From a humble beginning to a leading position in Europe

Isabella responds

The pace of progress meant that there was hardly time for a backward glance in 1997, when Isabella celebrated its 40th anniversary.

The market was in a constant state of change and development. Suddenly, there was an increase in demand for cheaper products as opposed to the high-quality awnings that were Isabella’s trademark. As a result, the factory began to develop a new series of products of the same high quality but with fewer features than the traditional Isabella awnings.

In practical terms, this was achieved by entering into close collaboration with a Polish factory which was able to fulfil Isabella’s stringent production requirements. This partnership, which began in 2000, has since flourished.

Despite increased capacity in Poland and in other locations around Denmark, it became clear after the turn of the millennium that developments in the market demanded further expansion at Isabellahøj. In 2005, contractors broke ground on an imposing new project designed to house Isabella’s new up-to-the-minute administration offices, a new impressive showroom and a more efficient warehouse.

Søren Odgaard’s spirit lives on

Isabella’s founder, Søren Odgaard, died in 2005 having remained active until the end. Over the last dozen years or so, he had implemented a number of measures designed to ensure the factory’s continued existence, such as establishing the Isabella Foundation and hiring a number of skilled managers and employees.

The mix of young and experienced employees has been one of Isabella’s strengths over the years. A number of vital managerial posts have been subject to a gradual generation shift lately, thus ensuring sustained continuity and the continued development and expansion of the Isabella factory.

Many entrepreneurs find it difficult to keep up once their company has made it through the first pioneering phase, when future growth suddenly raises different demands for management and development.

One of the most important reasons for Isabella’s remarkable transformation from a pioneering company to the largest and most advanced specialist manufacturer of awnings in Europe lies in its founder’s ability to appoint skilled managers and to delegate responsibility while keeping both feet firmly on the ground. And, of course, Søren Odgaard’s talent for handling money.

Søren Odgaard’s near legendary intuition has also meant that the company is now in a position to grow while retaining its position as the leading awnings manufacturer in Europe. Isabella’s products will still be in demand, and will continue to be copied, in the future.

Søren Odgaard knew that nothing comes of nothing – and his spirit is alive and well at the factory at Isabellahøj.