February 2020

Thank you so much: 100.000 customers

In february we hit the first 100.000 customers. A milestone that took almost 3,5 years to reach. Thank you from the bottom of our heart, to anyone who has helped, bought and supported the small business, that started at home in the basement. It was celebrated with cake, a lot of deals, and a party for everyone at #teamWatery.

March 2020

Oh boy, Corona, go home!

Out from absolutely nowhere, Watery gets quite a kick to the stomach, like many other businesses. To say it mildly, it was a tough time to run an online swimming webshop, since the pools immediately shuts their doors for several months. Swimming competitions are cancelled, and no one can do sports together.

Like in any other emergency you can either sit on your hands and wait, or try to handle it. So in the spirit of Watery, obviously we picked the latter.

All the colleagues continued working, even though it was now with just me at the office, and then screen sharing back home to the colleagues, and here we saw one opening in the market: When people can’t swim at the pools, then they can go swim in the ocean?

This was our rescue, that we set full sail ahead to reach. In a matter of a couple of months we had established 4 new brand collaborations with the leading open water brands, and had done videos and marketing with me swimming in open water (i still remember how veeeeery cold that water was in April), and the summer ended up being the most crazy thus far. Watery was back on top.

August 2020

Okay, this is getting silly

You would think that I have learned. But it was time for the next move with our fourth headquarters in 3 years. We had expanded so far into the one we had, that we had borrowed two shipping containers in the months up to the move, to store our goods (I’m just happy that the thieves didn’t suspect anything)

At the time I did everything I could to not make the same mistake again, which is why we moved into a huge 3.000 square metre location in August 2020 - now just across from the swimming pool in Horsens that I had swam hundreds of thousands of laps in.

It was also a celebration of how far we had come. We were now 10 colleagues in watery across warehouse, marketing, customer service and handymen.

As passionate water-lovers obviously it was in our favorite clothing.
Oktober 2020

Showroom here we come!

Can you remember that my dad was pretty tired of customers running around constantly, to get their parcels when the warehouse was in the basement?

A pickup service I know that many of our customers has appreciated through the years, but now it was finally time to take the next step when it came to launch our 200 square metre showroom - right between our new warehouse and the office. 

Actually it’s the largest watersports-shop in Denmark - and look at the floor! Real pool stripes sprinkled with stardust on the walls with Jeanette Ottesen, Rikke Møller Pedersen and Lotte Friis - and the pale Daniel (me…) in the middle

Marts 2021

A new watersport catches us off guard

If open water swimming was popular after Corona in 2020, 2021 would have to be the year for paddleboarding. And as the forerunners we are in Watery, we were there from the very first whistle. And we were still literally taken with our pants down.

Throughout the spring more than 25.000 preorders on paddleboards came, and the entire organisation of 45 colleagues were now put to the test. Basically every week, shipping container after shipping container, filled with paddleboards arrived to the lot in Horsens, emptied in a hurry, and sent out to the customers as fast as we could.

There were problems, there were shouting (sometimes), and there were errors made - a bunch of them. But as the only ones, we managed to keep up the good customer service all the way through, and ensure that thousands of happy water-lovers had the opportunity to enjoy the summer on paddle boards nationwide. We are just grateful to be the supplier for these experiences.

April 2021

Looking at yourself in the mirror is always a little dangerous

You just read that we were 45 colleagues. So it’s just me who’s designing Watery anymore. In any way.

So we had to look at ourselves in the mirror a bit: Does our brand match the journey we’re on? Does it match what we want to accomplish - and the imprint we want to make on our customers and the world? Can we see ourselves in our current expression?

We had to confess: The Watery at the time had run away from us, and we had to renew ourselves after 3 years with the existing logo, website and colours.

That lead to a full re-design of the whole shabang in cooperation with a (very) expensive advertising agency, and our new (and current) visual identity was born with our overall payoff:

Making Waves - Together. 

We share the passion and the joy of being in, on and by the water with our customers. No matter the activity. We just hope that you want to share it with us as well.

June 2021

Global ambitions - and 350 (new) Watery products

I believe, that if you can see things to improve, and if you have the possibility to do something about it, that you also have a duty to do so.

Our preliminary “test” with own product lines in the Watery brand had led us to some major discoveries: It didn’t really have to be so expensive for the end user to get some quality gear..

This seriously opened our eyes to Watery as an independent swimbrand and because of this, after 1,5 years in development, we could introduce 350 new Watery products in the summer of 2021. Developed from the ground up, with the user as our main focus - and now with data from 200.000 customers.

At the same time we opened up the brand to the world, on our new international platform. A major win for a small team. Thank your for accepting our products so well!´

Less than a year later, we are SO proud that more than 80.000 water lovers are already using our gear and swimwear to get experiences on and in the water 🌊😍
September 2021

Pool, Beach and Beer- that’s all #TeamWatery needs

A summer without comparison was coming to an end, and it had to be celebrated Watery style.

A vacation home was booked at the danish coasts, with room for all the colleagues and a huge pool. It was time to reflect on the summer we had been through together. A crazy one at that.

There was time for some overall strategy from me, barbecuing, drinks, paddleboard trips, beer-bowling, wine tasting and beach soccer in the most amazing summer weather. A well earned (and well needed) breather, where we had the possibility to enjoy eachothers company, and not least find the team’s best swimmer….. Drumroll… ME! (closely followed by Mikkel and Oliver)

They also just need around 120.000 laps in Horsens Svømmehal to get to my level 😜

March 2022

A step back can also be the best thing

We had to touch ground again. After full steam ahead in 5 years, and the most crazy summer ever, with many new colleagues and products, we also had to realise that it was time to take a step back again, to really streamline processes and to take a closer look at how we work.

This lasted throughout the winter, and in March 2022 we could among other things, start our new plucking system that automatically makes plucking routes for 20 orders at the time, based on least amounts of steps. We also scrutinised our internal documentation, so we can again accelerate towards new markets, products and colleagues.

June 2022

Shoot-time! The real experts say “GO” to the Watery products.

Since we started the development of our Watery products, our customers experience with them has been the most crucial part. And we are asking (a lot) along the way. It extends the process, but ensures products that will be loved from the beginning.

This is why it was a big day, when we after a while in development mode, could finally have 4 major photoshoots in the summer og 2022 with 300 brand new products in swimming, snorkeling, kids and open water swimming. 

And just as we hoped, they were more than accepted with our ambassadors - WOW was probably the most common word along the way (Thanks!!🙏))

Juli 2022

We’ll keep you posted

-Because we have more waves to make - and we hope that you will keep being a part of it.