More competitors have entered the wool shoe market, and the price of a pair of wool shoes has not just stood still for over 20 years. The price has fallen by a full 30%!
In my opinion, the new players in the market have not given us better products. Nor have more people received better wages and living conditions by producing and selling wool shoes, quite the contrary.
However, Danish consumers have received cheaper wool shoes, and at least I can be happy about that, because it means that more people now know why one wears wool shoes.
I believe that creative hard work and integrity pay off in the long run, and that is why I will stay and keep fighting. I will simply lower the price and match my new competitors, so consumers can now also get the best quality at the best price.
