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WHAT IS THE STORY?

Adax – Courage, Talent, Endurance

We wanted to create better bags. In 1982 Eugen Silfen set up Adax what was later to become a successful international business with only a few savings as his start-up capital. He founded Adax in a basement in Copenhagen. In the beginning, he traveled around Denmark showing his collection to selected bag stores. He clearly had some challenges. Many store owners found the collection too expensive. The bags were made at a Polish factory cooperating with a few German brands. They had very high demands towards quality. Eugen did not wish and could not change his strategy. Step by step he build a close relation to the retailers building the Adax sales together with them.