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Revenue growth
Amount of orders
EBITDA
Se casen
ÖHOUSE
Co-founder and CEO Niels Mikkelsen and Anna Much - who, with her strong organic footprint and dedicated community, served as a natural springboard for the brand's early growth and DNA - have built a brand that speaks directly to a generation navigating fashion on its own terms. ÖHOUSE sells unisex clothing with a relaxed and considered expression, primarily to young people in Copenhagen and the larger Danish cities. The brand sits in one of the most competitive and market-sophisticated segments in Danish fashion, and has still managed to stand out.
Unaware
Solution/ problem aware
Aware
Unaware
Solution/ problem aware
Aware
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The challenge
When we started working with ÖHOUSE, we met a brand with a strong foundation: an engaged audience, authentic content and an established identity. But the growth potential wasn't fully realized. The brand faced challenges we often see in the e-commerce industry for clothing brands.
A brand tied to one person
Anna Much's presence as co-owner and the brand's most visible face had given ÖHOUSE a unique starting point. She acted as a strong brand catalyst - a figure the audience could identify with and project their aspirations onto. But the close link to one person created a limitation: brand communication was person-driven, not persona-driven.
That meant the brand was largely speaking to people who already knew Anna - but wasn't actively introducing new consumers to ÖHOUSE as a brand. To scale profitably, we needed to depersonalize the brand communication and build a desired persona that spoke to a broader audience, based on their ICP.
Unclear positioning and inconsistent expression
The brand's visual and communicative expression varied from channel to channel. There wasn't a coherent brand identity that clearly signaled what ÖHOUSE stood for - and who it was for. Expression, messages and visual style went in different directions, and it was hard for the consumer to quickly decode the brand's universe.
Content without strategic direction
ÖHOUSE operates at level 5 on the market sophistication scale. In a fashion market where no product is new and competitors are countless, communication is everything. The majority of the existing content communicated at the Solution Aware and Aware stages - and therefore only hit consumers who already knew the brand and were ready to buy.
There was no structured content funnel introducing new consumers to the brand's DNA at the Unaware and Problem Aware stages. That meant ÖHOUSE never really got a hold of the cold audiences who could drive long-term growth by converting cold traffic.
Lack of brand control
Creator content was largely steered by how creators themselves perceived the brand - not by how ÖHOUSE wanted to be perceived. The result was an inconsistent expression that neither strengthened brand value nor performed optimally.
The solution
ICP and desired persona as the foundation
We defined ÖHOUSE's ideal customer (ICP) and their desired persona (DP) to construct the foundation for our brand communication.
ÖHOUSE's ICP is young people aged 15-28, both genders, primarily based in Copenhagen and the larger Danish cities. They're digitally experienced, active on social media and interested in fashion - and they struggle to find brands that aren't mainstream, but where you also become part of a community. They're missing a brand and a community they can see themselves in while they shape their identity.
Their Desired Persona is the young, urban person with a calm and natural expression - someone who carries confidence, rests in their own identity and uses clothing as a natural extension of themselves. This is the person the consumer looks up to and wants to become over time.
The intersection between these two people is exactly what the entire content strategy is built around: content that makes it possible for the ICP to shape their identity by buying into ÖHOUSE as a brand and community.
Depersonalization and brand strategy
We actively worked to free the brand's communication from the individual person and anchor it in a clear brand identity. Anna Much's presence is still a strength - but now as one part of a unified brand universe, not as the only carrier of it.
That gave ÖHOUSE the ability to speak to a much broader audience, without losing the authenticity and credibility that are the brand's most important assets.
A content funnel for scalable growthWith ICP and DP in place, we built a content funnel that covered every awareness stage:
A flexible and scalable influencer process
We established a structured gifting system to scale UGC and influencer content up and down as needed, with 3 different tiers of influencers serving 3 different purposes for the business. Through profiling, outreach and briefing to relevant creators in ÖHOUSE's network, we made sure every piece of content matched the brand's DP - not the influencers' own interpretations of the brand.
That gave full brand control and a constant flow of fresh, authentic content for every layer of the funnel - and activated TikTok advertising through whitelisting of the best-performing organic videos.
In parallel, we worked with email marketing through Klaviyo as a standalone channel to retain customers, communicate the brand's universe and maximize the LTV:CAC ratio - so ÖHOUSE isn't forced to pay for the same customer again.
ÖHOUSE
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