Interview: Pitaya
The idea for Pitaya wasn’t born in a boardroom; it happened almost by accident in 2019. It started as an Instagram project when the siblings were just 16 and 19 years old. Mads had a surplus stock of clothes, and Ida stepped in to help sell them via Instagram.
"There wasn't much 'hocus pocus' to it. But suddenly, it gained momentum, and we faced a choice: either stop here or go all-in," says Mads Emil Thomsen, Pitaya.
Since then, things have moved fast. Today, Pitaya is more than just a webshop; it is an established fashion brand where they design every piece of clothing themselves. It’s a story about seizing the moment and the importance of choosing the right partners and payment solutions when a hobby evolves into thousands of orders.
Pitaya sets itself apart by letting Ida’s intuitive creativity guide their collections rather than rigid design manuals. By combining that authenticity with Mads’ commercial oversight, they’ve built a unique brand. Ida trusts her gut feeling, and her creative process is anything but traditional—which is exactly where the magic happens.
"I have most of the creative vision in my head, but I can’t draw or be pinpoint accurate about exactly what I’m imagining," Ida explains with a laugh. "But our buying team knows me so well that they know exactly what I want. I’m quick to say: 'That one’s good, that one’s not'." Ida Thomsen, Pitaya.
Mads adds with pride: "You select based on intuition, and then we have a strong team that handles the technical parts. You provide the sparks, and we have people who can translate those ideas into craftsmanship." This approach also means they dare to try bold ideas, even if they don't always pan out.
Fast growth requires rock-solid cash flow management, especially when designing your own collections. By using reliable payment solutions and creating detailed business plans, they ensure capital is available even with long production lead times from Asia.
For Mads, the journey has been a steep learning curve in financial responsibility. When you grow as fast as Pitaya, "the biggest challenge is liquidity, as all our clothes are produced in Asia," Mads explains. "A long time passes from when we purchase the stock until the revenue comes back in. That’s why 2022 was a turning point for us—deciding to lay a plan and think like a large corporation, even before we actually were one." – Mads Emil Thomsen, Pitaya.
A strong omni-channel strategy is about creating a seamless shopping experience across all platforms. While the webshop is the main digital window, integrating physical stores through events, TikTok content, and easy return policies creates a sense of presence that sets them apart from the competition.
The decision to go 'all-in' led to their first store opening in Aarhus in 2022. Today, Pitaya operates four physical locations (Aarhus, Odense, Copenhagen, and Haderslev), which play a central role in their strategy.
"I feel the stores give us immediate feedback on what people think of the products," says Ida. "We do a lot to activate our stores and integrate them into our branding. We film TikToks and stay visible directly from the shop floor. I believe that’s why we succeed with physical retail while many others are struggling right now."
The goal is for digital and physical to play together perfectly.
"You can order online, pick up in-store, and exchange everything there," Ida explains. "Many people still think I do everything myself—from customer service and buying to social media. To me, that’s a sign that we’re doing it right; we’ve maintained that personal touch and relatability, even as we’ve grown significantly." – Ida Thomsen, Pitaya.
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Omni-channel tools |
Pitaya's approach |
Result |
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Social Media |
"Ida from Pitaya" as the face of the brand |
High levels of trust and authenticit |
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Physical Stores |
Events, New Year’s receptions, and pop-ups. In-store returns/trials. |
Strong community, brand loyalty, and premium service |
A payment partner should act as a teammate that ensures stability and transparency. For Pitaya, pensopay has been a steady support throughout their growth because price, quality, and communication align. As an e-commerce manager, you know the checkout flow is the most critical point, and Mads hasn't regretted the choice.
Pitaya is now looking toward Germany with a showroom in Hamburg and big ambitions for 2026. But their most important advice for other young entrepreneurs isn't about market share - it’s about people.
"My best advice is to dare to delegate responsibility," says Mads. "You can’t do it all yourself. Partner with people who are better at certain tasks than you are." Mads Emil Thomsen, Pitaya.
"Our journey has taught us never to be afraid of failing. If something goes wrong, we get back up," Ida says. It is precisely this fearlessness, combined with the strong bond between the siblings, that has lifted Pitaya from an Instagram project to a major growth case.
Ida concludes with a smile: "The security of having each other is what makes us dare to dream so big for 2026. We’ve only just begun." Ida Thomsen, Pitaya.
Thank you for the chat, Ida and Mads. We are incredibly proud to call you and Pitaya our partner.
Best of luck with everything ahead.
Team pensopay
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