Jacob Risgaard:
”The best advertisement you can make is almost getting people into the shirt.”
Joachim Latocha:
”In the team at BARONS, we have that drive to create the shirt where you look sharp all day. You don't want to change into a t-shirt when you get home from work. That's the whole dream of it,” says Joachim Latocha, founder of BARONS.
A few weeks ago, Jacob Risgaard, who has invested in BARONS through Løvens Hule and now sits on the board, met with Joachim Latocha. The meeting took place at the BARONS office near Kongens Nytorv – much to the delight of the North Jutlander Jacob Risgaard, who says: ”Thank you for choosing a place where we from Jutland can find it. Kongens Nytorv.”
Jacob Risgaard is a marketing man, and therefore the conversation between the two quickly turned to the marketing of the shirts. However, the starting point was clear. Namely the product.
”It's easier to be a marketing man, like I am, if you have such USPs, Unique Selling Points, where you can say, this one will always last ten times better. But BARONS shirts are almost like red wine. You have to have tried it, you have to have tasted it. The best advertisement you can make is almost getting people into it. Or someone in their circle or at the office,” as Jacob Risgaard puts it.
We only go for loyal customers
The goal for BARONS is loyal customers. Joachim Latocha and Jacob Risgaard therefore talk about how to achieve that.
”We are playing on a field where we hope to become this shirt warrior's preferred supplier over the next 10-20 years, the rest of his career. We know that he has to wear the shirt for the first time, and then he will probably be happy with it,” says Joachim Latocha.
The whole idea is therefore that once the businessman has decided to wear shirts from BARONS, he doesn't need to think about shirts anymore – for the rest of his life.
”So he doesn't have to think about it, because he has plenty of other things to think about. And that just means we have to be sharp, not disturb him unnecessarily, and just be there when he needs it, not when we need him,” says Joachim Latocha.
The North Jutlander Jacob Risgaard is co-founder of the webshop and retail chain Coolshop. In the latest season of Løvens Hule, he invested in BARONS.
