Morten Dilling

This could have been the story about the lost son

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. His ambition has always been to maintain a strong focus on reducing the use of harmful chemicals in our production and offering each customer the best possible service.

“My father had produced uncompromising quality for decades and had a strong interest in environmental initiatives in production. For me, it was therefore only natural to build on top of his life’s work.“

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.“