4th generation and director of DILLING
Luckily it is the story of a man who travelled away for many years, before he realised that his father had already laid the foundation for what he wanted to build his new dream upon. “I have never felt any pressure to take over the family company, the exact opposite. I was busy studying abroad and working with everything else. I did not want to produce underwear, I was going in another direction.“
This journey took Morten to a CBS-study (Copenhagen Business School) which uncovered a huge interest in achieving customer satisfaction. At this time, e-commerce was getting bigger and more and more physical stores were disappearing. The face-to-face experience with customers couldn’t be transferred directly online, therefore Morten started developing a new business strategy. He realised happy customers could be created by delivering high quality products for moderate prices, directly to the customer without any expensive mediator. Morten has always focused on achieving an environmentally friendly production process without compromising the service for the individual consumer.
“I have been in Germany several times, which is and still is playing the leading role in organics and sustainability. My dad produced sustainable clothing with uncompromising quality for centuries. So, for me, it was completely obvious to build on top of his lifework.“
I have never tried to convince Morten to take over my lifework. Therefore, it was very natural for him to go travelling and follow his own ideas and ambitions. Maybe it was also a challenge for him that I was never in doubt about my mission, right up to the day where I couldn’t find the way to new customers.
Then Morten returned with his vision and a strong wish to take the company to the 4th generation.
Villy Bertelsen
3rd generation and previously Director
So, in 2009, Morten came home again and presented to his dad the concept of DILLING underwear. The name Dilling is also Morten’s middle name and has family roots in Germany. Therefore, the first online shop also opened with its base in Germany’s ‘organic capital’ Freiburg. Since then, more countries have joined in, including Denmark, The Netherlands, Sweden, Finland, Great Britain, and more is coming.
“Now I am the 4th Generation to lift up my grandfather’s heritage. I am very proud and happy about this, but I am also aware that I am only borrowing it. Someday someone else will take over from me, if they would like to.“
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DILLING is a Danish family enterprise with a long tradition of producing organic wool products that will keep you warm. Today, we make organic clothing in organic merino wool and cotton for the whole family with the fourth generation, Morten Dilling, at the helm. Our organic wool wear sells at favourable prices because you are buying directly from the manufacturer.
You’ll find soft, breathable, and allergy-friendly clothing in natural materials on our website, produced without harmful chemicals and within Europe's borders under good working conditions.
Most of our products are certified with the Nordic Swan Ecolabel and gently dyed at DILLING's own dyehouse in Denmark.
You'll find DILLING's products in the following countries: dk.dilling.com, dilling.de, dilling.se, dilling.nl, dilling.fi, dilling.fr, no.dilling.com.