The Danish family company Stoff & Stil, which has been established in Norway for 30 years, changed its name to “Selfmade”. The first store out was Drammen.
– The next changes in our premises in Storgata in Oslo and the store at Alnabru. And then we roll out further in Trondheim, Stavanger, Bergen, Fredrikstad and Kristiansand in addition to the new year, says Lars Folkestad, general manager of Selfmade Norway.
Not just textile sales
Folkestad further says that every single store will celebrate the name change and that the new concept Selfmade will above all be a place for inspiration, creative joy and creativity.
– The name change is a tribute to the creativity and feeling of doing something yourself, says CEO Alexander Lerche in a press release.
It was 30 years ago at Peters Resthal was established in Kobbervikdalen in Drammen. After a few years, the name was changed to Stoff & Stil, and thus reached a third change.
It is the two sons Lerche in Denmark who have taken over the operation of the family company which is behind all the stores in Stoff & Stil / Selfmade.
Will increase creativity and creativity
– They no longer wanted to just sell textiles, but focus on the creative. They wanted to make the store a place where you can be an inspiration, says Lars Folkestad.
At the new opening of Selfmade in Drammen on Saturday, people could join the shop, sewing machines were located around different stations.
– We will continue to have workshops, in addition, people can come and borrow sewing machines – on site, informs Folkestad who also says that most customers who visit Selfmade, formerly Stoffer & Stil, spend on average from three hours in the store. .
Facilitates a greener world
– Is the new Selfmade a contributor to increased sustainability, as you see it?
– Yes, we think so. Things you make yourself, preferably from garments you have lying around, contribute to and facilitate a greener world and less over-consumption, says Folkestad and adds; – In addition, it has been researched that you become happier by doing things yourself.
Folkestad believes that TV programs such as NRK’s ”Symesterskapet” contribute to this trend.
– People come in for larger or smaller projects, whether it is curtains or garments they have to make. We see, especially among young people, that it gives more status to use second hand even earlier – there are some nice and good values with the youth, Folkestad points out.
- Danish family-owned company
- Founded in 1980 by the couple Marianne and Peter Lerche as Peters Resthal in Herning in Denmark, where the couple sold fabric remnants from local textile manufacturers
- Later, the company changed its name to STOFF & STIL and expanded to Norway, Sweden, Germany and other European countries.
- Now the company has undergone a generational change and today suffered from the son Alexander and Michael Lerche
- 30 stores in Denmark, Norway, Sweden and Germany
- Online store in 13 European countries
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