We were lucky to catch up with Tiki Frederiksen recently and have shared our conversation below.

Tiki, looking forward to hearing all of your stories today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

Anyone who knows me knows I have a lot of ideas, and I mean a lot. When I had my son six years ago, I experienced first-hand the need for interior-related products like play mats that were high-quality and safe for children, with patterns and palettes that spoke to ‘stylish’ parents. I felt like there was nothing on the market like that back then. And I thought maybe I could be the person to do this by bridging my Danish roots and schooling in Scandinavian design with my experience of motherhood in the U.S.
I realized early on this was one of my better ideas. Copenhagen Kid was born and started with a simple vision: to create a product that brought the timeless, practical beauty of Danish design into the US kids’ space. Yet the journey from concept to execution was anything but straightforward.
At first, I spent way too much time perfecting the details – the website, the designs, testing suppliers – and going back and forth on which pattern to launch with. There was a design that I loved and a “safer” option that felt, well, safe. Ultimately, manufacturing realities dictated that I launched with the latter. I was really disappointed at the time because it wasn’t my favorite play mat pattern in the range. This was my first important challenge as a business owner: it tested my sensibilities to accept the things that were out of my control and – as cliche as it sounds – embrace the fact that some things happen for a reason. The first production was delivered to my house. I didn’t have a warehouse, so my husband and I emptied out the garage to store 400 play mats. I’ll never forget the delivery day: a grumpy truck driver struggling to navigate our steep hill and my husband standing there with a mix of amusement and “what are we going to do with all these mats” written all over his face.
So, the website was set up, the range of designs agreed on, the manufacturer under contract, and the first production run delivered. We threw a party and celebrated the launch of Copenhagen Kid with friends, but no one asked the obvious question, “Have you made any sales yet?” And the answer, of course, was no. I spent the next month testing out Facebook ads, which brought in exactly 3 sales in 30 days. It was humbling, to say the least, and I quickly realized that now the real work had to start. Over the next few months I started growing an organic customer base via instagram. I later on broadened my reach with Google Shopping ads and slowly started building a team. My humble beginning with just 3 customers has steadily grown to hundreds of monthly sales.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I created Copenhagen Kid to produce non-toxic, durable, and high-quality play mats that elevate a home’s interior through authentic Scandinavian design.
I am half-American and half Danish. My life has been split pretty equally between Denmark and the US, and in 2019 I made Los Angeles my permanent home. The two cultures are so different, but I honestly feel at home in both places. Denmark is an idyllic and beautiful country with a strong sense of community where a collective mindset is often valued over individual gain. Danish people deeply care about the world they live in. The U.S. can be the land of opportunity, where the sky is the limit. I love Denmark, but my dreams were sometimes a little bigger and a little different than what’s typical there.
The two places have shaped me in unique ways, and that duality influences everything I do – and it’s the biggest driving force behind Copenhagen Kid’s success.
I hail from the fashion industry, but I am not a clasically trained designer. Instead, I’m endlessly curious. Moving away from fashion, I wanted to apply my skills and love for Danish design to develop something more lasting than the latest trend – I wanted to combine the thoughtful functionality I grew up with in Denmark with the life I was building as a mom in the U.S. Enter Copenhagen Kid.
In Denmark, a piece of furniture isn’t just a piece of furniture. Yes, it’s visually appealing, but it’s also practical, thoughtful, and built to last. That’s the ethos I wanted to bring to the kid-related interior design space, starting with play mats.
It was also vital that the designs could grow with families. The mats aren’t just a safe space for kids to play; they’re designed to bring the whole family together — on the floor, which happens to be one of my favorite places to hang out. There’s something about being on the floor that feels grounding (pun intended). Sitting or lying down with your baby or toddler creates this unique connection that is so natural. It’s also a perfect place to slow down and remember your own childhood. That feeling – the coziness, the bonding, the togetherness – is what Danish hygge is all about.
I’m so proud of creating a brand that feels true to who I am. Copenhagen Kid isn’t only about selling products; it’s about creating spaces that foster connection, warmth, and a little bit of magic. It’s about slowing down, connecting with your kids, and surrounding yourself with things that are trusted, meaningful, and built to last. That’s what great design is all about – not just how it looks but how it makes you feel.

Can you share one of your favorite marketing or sales stories?

In the early stages after launch, there was a disconnect between the quality and Danish aesthetic my mats offered in real life versus how they looked online. After months of slow sales and lots of trial and error, I took a big risk and spent money I didn’t really have to solve this problem – I decided, “If I’m going to sell Scandinavian design, I should probably show it in its natural habitat.” So, I transported one of the mats to Denmark to photograph it in my cousin’s home. Her house is the perfect example of classic Danish interiors: flooded with natural light, untreated wood floors, and that effortless mix of simplicity and warmth. ”

I hired a respected photographer, which felt like a big investment for a business that was yet to “boom.” In Denmark, the photographer, my cousin, and I spent the day styling and shooting the mats in her space. I remember the nervous optimism I had, willing the photos to turn out as good as they looked in my head. Thankfully, they exceeded my expectations, and for the first time, I felt like my vision for Copenhagen Kid was truly coming to life.

When I returned to the U.S., those photos became the foundation of a complete rebrand. I rebuilt the website with a minimalist design that focused on clean lines and functionality. Those photos gave me the boost I needed to lean into my Danish design expertise, and I stopped second-guessing myself (for the most part).

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

When I launched Copenhagen Kid, I thought I had to present a polished, perfect brand right away. I spent months obsessing over every detail — the look of the website, the color of the logo, etc.— convinced that if I worked hard enough, I could anticipate everything and be prepared for anything.
The truth is, you can’t possibly have it all figured out, and until you relinquish some control and put your ideas out into the world, you’re just guessing.

Our bestselling Terrazzo play mat was there from the very beginning. But in the final stretch before launch, I started second-guessing everything. I convinced myself that to make an impact, I needed something more intricate, more eye-catching – something that would make ‘noise’ in the market. That’s what can happen when you sit with an idea too long without relying on real-world feedback—you create narratives about your brand and product that don’t actually reflect how the market works.

But the moment we launched, the truth became clear: Terrazzo was everything Copenhagen Kid stands for—simple, functional, and timeless. It blends effortlessly into any space, adapts to different styles, and embodies the understated beauty that is a keystone of Danish design. In the end, I didn’t need something louder or more complicated – Terrazzo was always enough. It set the foundation for our brand’s design philosophy and proved that sometimes, simplicity speaks the loudest.

Another thing I’ve learned is that the world outside your head doesn’t always match what you plan for on paper. My dad once told me, “The smartest people are the ones who know they don’t know everything.” That advice stuck with me and became a guiding principle for building a new business. Staying curious, adapting to feedback, and learning to let go of what doesn’t work is humbling but also incredibly rewarding and an invaluable part of the process. If you are going to create a successful company, adaptability (logistical, emotional, financial) is the lifeblood of any new business.

Copenhagen Kid isn’t exactly what I planned it to be when I started, and that’s okay. Every twist and turn has shaped it into something better. Letting go of my initial vision and being open to learning from my customers has been the most difficult yet most important part of the journey. It’s taught me to embrace progress over perfection and to trust that things will come together – sometimes in ways you never expected.

Contact Info:

• Website: https://copenhagenkid.com/
• Instagram: https://www.instagram.com/tikirolin/
• Linkedin: https://www.linkedin.com/in/tiki-frederiksen/