When two Danish brands with the same ambitions come together

We met with Camilla Schram, founder and CEO of Humdakin, to talk about the partnership with Comwell and the many shared values.

For Camilla Schram, founder and CEO of Humdakin, the journey began many years ago in her own cleaning company, where she spent years working for everyone from families with children to seniors and those enjoying life. But what made the difference wasn’t the cleaning itself. It was the experience.

“We didn’t just clean. We made the beds, arranged the pillows, placed a fragrant soap out, and folded the toilet paper, just like you see in hotels. It was about creating a feeling—not just a result.”

That mindset is at the core of Humdakin today. And that is precisely why the partnership with Comwell Hotels makes sense.

For Camilla Schram, the partnership didn’t happen by chance. Quite the opposite.

“I’ve wanted this partnership for many years. I’ve pursued it relentlessly because Comwell has a reputation in the industry for going the extra mile and standing by what they say, especially when it comes to responsibility.”

Under the agreement, Humdakin is the new supplier of guest amenities in the rooms and spa areas at Comwell hotels nationwide. The products are also available for purchase in Comwell’s shops at the hotels, so the experience doesn’t end at check-out but can accompany the guest home.

A Shared Understanding of Quality

What binds this collaboration together is not just the product. It is a shared approach to quality, responsibility, and experience.

“Comwell and Humdakin are two top-tier brands that don’t need to shout to be noticed. There is an understated luxury in both worlds that complements each other perfectly.”

For the guest, this means an experience where every detail is carefully considered. Not just functional products, but something that elevates the overall impression and reinforces the sense of quality throughout the entire stay.

“When you stay at a hotel, you have high expectations. And when you choose Humdakin, you also have high expectations. Our job is to meet them—and hopefully surprise you a little.”

Danish DNA in the Details

Both Comwell and Humdakin clearly draw on their Danish roots. This applies to their values, ingredients, and design.

“We work with ingredients found in the Nordic region, such as sea buckthorn. It’s important to us that there’s a sense of familiarity and that we don’t confuse the consumer.”

The products are developed in Denmark, and even the coordinates from Trige are printed on the packaging. In terms of design, the ambition is clear: to create something that lasts.

“I’m inspired by Hans J. Wegner. The idea of creating something timeless that can stand the test of time without losing its relevance.”

Relationships as a Foundation

For Camilla Schram, the partnership also reflects something more fundamental: strong relationships and shared ambitions.

“Relationships are the most important thing when building a business and entering new markets. This collaboration makes sense because we share the same values.”

With shared ambitions for growth—including internationally—the perspective extends beyond the individual collaboration.

“It could be really powerful to be on that journey together.”