After Canada – Stenströms targets US business men

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Shirt producer Stenströms in Helsingborg, with annual sales of 200 million SEK this year, has recently opened a sales office, showroom and warehouse in New York.
“After our success in Canada for the past six years, we thought it was time to invest in the United States with New York as the base. Our qualitative shirt fashion fills a gap in the U.S. market. There is a great potential for Stenströms in the United States”, Marketing Manager Marie Ramberg tells TEKO.

Marie Ramberg, anticipates that Stenströms will sell 20,000 shirts in the U.S. until 2016:
“Orders for the spring collection 2015 is already in full swing. We also accept orders from customers who want to sell this year’s autumn collection. The focus is on New York and shirts. The customer base is the individual clothing retailer. The next phase will be to process the larger department stores.”
Marketing is conducted primarily at fashion shows and customer visits.
Stenströms targets the business man 30 plus and up.
“It is a more mature group of customers than we turn to in Scandinavia, where many young men in their 20s are buying our shirts. The U.S. businessman dresses quite discreet in solid color shirts with classic pattern images”, she tells TEKO.

The first half of 2014 shows a plus of 15 percent for Stenströms and autumn-selling is so far 20 percent up. Marie Ramberg explains it with a positiv trend in Scandinavia, Germany, and the Benelux countries and successful ranges of shirts, knitwear and a promising ladies concept.
The fifth flagship store is set to open in Hamburg in August.