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Slow Down by Design – Even With COVID – can be Profitable

kokou adzo



Josefine Oesterby Baser

We talked to Josefine Oesterby of Baser about their parasol bases that works and she had the following to say about them.

First of all, how are you and your family doing in these COVID-19 times? 

Josefine Oesterby: We are fine. We are running our family business from our home office, so I think from that perspective, we have been less affected compared to others. 

Tell us about you, your career, how you founded Baser.

Josefine Oesterby: The idea for Baser goes over 15 years back and originates from my father. He is a keen problem-solver and decided to improve his parasol setup so that we could enjoy our time outside more. Years later, my husband Christian and I picked up his idea and pioneer spirit and created Baser as a family business that honors my father’s innovation. 

How does Baser innovate? 

Josefine Oesterby: We innovate by doing things the right way, even if it takes a little longer. For example, instant coffee would be quicker, but we use our Simonelli espresso machine to brew a truly enjoyable cappuccino with organic milk and sustainably-grown

coffee beans from our local coffee roaster. Good ideas require careful thinking and the right execution, and thinking with a wonderful cup of coffee is a great way to start.

We look into markets and work closely with the consumer, but like previous inventors before us, we also keep to our own gut feeling even in times of adversity. Until now, that has been a good way to innovate. 

How the coronavirus pandemic affects your business, and how are you coping?

Josefine Oesterby: By being in the home improvement sector, we have not been negatively affected by COVID, and let’s hope that continues.

Did you have to make difficult choices, and what are the lessons learned?

Josefine Oesterby: To at all times, be agile and react quickly to changes in the market. We have shifted our focus on DIY stores “brick and mortar” to 100% D2C. 

How do you deal with stress and anxiety?

Josefine Oesterby: Slowing down by design. At baser sustainability and circularity means more than just production. It’s also humans. At Baser, we don’t count the hours, we count the progress, and then we will rather be slow and do things right instead of running for the unicorn. I would say we are more a Zebra company where we honor that we are humans, not machines. Healthy and happy people work better and smarter. 

Who are your competitors? And how do you plan to stay in the game?

Josefine Oesterby: Our European competitors count Schneider Schirme and Doppler Schirme, which are the biggest ones. We stay on top of the game by being 100% cradle-to-cradle and promoting sustainability and quality in our products. Then naturally, our channels are online instead of offline as theirs. 

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Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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