Part 2: It's never happened before in the lion's den
It didn't go quite as planned.
We went in anyway.
With new lions ahead of us –
and without fully knowing what we were facing.
The first few seconds didn't go as planned.
We briefly stalled.
Not because we didn't know our pitch.
But because my thoughts were elsewhere:
Who are those people?
Why haven't we been told anything?
We briefly looked to the side.
A large setup of camera, sound and production.
Completely silent.
There was no help available.
So we took a moment.
It felt longer than it was.
And started again.
The rest sat, as they should.
We ended up getting an offer.
From Morten Larsen and Tahir Siddique.
At the time, we had no idea who they were.
Or what they had done before.
After a short negotiation, our valuation was halved.
From DKK 3,000,000 to DKK 1,500,000.
We said yes.
They each bought 10% of Kristian Juul.
It wasn't quite what we expected when we walked in.
But it was the start of something new.
(To be continued)
Design that creates joy and curiosity
We believe that good design is more than aesthetics – it should awaken joy, inspire conversation and ignite curiosity. Furniture should challenge our surroundings and provide space for creativity. That's why we create designs that both surprise and engage.
Quality that lasts
In a world of fast-paced trends and short lifespans, we believe in the value of long-lasting solutions. High quality is not just an ambition – it is a necessity to ensure furniture that can last you a lifetime. With carefully selected materials, we create furniture that lasts in both style and function.
Functionality adapted to modern everyday life
Furniture should do more than just fill a room – it should make a difference in your everyday life. We create designs that are practical, flexible and adapted to the modern lifestyle. With us, you get the opportunity to help shape the furniture so that it fits perfectly with both your needs and your interior design.
Flatpacking
At Kristian Juul, all our furniture is delivered flat-packed, which provides several benefits for both our customers and the environment. This solution makes it possible to transport the furniture more efficiently, as it takes up less space and thus saves space during transport, which reduces the CO2 footprint.
