The thing about Henrik Leth Møller is his commitment to Bering. He turned down a job at a major Danish jewellery brand for it, at a time when it was an unknown product with zero traction.
He was tasked with bringing it to the UK and to somehow muscle in on a saturated market. Against the odds, he has smashed it.
“Less than 24 months ago I arrived with a brand in the bag that had yet to sell its first watch in the UK,” he says. “Today, we have more than 300 accounts and a team of six top, motivated sales people.”
Impressive stuff, and Henrik’s commitment has been the key. Every Monday morning he rises at 3am in the Danish countryside and drives to the airport to fly to the UK and begin his working week again. He factors hard work, persistence, luck and the skill to recruit the right sales force as the reasons for Bering’s blossoming. “But to be completely honest I think the Bering brand was created to succeed – the total package that the founders created is described by many retailers as a winning formula. And the fact we have got so many branded cabinets out there has really made Bering stand out.”
For Henrik there is at least one other reason for his success. “I have always been very good at setting high targets and goals for myself and naively believing they are achievable and working towards them. It is almost like the bumble bee – no-one has told it that it cannot fly, so it flies.” He is certainly flying.
Former Bering UK director Henrik Leth Moller was a CMJ Brand Champion in the WatchPro Hot 100 2013 in association with The Company of Master Jewellers. To read a digital version of the book in full online, click here.
