We are pej gruppen a Scandinavian trend institute
Who are we?And how can we help you?
In a world of constant change, it is crucial that your business stays ahead of the curve. At pej gruppen , we pej gruppen knowledge and inspiration to companies in all industries that need to rethink, transform, and adapt to changing consumer needs and behaviors.
Whether your business focuses on food, fashion, design, interiors, retail, or communications, we help you understand and meet your customers' needs. We combine deep insight into trends and data with actionable recommendations.
We share our knowledge through a variety of channels, including our industry media, lectures, conferences, consulting work, book publications, and much more. But our work doesn't stop at identifying trends. We also help you understand how to apply this knowledge in your own business.
How can we help you?
We organize knowledge-intensive and inspiring conferences and seminars in Herning, Aarhus, Copenhagen, and Oslo, as well as online. A unique opportunity to be better equipped for the future.
We offer practical and concrete advice as lecturers, sparring partners, board members, and consultants.
We create valuable advertorials that tell your story – from idea to finished concept.
A knowledge-based membership that makes it possible to translate major trends into concrete frameworks for strategy work, concept development, product development, service development, campaigns, and sales initiatives.
We are behind the industry universeTØJ Fashion & Business Trends, the industry universe 365DESIGN and the magazine TID & tendenser.
In our webshop, trendstore.dk, you can purchase color systems, periodicals, industry magazines, trend books, and register for our conferences and seminars.
Bitsov Farm
pej gruppen located in inspiring surroundings at the renovated Bitsovgård between Ikast and Herning. Our large inspiration store, featuring the latest trend materials from around the world, is open every day, and visitors can view the changing exhibitions in our gallery. We also have facilities for hosting seminars and conferences with a full focus on knowledge, experiences, and good food.
The Strategy House
The setting for business meetings, seminars, and conferences is crucial for participants and organizers to get the most out of their precious time—and if the setting is unique and inspiring, both organizers and participants will achieve much more. Book the Pej Group's Strategy House today.
Meeting rooms
pej gruppen also pej gruppen a number of other rooms available for rent. These rooms are an ideal option if you need to hold sales and customer meetings, courses, workshops strategy days in inspiring surroundings. Read more and book your room today.
Since its founding in 1975, pej gruppen has pej gruppen a key player in communicating trends and consumer insights to the lifestyle industry. With 50 years of experience, it has built up a strong position as a knowledge provider and advisor to companies seeking to strengthen their strategy, product development, and marketing.
The company was established by Poul Erik Jakobsen, who, with his background as a teacher and journalist, created a communicative and humanistic profile that remains a core value. In 2011, Louise Byg Kongsholm took over ownership and has since been at the helm as CEO. With experience in strategy, management, and commercial processes, the company's work has continued with a focus on both continuity and development.
Knowledge and tools for dynamic industries
A wide range of products and services trends and consumer behavior cover areas such as fashion, interior design, food, and the plant industry. Trend books such as pej trend have been an integral part of the fashion and interior design industry for decades and continue to be a significant part of the company's offerings.
In addition to trend products, three trade media outlets are operated— TØJ Fashion & Business Trends, 365DESIGN TID & tendenser which provide up-to-date and in-depth insights to decision-makers. Annual conferences, seminars, and over 150 lectures supplement written communication with direct knowledge sharing and networking opportunities.
A team with roots and vision
From their unique premises in Herning, a dedicated team of employees and external experts work to develop and communicate trends, the spirit of the times, and consumer insights. The former agricultural property that houses pej gruppen has become the hub of a modern business that combines strong roots with an international perspective.
With five decades of experience and a continuous focus on development and trends, pej gruppen remains pej gruppen trusted partner for players in the lifestyle industry. The approach is based on data, analysis, and insight that creates value for partners and customers in a complex and competitive world.
Retail Mega Mag
Retail Mega Mag . 3 from April 2024 – a unique bookazine with new insights
Trendsociologi v. 3.0
Theoretical, methodological, and practical work with zeitgeist analysis and trends—and a textbook for the diploma course "Trends in Practice."
Retail Mega Mag
Focus on consumer behavior, retail, e-commerce, and omnichannel
Fra vugge til krukke
A book about the 17 livsfaser that influence our consumer behaviour both in terms of time and money)
Total Retail
Insight into the new retail landscape and changing consumer behavior
Trend Sociology v. 2.0
The book Trend Sociology translated into English
Trend Sociology v. 2.0
Sold out
Cross Channel
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Retail
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News
Diversity isn't just a trend. It's a business strategy.
Who do we see when we look at Danish fashion, Media advertising? And who don’t we see?
The Economy of Meaning: Consumers no longer just buy products
Something has happened. Something that cannot be explained by economic models alone, and that is not merely a passing trend. The consumer is…
Retail sales are booming
Opinion piece by John Wagner, professional board member, political commentator, and former CEO of De Samvirkende…
Hype vs. Reality: AI Isn't Quite Keeping Up
In recent years, generative AI has gone through a classic hype cycle. Expectations skyrocketed, and many believed that…
Consumers lie—but that's your problem
Consumers say one thing but do another. They want to shop sustainably, pay for quality, and be loyal. But at the checkout, they often choose…
New AI players have entered the market
In May, the consulting firm Klean will open an office here at Bitsovgård—and there’s a reason for that. New CBS reports show that 84 percent of Danes…
Creativity as a discipline — the wild idea is just the beginning
Long-term strategy can no longer be based on predictions and fixed plans. Future top management must therefore learn to work with uncertainty,…
From AI-driven chaos to human-centered design
In just a few years, AI has become an integral part of the workplace. Not as some distant technology, but as a practical tool used in everything from…
A First Look at the AW 27/28 Season
The Pej Group’s trend department unveils the AW 27/28 season and its four key figures, around whom the season’s trend narratives are centered…
