Glerups is a family-owned company that sells its products worldwide. Respect for animals, people and nature has been part of the company’s DNA from the very beginning. It is therefore essential that customers have a positive experience and feel safe when purchasing its products.
However, as an increasing share of sales has moved online, fraudulent websites have become a growing problem for Glerups. Customers contacted customer service after making purchases from websites they believed belonged to Glerups, only to find that their orders never arrived.
“We want both new and existing customers to be able to buy Glerups easily and to feel safe when shopping online. As our brand grows, it also attracts more attention from fraudsters. This is where Patrade helps us protect our customers,” says Christina Flindt Bjerg Albæk, Head of Marketing, Communications & Commercial Activities at Glerups.
From monitoring to concrete action
Glerups uses Patrade’s Online Brand Protection service to identify and combat fraudulent websites worldwide. For the company, it was crucial to choose a partner that did not stop at identifying the problem but also took action.
“We had previously spoken to other providers who could show us where the problems were. What sets Patrade’s solution apart is that they can actually do something about them. They do not simply monitor the situation. They take action and have the fraudulent websites removed,” says Christina Flindt Bjerg Albæk.
The initiative has a global reach, and Glerups’ distributors also contribute by reporting suspicious websites. However, the vast majority are identified through Patrade’s ongoing monitoring before Glerups becomes aware of them.
“We are surprised when we see the reports because there are so many fraudulent websites. Patrade identifies and deals with a large proportion of them before we even become aware of them. That gives us peace of mind,” she says.
Fewer enquiries to customer service
The impact was also noticeable during the colder months, when demand for Glerups increases. During this period, the company saw a reduction in the number of enquiries from customers who had fallen victim to fraud. Shortly before the interview in the summer of 2026, Christina checked with the customer service team, which had not received any reports of fraud for some time. Before the partnership with Patrade began, customer service received enquiries very frequently.
“Our customers are our top priority. It is incredibly frustrating to pay for a product that never arrives. We want to protect our customers from that experience, and Patrade’s work makes a noticeable difference,” she says.
Online Brand Protection has therefore also become part of Glerups’ communications. On its website, the company explains that it actively works to protect customers from fraud.
“It sends a clear signal that we take responsibility and are actively doing something to protect our customers. When someone buys a pair of Glerups, they should feel safe knowing that what they receive is a genuine pair of Glerups slippers.”
A partner that understands the realities of our business
For Glerups, a successful partnership is not only about professional expertise. It is also about understanding the company’s brand, its day-to-day operations and its specific challenges, so that solutions remain straightforward and effective.
“Patrade quickly gets to the heart of the issue, finds a solution and takes care of it. There are no lengthy meetings, and no time is wasted. They understand our challenges, take ownership and act. This makes the partnership both straightforward and efficient,” says Christina Flindt Bjerg Albæk.
She has no doubt about the value of the partnership:
“Patrade’s proactive approach and professionalism are invaluable to us. This allows us to focus on what we do best: producing and selling slippers and giving our customers a positive experience.
