FysioDanmark is the largest certified chain of physiotherapy clinics in Denmark, with over 1,000,000 treatments and 150,000 individual customers. They have been around for more than 11 years, boasting over 85 clinics with modern treatment centres and some of the greatest experts in the country.
A common brand identity
Originally, each individual FysioDanmark clinic had their own brand identity and logo. However, in 2014 they decided to develop a common brand identity, serving as the foundation for each clinic. To this end, they needed a new clothing collection for all their physiotherapists, to facilitate community and cohesion across the chain.
“Clothing is an important part of our job as physiotherapists. It is physical work, which means that we need more freedom to move, and preferably in a functional material. We also knew that we wanted responsible and durable clothing," says Anders Orquin, CEO of FysioDanmark ApS.
In searching for products that could maintain their shape and colour in the wash, FysioDanmark contacted a wide range of suppliers, including ID®. In the words of Kristoffer Davey Dalsgaard, Owner of FysioDanmark Vejle: "We were quite tough on the clothes. For example, we did some testing in the wash to see if they would hold up. Aside from that, we were looking for a supplier with easy ordering and reliable delivery. Someone we could count on to deliver the products on time."
According to Dalsgaard, the crucial difference was that ID® offered one-stop shopping, as well as ready-made prints for their logo, so that the products could be used right away.
A pleasure from start to finish
ID® works with a wide range of professional merchants. Among those who have been part of our merchant network for a long time is Lars Rasmussen from Tøjeksperten in Vejle, who has been working closely with FysioDenmark.
"It has been a pleasure working with Lars," says Kristoffer Davey Dalsgaard. He continues: "For us, it is important to work with a single point of contact, which means working with the same person throughout the whole process. In this case, it was Lars who came to visit our clinics, and he also presented the products together with ID®."
FysioDanmark has been involved throughout the whole process of development and design. Moreover, they have remained in close dialogue with Lars and ID® to determine the right styles.
The project began with a kickoff meeting at the ID® headquarters, where the project was reviewed from beginning to end. "Even though we had plenty of requests and requirements for the design, functionality and colour, we never felt pressed or guilty for rejecting a particular design. Our impression was that ID® really wanted to deliver what we were looking for. They were always eager to run with our ideas, even down to the last detail," says Kristoffer Davey Dalsgaard.
ID® offers a webshop solution where the clinics can order their products. Anders Orquin is pleased with the new system: "We went from bulky spreadsheets to a neat webshop solution. This was great for the clinics, as they appreciate easy ordering and fast delivery. And they love seeing the new FysioDanmark styles as soon as they log in to the webshop."
FysioDanmark's new clothing collection creates a sense of community and cohesion across their nationwide chain of clinics.
Flexible mix of stock and Private Label
FysioDanmark requested designs for a T-shirt, polo and cardigan in recycled polyester, including a print on the sleeve to signal their focus on responsibility. In addition, some of the clinics requested an alternative to the functional polyester, leading FysioDanmark to combine their Private Label clothing collection with styles in cotton from ID®'s regular stock assortment.
As Kristoffer Davey Dalsgaard tells it: "I remember sitting in Holstebro and discussing the minimum order before we could start doing specialised production. We decided to wait and gauge the demand for the first three styles before expanding our collection. Fortunately there were cotton styles available from ID®´s regular stock assortment, which made it possible to have the logo printed immediately upon ordering. Their large stock assortment really makes a huge difference in urgent cases like this."
He continues: "We are looking forward to seeing our new shirts in action, and expect high demand. Our new cardigan has already received a warm welcome. The clinics really like it. It’s nice and comfortable."
Unity across the country
FysioDanmark has no doubt that the new products will contribute towards their goal of creating a common identity across the chain of clinics, as well as making their physiotherapists recognisable throughout the country.
"I believe that we create identity by coming together. By wearing the logo, and seeing it on the website, in the newspaper and perhaps even on TV, we feel like a part of something bigger. I think that's important. For our partners and staff, it means a lot to share a common identity and to wear the same clothes. It means we work together,” says Kristoffer Davey Dalsgaard.
FysioDanmark has deliberately worked to create a strong expression in the new products, signalling good style and maintaining a certain edge. The words “We promote public health” (in Danish) are printed on the products, highlighting their mission. "It's why get up in the morning – it's our contribution", Anders Orquin explains. “I think it's a cool statement to make, and the funny thing is that you have to get close in order to notice it. I like the fact that from a distance, it just looks like a regular T-shirt or polo, but when you get a little closer, you can clearly recognise our mission".
Close collaboration between ID® and the merchant
Throughout the process, there has been close collaboration between FysioDanmark, ID® and Lars Rasmussen from Tøjeksperten in Vejle. Kristoffer Davey Dalsgaard describes it thus:
"Lars Rasmussen deserves a lot of credit. It feels special to be able to work closely with one person, while still receiving such a warm welcome at the ID® headquarters, where we have held meetings in the showroom, spoken to the staff, seen how the products are processed and experienced the logistics centre. Although Lars could very well have been an employee at ID®, it makes a great difference to have a single contact person whom everyone knows."
"We have worked with Lars for two years now. He knows what ID® keeps on their shelves, as well as how to provide great service. Moreover, it has been great visiting the ID® showroom, where we have held our meetings. Just seeing and feeling the clothes has made the whole process much easier," Orquin concludes.
Shall we help you further?
Ordering Private Label should be quick, simple and safe. Every year, we supply Private Label collections for customers in Denmark and abroad. Send us a message or phone us on +45 9749 2144 and we will move the process forward for you. All messages will be answered within 24 hours.
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