Sending more than 150,000 parcels with wine a year

Supervin's journey began in the early 2000s, when

founder Mads Jensen was running a supermarket

and noticed how quickly online shopping was

growing. He put the store's wine selection online

as a test, an idea his colleague jokingly labeled

"one of Mads' crazy ideas." But orders kept

coming, proving the concept.

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In 2012, Mads sold the supermarket and launched

Supervin. A wine enthusiast who once made wine

at a French chateau, he pushed ahead despite

repeated warnings that the venture wouldn't

survive.

As Supervin expanded from 1,500 to 8,500 square

meters, Homerunner became a key logistics

partner. "Everything is digital, and we pack orders

like a major wholesaler. This year alone, we'll

handle around 150,000 orders."

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According to Mads, four factors have been

essential to becoming one of Denmark's leading

online wine retailers: competitive prices, trust,

credibility, and secure delivery.