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CARPET STAR 2023
In terms of carpets the Munk- holm family focuses exclusively on handmade products, roughly 70% of which are Persian.
ration of a carpet trading family will have lived and breathed the business since childhood. Martin Munkholm completed an apprentice- ship at a Hamburg-based carpet importer, and he and his family still regularly travel to Iran today to continue cultivating their knowledge. Underscoring his expertise, Martin is author of a book on rugs titled Aegte Taepper, and has appeared on Danish television in a feature (still shown) about their store and the Munk- holms’ travels to classic carpet weaving regi- ons – both affording superb advertising for the company.
Drawing on his expert knowledge when presen- ting authentic rugs to customers, Martin Munk- holm makes a case for genuine sustainability as an additional selling point. It starts with upcy- cling: making kilim cushions and stools out of fairly worn-out carpets. The next sustainability consideration then is how much greenhouse gas emissions are avoided by using a good knotted carpet in an entrance area instead of renting doormats from a mat provider.
Of course, you first have to get prospective cus- tomers to come into the store before you get a chance to advise them. So how does Belle get the customer traffic necessary to successfully sell carpets, being located out in such a pret- ty, yet not especially easy-to-get-to, location? In addition to achieving a profile in the media,
as mentioned, and holding regular exhibitions, the company leverages its website for custo- mer acquisition. The entire assortment of Belle carpets in available in the company’s webshop. But as Munkholm notes, “We honestly should be selling more online. Online sales would in fact be higher, but many carpet shoppers desire a personal consultation after they have picked out certain rugs on the internet, and are quite willing to invest two hours of driving time.”
Belle demonstrates as a carpet store how specia- lised expertise is essential in order to sell high- quality products – customers demand it. This professional knowledge in combination with a well-designed website and webshop are crucial in order to attract buying customers.
Trine Munkholm, Helle Munkholm, Martin Munkholm
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