Lykke i Norge offers a broad selection of designer clothes and accessories.
Find happiness through clothes in Norway When Nanna Hoberg was 13 years old, she had a week’s work experience in the clothing boutique Lykke i Norge. Little did she know that she had taken the first step of an impressive career and would eventually end up the owner and manager of the shop. By Synne Johnsson | Photos: Nanna Hoberg, Lykke i Norge
Lykke i Norge translates as ‘Happiness in Norway’, and it was set up in Halden in 2007. Later, in 2011, the shop also opened a branch in Fredrikstad, which is now the only remaining location. The shop offers a wide selection of clothes in all price ranges and for women of all ages. “We are very proud of the clothes we have in stock, and we put a lot of effort into the selection. It’s important to us that there are not too many of each item in stock, because when you go out 22 | Issue 126 | July 2019
of your way and spend time and money to find the perfect item, you’d want it to be a bit rare,” Hoberg says. Hoberg is passionate about taking in brands that are unique, and she always ensures that Lykke i Norge stands out from other design boutiques. To her, it is important to take in brands and items that represent her personality, which often leads to clothes with bold colours and inspiring patterns, challenging the
customers to choose eye-catching items that stand out.
Homely happiness Hoberg is focused on making the shop feel welcoming and personal, not just like any other boutique with beautiful items. The social media channels mirror this ideology, and on the Instagram feed, users do not find PhotoShopped models, but beautiful and inspiring photos of the women who work in their shop. “I want our visitors to have a personal connection to us, so it’s important that our social media reflects that. I want them to see what they’ll meet in the shop, which is us,” Hoberg says. “I use a lot of photos of the shop itself too, trying to capture the mood and the atmosphere in the shop.”