The story of Plaisir

PLEASURE

DANISH DESIGN SINCE 1952

THE FIRST TIME

The company Ulsø Design was created by Christian Ulsø in 1952. Christian and his wife Mette Ulsø originally manufactured chemises in their own basement. However, the couple had to realize that they had to expand production to keep up with the demand for Ulsø Design's products.

1952

The physical lingerie factory, where Ulsø Design also has an office to this day, was built in 1960. At that time, all production was moved from Mette and Christian's basement to the new factory on Linde allé in Ikast. Helping to build the factory was Mette and Christian's son-in-law Knud Larsen. Knud Larsen's wife, Christian and Mette's youngest daughter, Eva Ulsø, would later take over the company Ulsø Design.

GO IN THE WHEELS

1972

When the company was taken over by Eva and Knud Ulsø Larsen, there was too much demand for the company to handle production alone at the factory in Ikast. Therefore, a number of home sewing machines were assigned to Ulsø Design. Every day, Eva Ulsø would drive around the city to gather the day's finished products together and transport them home to the factory, from where they would be quality checked and sent out to the dealers. In the picture, Eva Ulsø can be seen busy at her sewing machine.

1973

In 1973, Ulsø Design was taken over by Eva and Knud Ulsø Larsen, where production was expanded and the range also came to include lingerie and nightwear. The picture on the left shows Knud Ulsø, who is being trained in bookkeeping by his father-in-law and former owner; Kristian Ulsø.

Everyday life at the factory was full of creativity, productivity and, not least, laughter. Ulsø Design has always valued a mutually close and positive relationship between owners and employees very highly. In the picture on the left, owner Mette Ulsø can be seen sharing tips and tricks with a couple of the sy girls.

"BETTER SMALL AND FULL THAN BIG AND EMPTY"

Even before the production of Ulsø Design's products was completely outsourced, the company was noted for its small size and staff with a close relationship between owners and employees. On the left is a picture from the local newspaper where the advantages and disadvantages of the company's small size are discussed.

ULSØ IN THE PRESS

The picture shows a clipping from the Danish newspaper BT, where some of the smartest lingerie models of the time are shown. At this time, red was the number 1 fashion color, and of course Ulsø Design was on the beat with the latest trends. Note here that the phone number was the same then as the one you can call (them) on today!

1990

The reason why Ulsø Design suddenly found itself in the middle of a media storm is because Crown Prince Frederik dated underwear model Katja Storkholm in the late 90s. Katja worked for Ulsø Design for a number of years, and the pictures of her in lingerie were suddenly of great interest in the colored magazines. However, Bodil Ulsø has explained that no photos of Katja Storkholm were handed over and that Katja was also a pleasure to work with and fantastically beautiful.

A NEW DIRECTION FOR ULSØ DESIGN

1992-1997

The company was taken over in 1992 by Bodil and Lone Ulsø, who are the daughters of Eva and Knud Ulsø. The sisters were not inexperienced in the field, but had to go through a number of different challenges right from the start.

A changing market where companies, both large and small, had to find cheaper labor to survive the increasing competition meant that the already small company would become even smaller as all production was outsourced.

Furthermore, in 1997, Ulsø Design was able to present something completely new. A completely new direction for the company. They had chosen to focus on lingerie in large sizes, but still with the same sense of comfort and quality, just for a wider audience. In the picture above, Bodil Ulsø presents their latest creation to the local newspaper.

LOGO

On the right is the old Ulsø Design Logo, which was used right up until the mid-90s, when it was replaced by the PLAISIR logo, which represents the brand on the national and international market to this day.

NEWS IN THE PORTFOLIO

2000-2005

The next step for PLAISIR, as the brand came to be called, was now to start producing swimwear. On the left is a picture of some of the earliest models that were presented on the stand at Copenhagen Fashion Week.

POSTCARD FROM 2007

FROM THE SAME BUILDING AS IN 1952

The picture shows Bodil and Lone Ulsø, the two owners of PLAISIR, with their mother and former owner, Eva Ulsø
FIND US AT THE SAME ADDRESS TODAY

EVA TURNS 90

2017

Eva Ulsø, who is the 3rd generation in the family business, turns 90. While many have long enjoyed their retirement at the age of 90, Eva probably showed up at work every morning to receive porters, employees and ensure that the company was bright, warm and welcoming to enter.

A few articles came out of this, in connection with the 2nd generation rounding the sharp corner.

SEE THE FULL ARTICLE HERE

ARTICLE

Many shippers, suppliers and customers that Ulsø Design has collaborated with over time still swing by for a cup of coffee to this day.

READ MORE ABOUT THE ANNIVERSARY HERE

THE OLD LADY MUST BE DIGITALIZED

2020

The 4th generation joins the family business in 2019 and brings new initiatives with it. The warehouse must be digitized and the order process must be made easier for PLAISIR's customers.
A new direction for an old company.

READ THE ARTICLE HERE

ULSØ DESIGN CELEBRATES 70 YEARS

2022

70 years after the first skirts were sewn and sold, the small business is still thriving. Still in the same premises and with the same family as engine. And we hope and work hard to be allowed to continue producing underwear for at least another 70 years.

READ THE ARTICLE ABOUT ULSØ DESIGN'S 70TH ANNIVERSARY HERE