From a humble beginning to a leading position in Europe

In the mid-1950s, it seemed like a stable career in the retail trade was on the cards for the young Søren Odgaard. At that time, he ran a successful retail chemist outlet in Vestergade in Vejle. The shop expanded steadily, and at a time when the Danes hardly knew what selfservice stores and supermarkets were, it seemed as if the young and enterprising Odgaard had a rewarding career ahead of him.

Whether it was an intuitive awareness of the explosive growth awaiting the retail trade, or the need and desire to become involved in what was then an unknown industry which led Søren Odgaard to sell his retail chemist shop in 1957 is a question which he himself never fully answered. In reality, it was probably a bit of both. Isabella’s subsequent success certainly demonstrated that his foresight, his desire to explore new paths, his business acumen and his ability to recruit the right people formed the basis for the astounding growth experienced by the Isabella factory under his leadership over the course of the next 50 years.

There were no doubt many who felt that Søren Odgaard was about to enter an uncertain world with the starting capital he obtained from the sale of his chemist shop. But as far as the young man from Vejle was concerned, the world was very simple. During primitive camping trips with his family, he had seen the opportunities offered by a world of outdoor leisure which, until then, had primarily attracted scouts and the odd nature lover. He was convinced there was a huge, untapped market out there, especially in light of the advances in welfare and the increase in leisure time experienced by the Danes at a time when the hardships of the post-war years were giving way to a sense of optimism and energy.

It all began in the garage in the cellar below the family home at Grejsdals Landevej no. 6, at the north-western edge of Vejle. The company’s name was Jydsk Camping Udlejning, later Jydsk Camping Industri A/S.