How 2025 became the breakthrough year in DILLING's international growth

From family business to digital export engine.

DILLING is a family-owned wool and cotton company founded in 1916 and today led by the fourth generation. Although its roots are in Danish production, 85% of revenue today comes from exports.

In January 2025, DILLING began a collaboration with Obsidian on digital strategy sparring, planning, and paid social management. The ambition was not just to scale the ad budget, but to do so across a complex, multinational setup spanning the core Nordic markets to DACH, Benelux, and a number of less mature export markets, without losing coherence or efficiency along the way.

The collaboration that scaled advertising across 27 markets.

To support DILLING's international growth ambitions, the collaboration has rested on three elements:

We have acted as a strategic sparring partner for DILLING's digital planning, which has made it possible to prioritize investments across DILLING's highly diverse markets rather than treating them uniformly.

The advertising effort is structured regionally, with differentiated approaches to the Nordics, DACH, and Benelux as the primary growth engines, supplemented by a broader presence in the UK & Ireland, North America, and Southern and Eastern European markets, adapted to each market's maturity.

Awareness activity has been scaled up significantly throughout 2025 to build long-term brand presence alongside the performance-driven part of the media mix, which is a prerequisite for absorbing such a strong increase in media budget without a drop in efficiency.

A breakthrough year for DILLING's international scaling.

2025 became a turning point for DILLING. Meta spend increased by 296.5% year-over-year, equivalent to growth of more than 14 million DKK, and was distributed across 27 markets as the company continued its evolution from a Danish production company into an international, digital export business.

In the same period, DILLING was awarded three prizes at the E-commerce Award 2025, including the Gold Award, the overall top prize among all nominees. The jury highlighted the company's transformation into an international, digital export engine — a development the strategic collaboration with Obsidian on digital planning and paid social has been part of during this period.

Growth has continued into 2026: already by September, Meta spend has reached 18 million DKK, suggesting another year of significant scaling on top of 2025's breakthrough.