Global partner training ensures a shared designer brand experience

Founded in Copenhagen 150 years ago, Fritz Hansen are an internationally recognized interior design brand.


Fritz Hansen wanted to extend their internal learning capability to provide world-class product, sales, and customer service training.


An eloomi LMS customer-branded online academy with over 1000 users, allowing for module creation, training delivery, and insights.


Scaled the Fritz Hansen Academy to train partners globally, with impressive results in resellers quickly adopting product knowledge.

Crafting the perfect customer experience

Meeting the customer is the moment of truth for any business. When a customer enters your shop, it is the time and place where everything your business stands for must materialize and form a successful brand experience.

For the exclusive, international design brand Fritz Hansen, it’s essential that their international sales partners are equipped to deliver the genuine Fritz Hansen experience.

Whether they sell Fritz Hansen’s design furniture, lighting, and accessories in London, Stockholm or San Francisco, Fritz Hansen wants each of their resellers to have excellent skills and knowledge about the products, designers and culture. They want the reseller to feel that they are part of the Fritz Hansen brand.

World-class partner learning academy

Fritz Hansen’s timeless collection includes furniture from world-renowned Danish and international architects and designers. It’s critical for Fritz Hansen that the customer facing people in their global partner sales channel know the details about the quality products, the company’s history dating back to 1872, and the background of the classic and contemporary luxury furniture. This empowers them with the expertise to convey the Fritz Hansen brand to the customer with true passion for the unique design and craftsmanship.

The Fritz Hansen Academy is fundamental to achieving a common high level of education of both partners and internal employees, which is required in high-end furniture sales. Global HR Manager in Fritz Hansen, Anders Ladegaard explains:

Our academy plays a pivotal role as our knowledge and training hub. It equips our reseller partners like our own people with world-class product knowledge, brand identification and customer service skills to deliver the unique brand experience.

Anders Ladegaard, Global HR Manager

The Fritz Hansen Academy was established in 2020 and is continuously being developed. Fritz Hansen’s product experts and HR collaborate when they build and deliver the learning modules in the academy. The visual identity and clear sense of quality and craftsmanship are evident in Fritz Hansen’s carefully designed interactive online learning modules.

Designing bespoke training content

Digital HR Specialist, Rikke Madsen is managing the Fritz Hansen Academy, which is based on the eloomi LMS. She is among others responsible for creating and delivering more than 100 learning content titles including product guides, introductions to the designers, and much more. The academy’s training delivery capability is important to Fritz Hansen when they educate their partners.

Aesthetics, style and a high level of detail are elements that Fritz Hansen use to create and deliver learning content with impact. Rikke Madsen explains: “The images, videos and other visual elements of the learning content are important because the visual aspect plays such a significant role in our design furniture and brand identity.”

The learning modules in the Fritz Hansen Academy are interactive SCORM modules. Each module can contain a knowledge validation test, and modules can be assigned or taken several times as voluntary training, which helps the learner adopt the learning.

The data provided in eloomi makes it easy to see which training modules have been completed and by whom of their 1000 users. The insight reports guide the Sales Managers and make it easy for them to follow up with the resellers.

Scaling partner training to a global scope

New hires in Fritz Hansen take all product training modules as a mandatory part of their onboarding. That is how important brand dedication and knowledge about their products are for Fritz Hansen. The training has a significant impact, Rikke Madsen notes: “Actually, I’m impressed by how much they know in such short time and how well they are able to explain about our products.”

Initially, Fritz Hansen used the Fritz Hansen Academy to train only their internal employees. However, the eloomi based academy has enabled Fritz Hansen to extend their education process to business partners and to scale this part of their business.

Out of over 1000 users in total, currently more than 300 individuals among Fritz Hansen’s resellers in the United States, United Kingdom, and Scandinavia are using the Fritz Hansen Academy for product, customer service and sales training.

Leveraging the learning platform’s multiple languages, Fritz Hansen is continually onboarding more countries. Step by step the Fritz Hansen Academy is entering each regional market in coordination with Fritz Hansen’s global Sales Managers to expand the Fritz Hansen brand experience to resellers worldwide.

Key takeaways

  • Fritz Hansen needed new training to ensure their representatives have excellent product knowledge in line with their designer brand
  • With eloomi, they created more than 100 learning courses to give thorough product, designer, and culture training.
  • With the freedom to redesign the eloomi platform, Fritz Hansen were able to match it to their key aesthetics and brand identity.
  • Using interactive SCORM modules, courses contained voluntary tests to help track learning success for over 1000 users.
  • Fritz Hansen quickly extended their digital academy to train business partners on an international scale.




Manufacturing & Retail