Chapter 7: 1961 - 1980
Generational shift closing in on Nordisk Solar
The founder of Nordisk Solar, Jacob Jørgensen, who turned 70 years old at the beginning of the year, is appointing several directors and lines up the next generation.
The entrepreneurial managing director, Jacob Jørgensen, is known and respected by the Danish business community for being a merchant, manufacturer, shipping company owner, developer and property owner.
In a timely matter, Jacob Jørgensen positions his son, Harald Jørgensen, who runs Solar’s Copenhagen branches, by his side in the executive management. Furthermore, he is flanked by his son in law, Jørgen Borum, who is Chief Financial Officer, as well as C P Ørssleff, who is the commercial director of the company.
We still have the same Captain at the helm, but now he is supported by skilled chief officers on the bridge. The course is set, the wind has hit the sails and the next generation is prepared to step in.
Solar headquarters at Haderslevvej in Kolding
Proximity and presence
Jacob Jørgensen soon sets off the overall goal and direction of Solar and its future development. The slogan for the new members of the executive management is clear and unambiguous: Solar should fasten and expand its position as being: - Denmark’s leading electrical wholesaler - Nationwide with a net of branch offices close to the customer - Manufacturer of lighting and electricity materials
In all regards, Solar should be close to the customers. In part this meant having a nationwide range of branch offices, but is also meant having a cooperative intimacy and the ability to listen to the customer and understand their daily business, their needs and opportunities.
With proximity and presence, Solar should keep its finger on the pulse of the market and thereby be able to adjust quickly and be the first to transform the changing needs of the market into a sound business and increased customer value.
Market growth and expansion of branch offices
Already by the end of the 1950s, the economic recovery starts in Denmark. We experience an economic boom. The average growth rate is situated at approx. 5% and the consequent wealth quickly gets a hold on us in the beginning of the 1960s. This is where we see the biggest boom in construction of single family homes in Danish history.
In 1958, approx. 20,000 new homes were built, but that number quickly increased to 50,000 units only a few years later. The gigantic boom entails increased wealth and a considerable raise in consumption.
The growth manifests immediately as record like top and bottom line numbers in Solar’s annual reports. Solar doesn’t only provide the many new homes with electricity materials. The company also ensures the industry a considerable sale when it comes to domestic appliances and smaller appliances via I/S El-Salg, which is headed by C P Ørssleff. (Today, El-Salg has more than 160 shops and is one of Denmark’s biggest chain stores within domestic appliances, smaller electric appliances and lighting).
In the years 1962 to 1966, Solar reaches the goal of a nationwide range of branch offices as offices are set up in Sønderborg, Silkeborg and Frederikshavn. Some of the existing offices move to bigger and more modern buildings. The rest are rebuilt and modernised with open display rooms with lighting.
Jacob Jørgensen dies at age 75 in 1967. Director Jørgen Borum takes over Jacob Jørgensen’s position in Solar’s board of directors.
An industry technical department makes Solar less vulnerable to the turns and twists of the construction sector
Director C. P. Ørssleff quickly decides to look towards the more technical sales. In 1975, he encourages a long term, employee named Poul Erik Nielsen, establish an industry department in Kolding. The first assignment for this department is to put together an industry technical assortment. C.P. Ørssleff has kept his eye on how the industry has rationalised, optimised and now also started to automate processes during the past years. He is convinced that industrial automation will develop into a flourishing market, as it is the answer to the high salary demands and lack of workers at the time.
In 1976, C. P. Ørssleff and Poul Erik Nielsen hire Sales Engineers in several of Solar’s branch offices. Their primary assignment is to boost the sales to industrial companies and institutions.
Establishing the industry department and hiring the sales engineers turn out to be of great importance. It becomes the off set for Solar to change its profile and become a leading technical wholesaler, over a few years.
Only two years later, Solar participates in Scandinavian’s biggest industry technical fair, called ”HI-77”, in Herning, Denmark. With them, they have a significant assortment within industry automation.
The same year, Solar acquires 50% of the share capital of the electronics company Silcon in Kolding. Over the past years, the company has developed and produced a range of advanced electronic products. The acquisition is made with the thought of creating a production and sales wise cooperation with Audiola and Solar’s wholesaler business.
Farewell to a great man
In 1980, Solar’s respected Director Claes P. Ørssleff dies after spending 35 years in Solar. As the one in charge of the commercial department (Procurement and Sales), in many ways, he had been the lead engine and the driving force, that lead Solar to the position, which it took now. In his obituary, it said:
“Claes Ørssleff will be remembered as one of the biggest personalities in the electrical industry. His knowledge of products and all the conditions that characterized the industry was legendary and he was highly appreciated by both suppliers and customers. The industry has lead a tremendous loss with the passing of Claes P. Ørssleff”.
As a consequence of C. P. Ørssleff’s death, the grandson of Jacob Jørgensen, Thorkild Thage-Jørgensen, is named Deputy Director and enters the executive management on August 1st. The authorized signatories Bent Jensen and Carsten H. Ørssleff are named Sales Directors while Kurt Thisted is made Financial Director.
Harald P. Jørgensen - CV
Personal data
Name Harald Preben Jørgensen Date of birth January 6 1918 Place of birth Vamdrup Civil status Married to Annelise Thage Children Thorkild Thage-Jørgensen, Vibeke Thage-Jørgensen, Agnete Thage-Jørgensen AddressPlantagevej 68, Birkerød
Education and professional experience
1936 Mathematical student and later graduated cand oecon at Aarhus University 1941 Volunteer worker at Laur. Knudsen A/S 1942 Enters A/S Nordisk Solar Compagni 1945 Sole authority to sign for the company and Manager of the branch in Rosenborggade in Copenhagen 1950 Is named deputy director in A/S Nordisk Solar Compagni 1953 Is named Director and member of the board of directors 1960 Director in A/S Nordisk Solar Compagni responsible for procurement and sales 1961 Member of the executive management in Nordisk Solar Compagni
Memberships on the board of directors, positions of trust etc.
1954 Member of the board in A/S Nordisk Solar Compagni 1967 Chairman of the board in A/S Audiola 1968 Chairman of the board in A/S Jacob Jørgensen Holding and Co, Kolding 1972 Chairman of the board in A/S Nordisk Solar Compagni, Kolding. Chairman of FAFGE's wholesaler division. Representing Elbranchens Fællesråd (the electrical industry’s common council). Chairman of FABA – The Union of Manufacturers and Importers of Lighting. Member of Denmark’s Electricity Materials Control – DEMKO 1978 Chairman of Solarfonden of 1978
Personal interests and qualifications
Interests Family, art, form & design, jazz music Languages Masters Danish, German and English is speech and writing Profile Industry merchant with knowledge of national economy and a passion for lighting.
Jørgen Borum - CV
Personal data
Name Jørgen Borum Date of birth April 30 1917 Place of birth Middelfart Civil status Married to Edith Jørgensen Children Karin Borum, Niels Borum, Jens Borum Address Heimdalsvej 15, Kolding
Education and professional experience
1941 Graduated banker at Kolding Folkebank 1942 Westholsteinischer Bank, Husum 1943 Auditor at Central Institution of Accountancy, Cph. 1947 Diploma in business administration and accountancy, Business School of Copenhagen 1947 Managing the audit in SAS, Copenhagen 1950 Graduated State Authorised Accountant 1950 Warehouse employee at Nordisk Solar Compagni in Copenhagen 1951 Manager of the accounts department in A/S Nordisk Solar Compagni, Kolding 1952 Authorised to sign for the company at A/S Nordisk Solar Compagni 1955 Deputy Director at A/S Nordisk Solar Compagni 1960 Director at A/S Nordisk Solar Compagni 1961 Member of the executive management at Nordisk Solar Compagni 1966 Director at A/S Audiola
Memberships on the board of directors, positions of trust etc.
1958 Chairman of Kolding Trade Association 1960 Member of the board of FAFGE`s Creditor division 1962 Member of the board of A/S Audiola 1964 Chairman of Kolding Commercial School 1965 Chairman of The Jutlandic Central Trade Association 1965 Vice Chairman of The Province Chamber of Commerce 1965 Member of the chairmanship of The Industrial Tax Committee 1966 Member of The Danish Trade Association’s Common Representation 1967 Member of the board of TRI-Data A/S 1968 Member of the board of A/S Nordisk Solar Compagni 1968 Finish Consul and receiver of the Lejon Order 1976 Member of the board of Silcon Elektronik A/S. Kolding 1977 Chairman of the Fund of 20th December
Personal interests and qualifications
Interests Family, Solar and a bit of golf Languages Masters Danish, German and English in speech and writing Profile Extremely competent finance expert and strategist. Self sacrificing and responsible Solarian. Loyal and humble of what has been created and given to him.
C. P. Ørssleff - CV
Personal data
Name Claes Preben Ørssleff Date of birth January 1 1913 Place of birth Store Andst Civil status Married to Margit Ørssleff Children Carsten Ørssleff Adress Haderslevvej 25, Kolding
Education and professional experience
1925 Lower secondary school leaving exam and subsequent education within the shipping industry 1935 AEG Dansk Elektr. A/S, København 1938 Chr Augustinus Factories, København 1943 HD in business organisation, Business School 1945 Office Manager at A/S Nordisk Solar Compagni, Kolding 1950 Authorised signatory 1960 Managing director in A/S Nordisk Solar Compagni, responsible for procurement and sales 1961 Member of the executive board in Nordisk Solar Compagni 1980 Dies after a short period of illness
Memberships on the board of directors, positions of trust etc.
1949 Member of the board in Kolding Advertising Association 1952 Member of the board in Kolding Tourist Association 1956 Chairman of the board in Kolding Sales and Advertising Association 1958 President of Lions Club 1959 FAFGE´s Wholesaler section, Suppliers Committee 1962 Member of the board in A/S Audiola 1962 Chairman of the board in I/S El Salg
Personal interests and qualifications
Interests His family, Photography, Rowing, Theater and culture Language Masters Danish, German and English in writing and speech Leadership Energetic, competent and a passionate merchant. Is known to be a charismatic thoroughbred Solarian who made things happen with his organisational skills, sleek negotiation techniques and energetic effort, during his 35 years in the company.