In the competitive landscape of contemporary lighting, scaling a business without compromising design integrity can feel like walking a tightrope. Since taking the helm of TOM ROSSAU A/S in August 2024, CEO Oliver Bergenhagen Pedersen has embraced that challenge, driving growth while staying true to the brand's Danish design heritage.
© TOM ROSSAUOliver Bergenhagen Pedersen, CEO of TOM ROSSAU
Sales-focused approach
Oliver recalls that the first step in his leadership was aligning the company around a more sales-focused strategy. 'We needed to get our product into the market in a way that made sense for both retailers and online partners,' he explains. This meant developing a dual approach: expanding B2B project opportunities and strengthening the presence in physical retail spaces.
'For projects, we can tailor our lighting to hotels, restaurants, or other interiors, which often opens the door to further collaboration. These projects not only showcase the full design potential of our lighting but often evolve into long-term partnerships with architects, designers, and hospitality groups,' he continues. At the same time, physical stores remain critical. 'Our product isn't just lighting; it's atmosphere. You need to experience it in person to understand its impact in a room,' Oliver notes. By combining a project-oriented B2B focus with strategic retail placement, TOM ROSSAU is bridging the gap between product visibility and brand recognition.
Thriving amid challenging conditions
Despite a difficult market in 2025, TOM ROSSAU achieved a 50% increase in turnover. Oliver attributes this success to careful positioning and operational execution. 'While many companies in the industry were consolidating or slowing down, we decided to invest in our digital presence, social channels, newsletters, and website, ensuring that people could connect with the brand directly,' he says.
The growth was further supported by a stronger project pipeline, improved digital visibility, and a clearer retail strategy that helped position the brand more consistently across markets. A crucial element was maintaining pricing consistency across all channels. 'We made sure our recommended retail prices were respected, so we weren't competing with our partners. Customers understand the value of buying directly from us, and that trust has been fundamental,' Oliver adds. By aligning both online and offline channels without undercutting partners, TOM ROSSAU has been able to grow in a market where many others retrenched.
© TOM ROSSAU
Protecting the brand's DNA
For many companies, rapid growth risks diluting brand identity. For TOM ROSSAU, the focus has been on preserving its Danish design DNA while scaling operations. 'Our products are handcrafted locally, using Danish and European suppliers wherever possible. That approach isn't a trend; it's who we are,' Oliver explains.
Every lamp is conceived as more than functional lighting, it's a sculptural element that enhances interior spaces. 'We've always prioritised integrity in our design. Even as we grow, maintaining quality and the unique character of our products is paramount,' he says. This commitment ensures that expansion never comes at the expense of the brand's identity, allowing TOM ROSSAU to remain recognisable and respected in both domestic and international markets.
Growth with integrity
Oliver Bergenhagen Pedersen's tenure illustrates how a small, design-driven company can scale successfully without sacrificing its core values. Through a strategy that combines B2B projects, strategic retail presence, consistent pricing, and a focus on design integrity, TOM ROSSAU has proven that growth and authenticity can coexist. 'If more people discover the craftsmanship and the story behind TOM ROSSAU and our products, the international potential for the brand is significant,' Oliver concludes.
More information:
TOM ROSSAU A/S
Frederiksberg Allé 5,
1621 Copenhagen V,
[email protected]
[email protected]
www.tomrossau.com
+45 7194 0000
Denmark
