How My Most Successful Knife Nearly Broke My Business Media
Published: 1 month ago
The AROS has been my most successful shop-built design — and the knife that pushed my business closest to the breaking point.
In this video, I explain why I’m discontinuing it, what went wrong in the original pricing and planning, and what I’ve learned from the entire process.
This decision is not taken lightly. The AROS is a design I’m deeply proud of, and many collectors consider it a cornerstone piece. But continuing it in its current configuration would compromise everything I value: innovation, craftsmanship, and uncompromising design quality.
For existing owners, I will continue offering scales separately for a period, so you can customize the AROS you already own or expand your options for future use.
In this video I discuss:
– Why continuing the AROS was no longer sustainable
– What I learned from the pricing and production mistakes
– How this decision protects future designs
– What’s next for the AROS lineage
Thank you for following the journey and supporting my work.
Link to the AROS: https://anso-of-denmark.com/collections/aros
For more exclusive content:
Visit my website, where you can browse and buy all my cool products: https://anso-of-denmark.com
Follow me on Instagram @ https://www.instagram.com/anso_of_denmark/
Like my Facebook page @ https://www.facebook.com/Ansoofdenmark/
Sign up for my newsletter to get exclusive news, articles and updates right to your inbox: http://eepurl.com/cPUJXn
And be sure to check out my latest online knife show, Launch15 each month on the 15th: https://anso-of-denmark.com/collections/launch-15
In this video, I explain why I’m discontinuing it, what went wrong in the original pricing and planning, and what I’ve learned from the entire process.
This decision is not taken lightly. The AROS is a design I’m deeply proud of, and many collectors consider it a cornerstone piece. But continuing it in its current configuration would compromise everything I value: innovation, craftsmanship, and uncompromising design quality.
For existing owners, I will continue offering scales separately for a period, so you can customize the AROS you already own or expand your options for future use.
In this video I discuss:
– Why continuing the AROS was no longer sustainable
– What I learned from the pricing and production mistakes
– How this decision protects future designs
– What’s next for the AROS lineage
Thank you for following the journey and supporting my work.
Link to the AROS: https://anso-of-denmark.com/collections/aros
For more exclusive content:
Visit my website, where you can browse and buy all my cool products: https://anso-of-denmark.com
Follow me on Instagram @ https://www.instagram.com/anso_of_denmark/
Like my Facebook page @ https://www.facebook.com/Ansoofdenmark/
Sign up for my newsletter to get exclusive news, articles and updates right to your inbox: http://eepurl.com/cPUJXn
And be sure to check out my latest online knife show, Launch15 each month on the 15th: https://anso-of-denmark.com/collections/launch-15