From Passion to Premium Experience with eRural Project Support: The Story of SAEW Danish Soapery

SAEW Danish Soapery (SDS) was founded in October 2018 and is registered as a sole proprietorship in Germany, owned and operated by Dag Søgaard. The company specializes in soap-based, handmade cosmetics, with a clear ambition to build a high-quality brand that combines natural ingredients with unique sensory experiences.
The company is dedicated to creating exceptional experiences for aroma enthusiasts and anyone seeking premium natural cosmetics. This vision is brought to life through a combination of a physical store and a workshop, which also serves as a café and an experiential space for both locals and tourists.

Founder Dag Søgaard is deeply passionate about developing and experimenting with his product range. At the same time, he acknowledges the limits of working independently. Through an invitation from Tønder Erhvervsråd, SDS joined the Interreg project eRural Resilience, gaining access to valuable sparring and expertise from SEAMK – Seinäjoki University of Applied Sciences in Finland.
“Normally, laboratory testing in Germany is very expensive, but the collaboration with Tønder Erhvervsråd has given me a fantastic opportunity to receive assistance,” says Dag Søgaard.

According to Business Director Peter Engel-Andreasen from Tønder Erhvervsråd, supporting SDS was an obvious choice, as the company represents exactly the kind of innovative business they aim to attract to the Tønder Municipality. ” It has been a ‘no-brainer’ for us to help Dag Søgaard develop his business,” says Peter Engel-Andreasen

Today, SDS operates two locations: a 200 m² production facility in Schleswig and a 24 m² retail shop in Husum. Looking ahead, the owner plans to eventually relocate the business back to Denmark, where the concept can be further developed and expanded.
In addition to its physical presence, SDS runs an online store offering free shipping across Germany with no minimum order. Plans are already underway to extend this service to Denmark in the near future.

The success of SAEW Danish Soapery (SDS) truly accelerated in the summer of 2021, when the company opened its first store in Husum, Germany. The shop, carefully designed with production, storage, and display areas, generated an annual revenue of €50,000 – based solely on the efforts of one person. Since then, it has earned 130 exclusively five-star reviews, reflecting both the outstanding product quality and the memorable customer experience.

Building on this success, SDS has expanded its production into a larger facility in Schleswig, offering visitors an even richer and more immersive experience. The next step is already in motion: opening a new store in Tønder, Denmark. This location will unite production, retail, and an enhanced customer journey in a larger, more central setting. It will also enable SDS to extend its popular free delivery service—currently available in Germany—to customers in Denmark, reinforcing the company’s commitment to excellent service across borders.

Read more: https://saew-soapery.com/

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