It’s almost a year since Digmi launched in Sweden, and things have moved fast, to say the least. Digmi quietly entered the Norwegian market back in the spring, and after the summer Hår1 kjeden AS, Norway’s largest specialist chain for hairdressers, became a Digmi partner. Now the company is also hiring Morten Flyen as head of sales for Norway.
Digmi, the tech company from Jönköping, has only been active for a year but already has more than 100 hair salons connected at the time of writing. Its product, a tailor-made tablet, is designed to make hair salons more digital and sustainable. Since the spring, selected salons in Norway – both chains and smaller salons – have been trying out Digmi, and over the summer the Hår1 chain became interested and wanted to test the product.
– Being taken on as a supplier by Hår1 is of course a major milestone for us. Besides being a big meeting point for hair salons, it confirmed that we’re doing something right. Now we’re really looking forward to meeting and talking to all 500 of their member salons, says Joel Lagerkvist, CEO of Digmi.
With the new partnership, Digmi decided to make a serious push in Norway – and that’s where Morten Flyen comes in. Morten worked at L’Oréal for more than 32 years, holding many different roles and working with several brands – most recently he was responsible for all direct sales to distributors in the Nordics. Morten retired at the beginning of 2020, but he has been longing to get back into the industry ever since.
– L’Oréal was a fantastic place to work, and I got to know many hairdressers all over Norway. So it’s a wonderful opportunity for me to get in touch and work with the same people again, just in a new role. That was the hardest thing to let go of when I retired – the contact and collaboration with people all over the country. So I’m really looking forward to working with Digmi, says Morten Flyen, head of sales at Digmi Norway AS.
Since December 2021, Digmi has also been a sustainability partner to L’Oréal, which means the two are working together to help salons in the Nordics become more sustainable. The initiative aims to get hairdressers on board with the sustainable transition and includes a range of companies doing everything from sustainable waste management to responsible water use. Digmi’s role is to replace physical magazines with a digital subscription, which both reduces climate impact and improves the customer experience. The partnership means that all of L’Oréal’s sales reps are ambassadors for Digmi, giving it access to thousands of new customers.
Morten will be Digmi’s public face in Norway and build a bridge between Digmi and the hair salons. He will focus on finding new suppliers, bringing in larger customers and being their point of contact. According to Joel Lagerkvist, Morten was the obvious choice.
– Morten is a highly credible and respected figure in the industry. He is calm, a great communicator and reassuring. We think he has a wonderful attitude to life, and many people in the industry trust Morten and like him, says Joel Lagerkvist.
