Daily News
From Home Furnishing Business
Danican Kicks off 10th Anniversary with Focus on Private Label Growth
March 7,
2022 by Laurie Northington in Business Strategy, Industry 
Bedding specialist Danican will mark its 10th anniversary in the U.S. with a growth plan focused on the power of private label for a wider range of customers.
The company founded by Danish husband and wife team Thomas and Naomi Frismodt set its U.S. headquarter in California and launched its own brand of bedding products in 2012. In 2019, Danican transitioned to be a private label supplier because of the opportunities for itself and its growing customer base.
“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 CEO/owner Thomas Frismodt. “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 for private label, which include:
- Expansion and diversification of domestic and foreign factory partners that provide a wider assortment of products and pricing options
- Positioning Danican to successfully navigate global shipping challenges now and in the future
- A strong physical presence in Europe as well as the U.S.
“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. 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,” said Frismodt.