Retailer of the Week
11 Sep. 2013
Örjan Andersson, Owner, Från Ö Till A, Stockholm, Sweden
Örjan Andersson is no stranger to the retail world. In November 2000, he opened up his first store with a few friends: a second hand shop in a Stockholm suburb that was only open on weekends. Business went well, so they decided to open up a bigger store in central Stockholm which operated full time: ‘Weekday’ was born. Soon, Andersson felt the need to develop his own jeans: fashionable, tight-fitting and reasonably priced. In March 2004, he sold his first pairs of denim with the iconic skull logo in the Weekday store – so successfully, that the Cheap Monday line was developed into a full-scale brand with its own distribution only a year later; the rest is history. In 2008, Andersson sold the Cheap Monday brand to H&M. However, he didn’t laze around much but came back with his own, self-titled denim line Örjan Andersson and – as a retailer by heart – opened up his new store Från Ö Till A in Stockholm a few weeks ago. Interview by Maria Hunstig
Why did you open your store? Tell us the story behind it!
I missed it so much after selling weekday to H&M. And there are not many new independent stores here in Stockholm. I think it's important to have alternatives to all the big chains.
The store exhales an open and clean atmosphere
What are your current bestselling labels? What are your personal favourite brands?
My own brand Örjan Andersson on both counts!
How important is the denim segment for your store?
It’s very important. It’s my background and an important part of my brand.
In terms of denims: Which cuts / washings / colors are most popular at the moment?
I’m selling a lot of high waist denim in black and second hand 501’s from the 90s.
Geometric clothes rails in the store
So far my customers have been very spontaneous, but I have only been open for 6 days.
Where do you order your products?
From the showrooms.
What inspires you, where do you get your information about upcoming trends?
Punk has always inspired me with the DIY attitude. About the trends it’s from friends and magazines.
Are there any new brands which you have ordered for the first time now?
Yes, several; Surface to Air, Marques/Almeida, Common, Altewai Saome, and Ashley Williams.
What do you think will be the key-pieces in summer 2014?
Flight jackets and second hand 501’s from the 90’s.
Storefront of Från Ö Till A
Through the store and through Facebook.
What do you like about your location and your customers?
My store is a little bit offside, and that makes the people who really like the store come to it, and that’s very nice I think.
Are there similarities to stores in cities like Berlin, London or New York?
No my store is very unique.
Do you have an online shop? Do you run any social media activities?
I have no web shop but I work with social media.
Is there a role model for your shop? Any store – worldwide – which inspires you?
I think that Apartment in Berlin is very nice.
Från Ö Till A
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