After years in a steady career, Trine followed her passion and built a business that brings joy to both kids and parents. With a background in retail and experience at the headquarters of one of Denmark’s largest supermarket chains, she noticed a recurring theme during lunch breaks: the stress that birthday parties caused her colleagues.
From Birthday Enthusiast to Problem Solver for Parents
For many parents, the logistics of throwing a birthday party often overshadow the joy. Trine, who had always loved planning birthdays, saw this as an opportunity to help. That’s how Party In A Box was born—a concept designed to simplify party planning, from decorations to creating a meaningful theme that children and their friends would love.
Drawing on her experience as a toy buyer, Trine attended trade shows, connected with suppliers, and curated festive items kids adore—all while keeping safety top of mind. In 2016, she left her corporate job to join Maki A/S, and although her own company wasn’t yet financially stable, she kept the dream alive with a part-time job at Codan. Just a year later, she took the leap and committed to Party In A Box full time.
Finding Joy in the Work – Trine’s Path to Full-Time Entrepreneurship
The dream of being fully self-employed had long been on Trine’s mind. In January 2020, she began paying herself a modest salary—not because money was the goal, but because passion was. “I earn less than I ever have, but I genuinely love going to work every day—and that’s what matters,” says Trine Hansen, Party in a Box.
She once had a well-paying job and drove a BMW, but today it’s not material things that motivate her. “I don’t feel like I’m missing out—I’ve got a great life,” Trine Hansen, Party in a Box.
Turning a Crisis into a New Business Opportunity
When COVID-19 hit and celebrations were put on hold, Party In A Box faced tough times. But Trine’s optimism kicked in. With orders dropping, she asked herself: “If parties are cancelled, what can I offer instead?”
Scrolling through social media, she saw parents struggling to entertain their kids during lockdown. That inspired the "Easter Craft Box"—a big hit that made up 40% of her March revenue.
In November 2020, she opened a pop-up shop in Bruuns Galleri, only to face a second lockdown weeks later. Adapting quickly, she moved everything to a showroom and began selling via FaceTime—successfully clearing all inventory.
Creativity Amid Crisis: How Trine Beat Expectations by 30%
Throughout the pandemic, Trine kept finding new ways to move her business forward. Her creativity and willingness to pivot paid off—in 2020, Party In A Box exceeded its revenue target by 30%.
Leading with Heart – and Looking Ahead to 2021
Trine’s forward-thinking mindset drives everything she does. Even as the founder, she still packs orders herself: “No matter your title, it’s important to stay hands-on. It reminds you what this is really all about.”
Looking ahead to 2021, she says: “Honestly, I can hardly imagine what it’ll be like when everything opens up again—but I’m incredibly excited!” Trine Hansen, Party in a Box.
