Scan Magazine | Design Profile | Valerie / Trätoffelfabriken
Healthy growth for a feminine fashion brand With a collection of elegant designs and a personal experience for its customers, Swedish fashion brand Valerie is going from strength to strength.
around 30 retailers in Scandinavia and also available in the online shop.
By Malin Norman | Photos: Valerie
Valerie Aflalo comes from a solid fashion entrepreneurial background. Her father introduced Yves Saint Laurent to Scandinavia in the early ‘70s, and she set up her own brand, Valerie, in 2006. Its first concept shop was launched at MOOD Stockholm in 2012, and the company has just opened a shop-inshop at NK in Stockholm. “This is big news,” says a proud Valerie Aflalo. “We are happy to be doing well in terms of sales, at a time when many fashion brands are struggling.” What is the secret behind the achievement? The talented designer and founder elaborates on the continuous growth of her brand: “We realised the value of social media early on and managed to build a personal experience around my name, showing not just the designs but also who we are as a brand. Our customers are curious and
want to know more, so we share our heart and soul with them. I believe that this has been key to our success.” Worn by celebrities such as actress Malin Åkerman, the Valerie designs are popular for everyday as well as evening wear and special occasions, and the brand also has a line of bridal dresses. Valerie Aflalo highlights the importance of finding your niche in the market; the DNA of Valerie is a feminine brand with carefully selected European fabrics and manufacturing. “We want our clients to fall in love with the garment and love it forever! I still have some of my grandmother’s dresses in my closet and, in terms of design and quality, she was a big inspiration.” In addition to MOOD Stockholm and NK, the Valerie collection is represented in
Renaissance for wooden clogs
Valerie Aflalo, founder and designer.
Web: www.valerie-stockholm.com Instagram: @valerieofficial
By Malin Norman | Photos: Haga Trätoffelfabrik
If in search for retro wooden clogs and sandals, head to Haga Trätoffelfabrik in Gothenburg. This retail gem is maintaining its wide range of handcrafted and organic designs, but with a renewed focus. Haga Trätoffelfabrik is a true gem, going strong since 1933. Still in the same location on Haga Nygata, the boutique sells high-quality and hand-crafted wooden clogs. “Although Gothenburg has kept that small-city-by-the-ocean, it’s become a real popular destination, and at the heart of it lies Haga with its village-like charm,” says owner Erik Davis. The classic clogs have recently become trendy again and the business is growing, with visitors from all over the world dropping by the charming boutique. Here, you can find clogs that are skilfully handmade according to old Swedish craftsmanship traditions. They come in a range of classic and modern designs, patterns and colours. Haga Trätoffelfabrik also recently acquired Winter Life from Jämtland and will act as its new flagship store, offering the famous Luddan shoes made of wool 26 | Issue 111 | April 2018
felt. In the boutique, customers can also buy other handmade garments and accessories made of, for instance, linen from Hälsingland, wool from the east coast, and leather from Småland. The growing market for honest, high-quality products has had a positive impact on the business, and Davis is pleased with the positive development. “Consumers have become more aware, and craftsmanship and sustainable designs are very popular,” he says. “We wouldn’t do things any other way here at Haga Trätoffelfabrik, but of course we’re grateful for this trend.” Opening hours: Monday to Friday: 11am-1pm and 2pm-6pm Saturday: 11am-4pm Sunday: 12pm-4pm
Web: www.hagatratoffel.com Facebook: hagatratoffel Instagram: @hagatratoffel