“We’ve sold 1.3 million trousers in Norway since starting our company”

Our Units was founded in Copenhagen in 2008 with one goal in mind: To become experts in one of the most challenging garments in the fashion industry – trousers.

Since 2008, Our Units has been making trousers that are widely used and well-known among its target audiences in Scandinavia, but also elsewhere in the world. The women’s collection is called “Five Units”, while the men’s collection is called “Plain Units”.

“Feedback from customers consistently shows that these trousers quickly become a staple favourite. Many say they have 3-4 pairs in their wardrobe. These are trousers that have an excellent fit and are made from a durable material that lasts year after year. And the brand continues to evolve with exciting seasonal releases,” says Frode Strømman, founder and owner of the Frode Kommode AS agency.

Five Units and Plain Units offer a unique range of trousers for men and women for all occasions. Slim, wide and straight-leg trousers in different lengths, waists, materials and colours, solid, patterned or striped. A large portion of sales comes from the NOOS programme, which ensures products are always available to buyers. 

“We sell an average of 120,000-140,000 pairs of trousers a year. This means that we’ve sold around 1.3 million trousers since we started our company,” he says.

An agency for independent stores only

Strømman started the clothing agency “Frode Kommode” in 2010, after being on the supplier side with brands such as Diesel and Moods of Norway for more than ten years.

“I wanted to set up a clothing agency that exclusively partners with independent stores, and avoid the large retail chains. The focus is on quality distribution, ensuring the stores have the best possible opportunity for strong earnings,” he says.

“Early on, we developed a strategy to distribute to stores in the “mid-high” to “high-end” price range, aiming to be present in the top stores across every city in Norway. Distribution was intentionally limited to protect the stores, and so that buyers could rest assured that the same products wouldn’t be available from nearby competitors or chain stores in the same area.”

Today, Five Units and Plain Units are present in more than 100 women’s stores and 70 men’s stores across Norway – from small towns and villages in rural areas to the country’s biggest cities.

“That’s what’s so special and wonderful about Norway—there are truly exceptional stores with impressive sales even in rural areas,” says Strømman.

“Deep understanding of the Norwegian market and consumer”

The agency’s unique approach was well received across the industry—by retailers, end consumers, and suppliers alike.

“It was important to us in our discussions with Our Units to get across that we wanted to be an agency that was capable of helping to develop the collections. And that’s what we’ve been allowed to do,” says the founder.

“We have a deep understanding of the Norwegian market and target audience, and so wanted to play a role in shaping how the brand developed. From day one, we established a solid foundation by choosing the right products, and we’ve continued to build on it steadily ever since.”

Together with his partner in the company, Maria Olsson, the duo has ensured healthy growth for the brand in Norway.

“I believe it’s crucial not to expect sales to double year after year. Instead, it’s important to find a solid formula and establish a stable level that works. An agency must be capable of weathering market fluctuations, both for itself and for its customers.”

Restructure after the pandemic: The trouser specialist

“The pandemic led us to restructuring the agency. Maria and I decided to go all in on Five Units and Plain Units and become an agency that specialised in trousers. Together, we acquired a larger stake in Our Units and discontinued agreements with other brands. Few people manage to be good at everything, so why not be the best at trousers?”

Today, the agency is well-established as a trouser specialist and is actively involved in developing collections that celebrate people’s diverse shapes and sizes.

“Our Units makes trousers to fit people, not trousers for people to fit into,” says Strømman.

Frode Kommode has also managed to develop a distinctive approach to follow-up and customer service in the stores.

“Together with the customer, we decide which models are right for the store and which sizes should always be kept in stock. Then we get access to their stock live and can replenish it every Monday. This means the store can always rely on having the right sizes in stock, regardless of illness or holidays,” says Strømman.

It’s a scheme that works effectively and is highly valued by the stores.

“So far this year, we’ve increased our supplements by 41% compared to last year, which is a healthy turnover for both us and the stores. When stores are out of a product and have an urgent need, we can fulfill it quickly and efficiently,” he says.

He explains that Frode Kommode strives to be a reliable, trustworthy, and solid partner for both its customers and the stores it works with, and that long-term cooperation fosters mutual trust and friendship.

“Many of the stores we’ve been working with for ten or twelve years now, and we greatly appreciate their continued partnership. We stick together through thick and thin, and strive to give the stores the best possible support.”

Also internally, the agency is committed to being a stable and dependable partner.

“Maria Olsson has been with the agency for ten years, while Louise Lundström has been with us for eight. We don’t see ourselves as just sellers, but also as partners to our customers. It’s good for a buyer to meet someone who understands them and their store’s needs,” he says.

In the latest news from the brand and agency, Five Units is launching blazers that match all the trousers in the NOOS programme.

“As a trouser specialist, it might seem somewhat contradictory,” says Strømman and laughs.

“But we’ve had significant interest and demand for suit jackets that can be paired with our suit trousers. We’re looking forward to introducing these in September,” he concludes.