rasmus Rask, Basic & More. Today, the stores sell everything from ceramics and cutlery to candlesticks and home accessories—often items with minor imperfections or that were simply overproduced.
How Basic & More Is Breaking with the Traditional Outlet Model
"We made a list of priorities: first, it had to be fun; second, it had to be different; and third, we never say no to a good deal—no batch is too small. That’s how it all started," Rasmus Rask, Basic & More.
Determined to break new ground in the Nordic and European markets, Rasmus and Jes built a chain based on buying and reselling surplus stock at a fraction of the original price—while reducing waste along the way. "We don’t call it sustainability. For us, it’s about solving a problem by offering customers products for one-fifth of the price," Rasmus Rask, Basic & More.
Their first sourcing trip took them to Portugal, where they discovered eight football fields’ worth of surplus pallets—many with slight visual flaws. That moment kickstarted their journey to build stores with a warm, feminine atmosphere—without the usual yellow signs or the word “outlet.”
More Than Just an Outlet
Once the product strategy was in place, the next challenge was to find the right store locations and bring their concept to life. Rasmus and Jes were determined to secure premium real estate—whether in city centers or major malls—but knew they had to avoid being labeled as a typical outlet chain.
Their solution? A distinctly feminine design, including pink ceilings in every store—creating strong visual recognition. Digital screens communicate with customers throughout the day and even after hours.
One of their biggest challenges was finding small surplus batches that would drive foot traffic and match the look and feel of their concept. "Nothing was too small for us," Rasmus Rask, Basic & More. They purchased limited quantities of items that were only available in one store at a time—making each shopping experience feel exclusive and exciting.
Looking Ahead: Basic & More’s International Ambitions
With 12 stores already up and running—and more on the way—Basic & More is far from done. Rasmus and Jes have big dreams of taking the concept abroad. But first, they’re focused on dominating the Danish market.
"Our goal is to reach 30 stores in Denmark. Of course, we’re getting international inquiries too. The dream is to expand abroad, but we want to be rock solid here at home first," Rasmus Rask, Basic & More.
Startup Advice from Basic & More: Take Risks, Celebrate the Small Wins
For Rasmus and Jes, entrepreneurship isn’t just about profit—it’s about building something that matters. Rasmus offers this advice to fellow founders:
He also stresses the value of a strong network and early feedback. "Before investing our own money, we ran the idea by people we trust. Getting that external validation gave us the confidence to take the leap," Rasmus Rask, Basic & More.
Why Basic & More Switched to pensopay for a Smarter Payment Solution
Rasmus and Jes first learned about pensopay through their web development partner. At the time, they were using a different payment provider—but faced issues with high costs, poor service, and lack of support.
"We always compare what we had before with what we have now. The previous setup was expensive, support was slow, and no one was there when we needed help. With pensopay, everything runs smoothly. Payments go through, the service is excellent, and the system is easy to use. As a founder, it’s a relief when things just work," Rasmus Rask, Basic & More.
He emphasizes how important a reliable payment setup is for their business. His colleague Mathias, who manages day-to-day operations, is also very happy with the switch — noting that pensopay has made their daily work significantly easier.
