Olympia Acrylic

In 1977, in its 20th anniversary year, Jydsk Camping Industri (now known simply as Isabella in camping circles) launched an anniversary model: the Olympia Acrylic, produced in shades of brown and orange. It was a run-away success – not only because of the quality, but because it encapsulated the trendsetting colours of the day.

In 1979, the Olympia Acrylic really took off. Brown and beige were the ‘in’ colours at the time, and Isabella revolutionised the market by introducing an awning built to a new design, where the sides and the front could be removed or rolled down halfway according to the needs of caravanners.

Isabella’s success almost brought the company to its knees. Although relatively optimistic when it determined the production capacity, sales of the Olympia Acrylic exceeded even Isabella’s wildest expectations. The joy experienced in connection with the company’s success was somewhat overshadowed by its frustration at being unable to keep up with demand.

Isabella never wanted to end up in a similar situation again, and a rapid expansion of the production facilities was agreed. By 1980, the company had more than 100 employees. Over the years, Søren Odgaard created a strong team of skilled employees, not just in production but in sales, development, administration, finance and logistics.

The best-selling awning in Europe to date was launched in 1982. The Ambassador range, which has undergone continuous development, is still marketed on the basis of the original concept.

Isabella’s exports also underwent rapid growth in the 1980s. Up until this point, sales to a number of European countries were primarily handled by importers. Isabella had had its own subsidiary in the United Kingdom since 1970, but in 1982 the company set up another subsidiary in the Netherlands, which, in relation to the country’s population, was the camping capital of Europe. In 1985, another subsidiary opened in Norway, followed in 1990 by yet another in Germany. Isabella continues to have a succesful working partnership with an importer in Sweden, which has always been one of the company’s main export markets.