Senz development

At the time of writing (spring 2008), SENZ umbrellas have been on the market for over a year. In 2007, there was a great deal of interest in the umbrellas, not least from the media. As mentioned, the first batch of 10,000 items was totally sold out within the first nine days. This statistic, together with the innovative nature of the SENZ umbrella, led to an enormous wave of media attention. In three different continents, SENZ featured in newspapers, magazines and on the television: from CNN and ABC News to The Times and the Good Morning America breakfast TV show .

Media storm

There was also a media storm in England. The Daily Mirror, The Times, The Sun, the Daily Express and The Daily Record all ran articles about the umbrella. The British Channel Four talk show, Richard & Judy, put the windproof umbrella to the test. The American media also quickly became enthusiastic about the new invention from Delft. Photos of the umbrella appeared in CNN’s weather report and in a report on ABC News.


SENZ also has a large number of nominations and prizes to its name, including the Red Dot Design Award and two Dutch Design Awards. It has recently been nominated for the Buzz Award. The highest accolade is the nomination by the US magazine TIME for ‘best invention of the year 2007’.


The business is also continuing to grow. Since October 2007, the SENZ Original and the SENZ Mini have been on sale in around 300 shops in Benelux and they both come in five different colours (see illustration 3). This means that there are now eleven SENZ products on the market because in March 2008 the extra-large SENZ XL was introduced.

International attention

In the second half of 2007, an important break-through was made when SENZ struck a deal with the largest umbrella manufacturers in the world, the US company Totes Isotoner. This company is going to produce SENZ’s umbrellas under licence. In 2008, the umbrellas will appear in hundreds of shops in the US, Canada, France, Great Britain and Ireland, under the SENZ brand. This means that SENZ umbrellas will then be available in a total of eleven countries because they are also available in Benelux, Germany, Austria and Switzerland. They can also be bought via the website.


In the near future, more weather protection products will be launched. The business has made a roadmap which includes innovations for the next five years.


Name author: M&C
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