Doing things a bit differently is perhaps the main reason why Petersen Tegl is so successful. For many years, the 226-year-old company was a simple brickyard producing yellow wirecut bricks, but that changed radically when Christian A. Petersen took over the company. Instead of streamlining the process in order to produce bricks as cheaply as possible, the company started investing time and money in producing unique, handmade bricks. “Had we just followed the competitors’ way of doing things, we wouldn’t have succeeded. We needed to do things our own way,” says Petersen.