INTERVIEW #111 MORGAN MADISON

Based in: Helsingborg, Sweden

Founded in: 2019

Founded by: Annika Hansson

Stores: Webshop; morganmadison.se

Price range: from ca 200 SEK – 1000 SEK 

Instagram: @morganmadison.se

Hello Morgan Madison, we are so happy to have you here. Tell us about your story and why you started Morgan Madison? 

The inspiration for Morgan Madison's luxurious interior details and fragrances comes from the world's best boutique hotels. Our passion lies in making it easy to bring that wonderful hotel feeling to your own home so that you can enjoy it every day. We want you to long for coming home and treat yourself to a golden edge in life. ​You can’t stay at a hotel every night but you definitely can enjoy Morgan Madison every day.

 You are just like many other brands, on a journey to become even more sustainable, how are you working with sustainability today and what makes your product a great choice? 

Today I think one part of sustainability is to make sure the products are produced in a factory where the workers are safe, happy, and get fair pay. That the materials are eco-friendly produced with as few chemicals as possible, and without ruining our world! We do this and think this is something that is unquestionable. We take pride and work closely with our factories. The other part is to create products with high quality that you can use for many years ahead, with classic designs that you won't get tired of. This is also very important for a sustainable future. More quality! Less Waste! Our textile products are produced in Indonesia, Pakistan and Portugal. Our fragrances are in France and Sweden.

The name, Morgan Madison, we are curious about what it and how you came up with it?

The inspiration for Morgan Madison's luxurious interior details and fragrances comes from the world's best boutique hotels. So does the inspiration for our name. The Morgan’s is one of the world's first boutique hotels, located on Madison Avenue in New York.

How and where are the products produced, what materials do you use?

We use GOTS quality for most of our textile products. We visit our factories to ensure the quality and the condition of the workers. Pls see pictures from our factory in Portugal, the same factory as for Chanel and other high-end brands. We are very proud of having a long-term and great relationship with our factories. We also compensate for the shipments that we do by giving money for projects in countries that need it. The last donation was for a windmill park in India.

Your best-selling product?

Our scent blocks that we just launched are popular. We also sell a lot of gift sets and soap sets depending on the season. Our towels in different colours are also very popular.

Where do you find inspiration?

Through travels, in different hotels, old homes, amazing museums.

What have been and are the major challenges?

As a new brand, there is a challenge in building awareness and brand recognition. But we can see that the more people discover our products, the more there is a word-of-mouth effect. When on a growth journey, you always need to balance your priorities. There is so much we want to do with limited resources.

What has been and is the largest gain?

Financially we are now making a big effort to launch a new range of fragrances in both Sweden and the US, that we think will bring a lot of awareness and make us well known among consumers. It is also very satisfying to see all the small steps we are taking that get us closer to our goals. And that the brand we love is loved by others as well.

What do you think needs to change in the home decor industry to make it more sustainable?

I think we have only scratched the surface when it comes to changing our way of thinking in terms of needing new things all the time! We need to learn to pay a little extra and use and reuse and love our things. We need to find new ways of changing our homes, rearranging our furniture, and changing pillow covers to make it new without buying new things all the time. Instead, buy quality! Stop wear and tear! We used to be better at this in the old days when spring came you redecorated your house, when easter came when summer came. Using things you had already. You can look in interior magazines and find new ways to arrange your house with fewer purchases.

Best thing about Morgan Madison?

The passion for beauty, quality, craft, and sustainability. Actually, making a difference by bringing a golden edge into people’s lives.

What's up next, do you have anything fun to share with our readers?

We are now making a big effort to launch a new range of fragrances in both Sweden and the US this fall. We think it will bring a lot of awareness to the brand and make us well-known among consumers. The front figure of this launch is a very well-known person in both Sweden and the US, and we are so proud of the cooperation.