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Danish lifestyle is popular in the United States

Lars Gert Lose, Danish ambassador to the United States, says that bicycles, equality and sustainability help to brand Denmark and pave the way for Danish businesses.

‘Made in Denmark’ is a guarantee of quality – whether you ask a Japanese, an American or a German, but local differences do exist. DI Business asked three Danish ambassadors in both neighbouring and more distant markets to provide some good advice for Danish businesses.  

 

Publiceret: 12.08.2016
Af Karen Witt Olsen mail

What kind of image does Denmark have in the United States?
- Denmark has a strong and excellent brand as a country based on an efficient market economy. After the United Kingdom, Denmark is probably the country that is closest to the United States politically.

- The values Denmark stands for are popular here. I am thinking of equality, the LGBT agenda and our sustainable lifestyle – what the Americans call ‘healthy living’. This includes our cycling culture which fascinates them. Danish businesses are also known for their positions of strength in, for example, wind technology and hydropower, furniture and clothes design and our quality food products.

Read more:Rember - The Japanese are perfectionists

What kind of opportunities do you see for Danish businesses in the United States?
- With the reform of the health sector which gives more people access to health insurance, the market for pharmaceutical products is growing and this will continue irrespective of the administration that will be in place after the presidential election.

- There is also huge potential in the market for the purification of wastewater. The way the Americans purify their water dates back to the 1970s. In some areas, they use up to 22 percent of their energy on purifying their water. We possess methods that actually produce energy during the process.

- We also have great hopes for the district heating market. Of course, you cannot dig up New York or Boston to lay pipes, but there are public sector institutions and campus areas where district heating would be a natural solution.

Read more: Germany is a spriongboard to the rest of the world

Do you have any good advice about the American market that you would like to pass on to Danish businesses?

- The Americans want overall solutions and in the field of water technology, for example, the right approach will be that manufacturers of components and solutions team up in order to offer a turnkey solution.

- Another approach may be the one Ecco has been successful in, namely finding a local partner to sell their goods. Currently, one in every five shoes sold by the Nordstrom chain is an Ecco shoe.

- Whatever you are selling, you must be prepared to invest time and money to get into the American market. There are no quick fixes. But it is worth it as it is the world’s largest market with 310 million consumers.
United States
Population: 391.0 million
Denmark: 5.6 million
GDP (USD billion): 17,419
Denmark: 346
GDP per capita (USD): 54,600
Denmark: 61,500
GDP per capita
(USD PPP-adjusted): 54,597
Denmark: 44,343
Source: The Confederation of Danish Industry’s Market Focus for the United States, June 2016
Whatever you are selling, you must be prepared to invest time and money to get into the American market. There are no quick fixes. But it is worth it as it is the world’s largest market with 310 million consumers.
LARS GERT LOSE, DANISH AMBASSADOR TO THE UNITED STATES
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PUBLISHED: 8/12/2016 LAST MODIFIED: 2/4/2017