Danican Celebrates 10 Years 

Sleep accessories supplier Danican kicked off its 10th anniversary in the United States with a new growth plan focused on providing private-label products for a wider range of customers.

In 2012, Danish husband and wife team Thomas and Naomi Frismodt moved their family and their Danican headquarters from Aarhus, Denmark, to Atascadero, California, where they launched their own brand of bedding products. In 2019, Danican became a private-label supplier.

“We’re grateful to all our customers and those who’ve trusted us to provide quality products that they’re proud to put their name on,” said Thomas Frismodt, owner and chief executive officer. “Private-label business has good momentum for us and our customers because it helps to differentiate brands in a very competitive market while also providing more flexibility and better margins.”

To mark Danican’s decade of building its U.S. business, the company announced key initiatives in its growth plan, including expansion and diversification of domestic and foreign factory partners that provide a wider assortment of products and pricing options. The company also will work to navigate global shipping challenges and create a strong physical presence in Europe, as well as the United States, it said in a news release.

“In Danican’s first 10 years in the U.S., we’ve established a reputation for providing truly tailored solutions free of some of the limitations that frustrate customers,” Frismodt said. “Our approach is for unencumbered creativity to develop products and programs that set brands apart, and that’s what makes the difference for successful private label.”

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