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Rejected in the Lion's den: Now rejoice she

Back in February, the tv viewers to see Julie Bloch Lauridsen, present NipNap, when she appeared in DR1 program 'Lion's den'.

All five of the lions loved the name, but Julie Bloch Lauridsen, may nevertheless leave the cave without an investment to the product, which she has invented, so you don't get greasy fingers when you eat chips.

the Interest among the viewers, however, was great, and immediately upon leaving told the happy entrepreneur to Ekstra Bladet, that the sale was stuck completely.

- It has been quite the game. Everything is just exploding and I have gotten so much positive response. We got the sold out lightning fast. The morning after was actually sold out, she said at that time to the Extra Magazine and told him that she had sold 1000 times as much as on a normal day.

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the Dream of an investor she had not dropped - and now she has been given something to rejoice about on this front. She is no longer the only person behind the NipNap.

Henrik Busch, who among other things has a past as a managing director in the Magazine and Royal Scandinavia and as commercial director of Copenhagen Airports have bought into the company.

Julie Bloch Lauridsen and Henrik Busch is looking forward to work together NipNap. Photo: Private

It informs NipNap in a press release, and facing the Extra Leaf am Julie Bloch Lauridsen, care of co-operation.

I just think that it is mega cool that it has come in the house, and that we can finally tell you about it. Henrik contacted me just after the 'Lion's den', where we drank coffee and got to know each other and so, if we had the same ideas and thoughts about NipNap, " she says, and continues:

- I have not tried it here to get an investor before, so I just had to make me feel safe. It is indeed a kind of marriage contract, to make. You have to get it to work. It turned out that we had really good chemistry and the same sense of humour, which also makes it fun to work together. So it's just mega awesome.

Also Henrik Busch is looking forward to the cooperation.

'From the moment she stepped into the scene in the 'Lion's den', I could see that Julie is a straightforward, energetic and ambitious entrepreneur. And so is chips-the cutlery NipNap a product that is easy to understand. The meeting was to see if the chemistry was also there – and it was,' says Henrik Busch, which today holds a number of directorships in the press release.

See also: Downturn after the 'Lion's den'-success: - A emotional mavepuster


About 20 potential investors contacted Julie Bloch Lauridsen, after the 'Lion's den', and about half of them were real possibilities. In the end the choice fell, however, on Henrik Busch.

In the 'Lion's den' asked Julie Bloch Lauridsen, on an investment of 20,000 dollars for 20 percent of the company - equivalent to a valuation of 100,000 dollars.

- There were many who contacted me afterwards. They thought perhaps - in relation to the valuation I had in the 'Lion's den' - that it could be an easy way to get into the enterprise.

- But it is clear, that when you have been with in the 'Lion's den' and has received a lot of sales, so increases one's valuation also. So it is also not the valuation, Henrik has bought in to, she says.

Julie Bloch Lauridsen does not want to tell, how much Henrik Busch has paid for the 15 percent of NipNap, which he now owns, since, according to the contract shall remain between the parties.

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however, It is not only the money, that is the reason that she has thanks to the cooperation with the former Magazine director.

- He is a really netværksmand, which will open the doors to the supermarkets and isenkræmmerne, says Julie Bloch Lauridsen.


Although coronakrisen not should hit the store pretty hard, so has the cost for NipNap, who could not get their goods back to the warehouse and, therefore, had sold out.

People, however, could instead pre-order, and now they have yet again given goods in the warehouse. And Julie Bloch Lauridsen think that coronavirussen in the long term can provide NipNap a boost.

- There are many who have written that it is smart that they can still have guests - either inside or out - and so put the snacks on the table, as people can still eat without sharing germs, says the entrepreneur, who hopes to have NipNap on the shelves in Danish shops in the course of 2020.

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