Did you see our shirts in Løvens Hule? This is how we got an investment

Did you watch when A Working Theory was among the participants in Løvens Hule the other day and was able to take home an investment from Louise Herping Ellegaard? Because yes, it's good enough, on March 27, 2025 you could experience our shirts in Løvens Hule on DR1.

Being a part of the Lion's Den

“I was so nervous. When I stood in there, it felt like I was underwater - I could hardly recognize my own voice,” says A Working Theory founder Michelle Wadskjær about being among the Lion's Den 2025 participants.

“My pitch was probably very mechanical and rehearsed, but afterwards I started to relax more, and the conversation became more natural. The questions were of course a challenge - you try to answer as best as possible, but there are also situations where you just have to fake it till you make it.”

In the months leading up to, Michelle Wadskjær had prepared thoroughly. Among other things, she did a lot of research on the previous seasons before her participation in Løvens Hule 2025.

“I watched a lot of previous episodes and wrote down all the questions that companies similar to mine were asked. I created a 20-page document with my own answers so I had a handle on every aspect of my business - especially the financial details. You only have two minutes to pitch, so it was about squeezing in as much relevant information as possible while still being coherent and interesting.”

In total, Michelle Wadskjær was in front of the lions for a little more than half an hour.

“It’s actually a relatively short time compared to other participants in Løvens Hule. I think many of the lions quickly decided that my company was too small for their investment strategy,” she says.

One of the lions was already a customer

The fact that investor Louise Herping Ellegaard was among the lions would prove to be decisive.

“She was the lion I would most like to have with me if I ever got an investment.”

During the filming, it was clear that Louise Herping Ellegaard already knew the product. Still, she had to be convinced - and that required clarity, passion and honesty.

“I was very honest about where I was with my business and that I was still in the early stages. But I think that's what built trust - that I wasn't trying to oversell anything, but just told them where I wanted to go,” says Michelle Wadskjær.

“I knew that Louise was already a customer of mine - in fact, she was the first customer that I didn't know personally. However, I didn't know who she was at the time,” says Michelle Wadskjær.

Louise Herping Ellegaard already had two of the shirts from A Working Theory hanging in her wardrobe.

“I discovered Michelle's shirts through an acquaintance,” says Louise Herping Ellegaard in a press release.

One of the things that particularly excited the Løvens Hule investor was the well-considered solutions in our A Working Theory designs that meet customer needs. An example is the shirts' extra buttons at the chest, which ensure they fit perfectly and do not gape.

"My neighbor had bought a shirt and showed me how the extra buttons solved a problem she had always had. I thought it was a simple and ingenious solution, so I actually bought two shirts myself. When Michelle later came to Løvens Hule, I had no doubt that her brand had potential," Louise Herping Ellegaard continues in the press release.

The fact that the Løvens Hule investor was already a customer of A Working Theory was not the only reason why Michelle Wadskjær was able to take home an investment, although it certainly made a difference that Louise Herping Ellegaard already knew our products and was enthusiastic about them.

"It was the combination of Michelle's personality and vision, as well as my recognition of the product, that convinced me of the brand's potential," says Louise Herping Ellegaard.

Sometimes it's not the numbers that matter the most. And although Louise Herping Ellegaard normally only invests in companies with larger turnover, she made an exception this time with her investment in A Working Theory.

My best advice for other entrepreneurs

Michelle Wadskjær hopes that as a participant in Løvens Hule, she can inspire other small entrepreneurs to take the chance too. She herself found the courage to apply when the company Gavn Studio received an investment in the last season of the program.

“It inspired me to take the chance. I hope that my participation can inspire other small self-employed people to give it a try too - even if they feel unsure. No matter how big or small your turnover is, take the chance! The worst that can happen is that you get a no. And no matter what, you will take valuable advice with you on the way. It is a good experience to have, because if you want to run a business, sooner or later you will need an investor.”

Michelle Wadskjær's best advice for those of you who are considering standing in front of the lions from Løvens Hule:

• Watch past episodes and take notes: Spend time watching past programs - especially those with companies similar to yours. Write down any relevant questions so you can anticipate what the Lions might ask you.
  
  

• Prepare thorough written answers: Create a document where you write down answers to every question you can think of about your business - especially those related to finances. This will help you get the details down and appear confident and trustworthy.
  
  

• Practice your pitch thoroughly: You only have two minutes to present your business, so practice making it sharp, coherent, and engaging. Every second counts - make sure the most important things come across clearly.

The Future of A Working Theory

With the investment from Løvens Hule behind us, the next step for A Working Theory is to take the mission even higher. We want to make it even easier for women to find shirts that last - both in style and quality.

“My ambition is that we will eventually become big enough to make a real difference,” says Michelle Wadskjær.

In the short term, this means that we are expanding our collection with more timeless classics that can be worn season after season. Already this spring we are launching a new summer shirt that will complement our classic shirts for women - still in the same timeless colors and clean lines that our customers know from, for example, our white shirt , which has become a favorite in many wardrobes.

But our goals go beyond products. We dream of influencing the way we think about clothes: Less buying, more thoughtfulness. More sustainable design, less waste. This is also what is called slow fashion.

With support from the investment - and not least from those of you who have already taken our shirts for yourself - we continue to work on what we believe in: Clothes designed to stay in your wardrobe. For a long time.