Every year we are celebrating the new year with a New Year’s Reception – Our so-called Nytårskur. And each year we invite 3-4 inspirational speakers to share their thought and insights on a given topic. 

For the 2019 Nytårskur the overall topic is Identity, as the only true long-lasting competitive advantage. These days, Danish media is full of doomsday prophecies following Amazon’s announced arrival in the Scandinavian market – with promises of free delivery in just one hour. In the wake of this story, lots of ideas as to how business can survive are emerging. But what does it take? What gives your company a lasting competitive advantage? What do you, your brand or your company have that is proprietary? What is just yours, yours alone and cannot be copied? You have your identity – your brand. Meaning who you are, why you are here and how you do it uniquely. This asset can, if handled properly, be your everlasting competitive advantage.


17.00 – Arrival and champagne
17.45 – Welcome and introduction of todays topic – Anne-Mette Højland, CEO, IDna Group
18.00 – Søren Steffensen, CEO – Irma
18.20 – Second speaker
18.40 – Third speaker
19.00 – Fourth speaker
19.15 – Networking, food and champagne 

We will be announcing one speaker per week – so follow us on Instagram, Facebook or LinkedIn to stay updated.


Søren Steffensen, CEO – Irma
For many Danes, Irma is a true love brand. And in 2018, Irma was even awarded Denmark’s most recommended company. Additionally, the Irma identity has many strong visual icons such as “Irma-pigen”, but how can Irma maintain their strong position while implementing a new strategy that entails shop closures and an update of the Irma as we know and love today?

Practical details

Date & time: January 17th at 17-20
Place: Nikolaj Kunsthal, Nikolaj Plads 10, 1067 Copenhagen.

Want to attend Nytårskur 2019? We send out personal invites each year. If you think we may have forgotten all about you, please send us an email at event@idnagroup.com.

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