So it's finally official! Monochrome Copenhagen is changing its name to Posters of Tomorrow ® and that's not the only thing that has changed. In addition to a re-branding of the company with both name and logo, we have also changed both the business model and strategy in relation to our product development. The decision has been a long time coming, but was finally made in autumn 2021. As our Founder & CEO, Kristian, says here:

"It has really been a pleasure to be able to offer our customers a lot of different poster designs at surprisingly low prices through Monochrome Copenhagen, but it has been difficult to stick to our business model, as we have been under pressure from several different sides.

Firstly, it has become almost 4 times more expensive to import poster frames from abroad. The prices of container freight have exploded as a result of, among other things, The Corona crisis and the crisis in the Suez Canal with the Evergreen ship sitting across. This has forced us to change our strategy and therefore we will no longer order frames for home and stock them ourselves. We have instead entered into a collaboration with Hoei Denmark, which is one of Denmark's leading frame manufacturers, to send poster frames directly to our customers instead. We think that is clearly a win-win. We don't have to stock frames and pay excess prices for import and shipping, while our customers get the opportunity to buy Danish-produced and sustainable poster frames of even higher quality and in a much larger selection than before.

Second, we've had challenges with Facebook (Meta) as their AI thought we were advertising live animals on their platforms. Of course, we do not sell live animals, but simply have some different animals on our posters. This led to a permanent limitation in our ability to advertise on their platforms, which in itself led to a sharp decrease in ROAS and de facto the ability to be profitable in our paid ads. It ruined our Black Friday and Christmas sales at the end of 2021 and we were therefore forced to change our seats.

In addition, I have long had greater ambitions with the company. As said earlier, it has been a pleasure to be able to offer our customers a lot of popular poster designs at surprisingly low prices, and with great success. On the other hand, I feel that the time calls for a bigger and even better vision for the company. The posters we hang up in our homes or at our workplace are ones we look at almost every single day and that is precisely why it seems obvious to design and sell posters that can actually have a positive effect on us.

Posters of Tomorrow® started with a vision to be more than just another poster company in the crowd. We want to contribute to an everyday life with less stress and anxiety and to be at the forefront of the fight for more diversity and sustainability. We will do this by developing poster designs with positive and socially relevant poster designs, and in that way contribute to a better everyday life for our customers, both at home and at work.

So thanks for reading. We hope you will join us on the journey :-)

March 17, 2022 — Kristian Ploug

Leave a comment

Please note: comments must be approved before they are published.