Get to know the Swedish brand that’s almost selling more in Norway than in its home country

Morris Stockholm is celebrating its 20th anniversary this year, and the Swedish brand is enjoying great success in the Norwegian market.

‘The brand has really taken off since 2021. We took Morris Stockholm into our Sonic Labels portfolio this year, and the turnover has more than doubled since. This makes Morris our biggest brand currently. However, we believe we’ve made strategic choices throughout, and ensured a generic and healthy growth,’ says Anders Tangerud, Sonic Labels partner and sales manager for Morris in Norway.

With more than 20 years of experience in Follestad before the start of Sonic Labels, Tangerud has watched the growth Morris from the start.

‘Follestad was one of the first to try out the brand in 2010. In the very beginning, it was seen as a typical spice brand and a supplement to the rest of the range before reaching its preliminary peak in 2018. After a few seasons of decline, we are now back and more popular than ever,’ he explains.

A look that’s easy to recognise

Morris was founded in Stockholm in 2004 by Jan Alsén, a fashionable man who loved to travel and who was inspired to the French lily, which is part of the logo and icon of Morris Stockholm. Alsén believed in creating a timeless wardrobe of high quality that would never stop developing.

‘Casual wear is the heart and soul of the brand, but we are also gaining market share in the more tailored segment. While the merino range in particular, and knitwear and shirts in general, are prominent in the autumn collections, we have a particularly strong linen range for spring/summer,’ says Tangerud.

‘We do, however, cover most product categories and uses. We also have trousers, shorts, and swimwear, as well as a selection of accessories such as leather gloves, scarves, ties, and socks in our range. And let’s not forget the tailored range. Here we offer seasonal suits and blazers, and a basic range. The response we’re getting confirms that we have hit the mark on fit, look and price point.’

He says that Morris Stockholm has a look that’s instantly recognisable and consists of a basic range that provides a safe harbour, while the brand itself is constantly renewing and developing.

‘It’s wonderful to see how we appeal to the younger generations. We are seeing a growth of young, fashion-interested boys and men, down to the age of 13 to 14. Our most popular sizes are still medium and large, but we are finding that we are constantly selling more of the smallest sizes, even extra small.

The growth of the young population shows that we appeal to upcoming generations and that the renewals we are introducing benefit the business.’

Great feedback from stores

Today Morris is sold in approximately 90 stores throughout Norway. For obvious reasons, Morris is still largest in the Eastern Norway region, but the brand is also well represented in other major cities such as Bergen, Trondheim, Stavanger, Tromsø, and Bodø, as well as in the towns outside the cities.

‘We have customers that turnover NOK 7-8 million, and customers that turnover 50-60 million. It’s really great to see how successful we are with the smaller retailers and in stores where we are a top brand. Some retailers have not worked in this price sector before, but have worked hard to get customers to join the trend. It’s really great to see them succeed,’ explains the sales manager. ‘We tend to get really positive feedback from the stores. As a buyer, you know that you avoid any big surprises, and our experience is that the stores generally have a good turnover. Morris should be the safe choice, while not underestimating the importance of innovation. We wouldn’t be where we are today if we hadn’t been able to develop in line with the store drivers.’ 

‘The collections are of good quality at a reasonable price, and we rarely get complaints. The quality, design and style appeal to a wide customer base, while Morris remains committed to innovation.’

A brand that appeals across generations

The core target group of Morris Stockholm is basically men between 20 and 45 years of age, but according to Tangerud, recent years have seen a clear trend emerging.

‘We are seeing the brand appeal to multiple generations. Father and son might easily pick out the same shirt or jumper. They may not pick the same colour, but the combination of look, cut and quality makes it a natural choice across age groups,’ he says.

Sonic Labels works closely with its customers to make the brand successful in the store.

‘It’s about finding solutions that work, and one solution doesn’t necessarily suit everyone. That’s when we follow up closely with the store and adapt as we go. It’s about finding a good combination between the safe products and the exciting arrivals.’

‘We also help with in-store styling and employee training. We rarely get to meet the staff during the buying process, so it’s nice to have training sessions where we go through quality, fit, and other questions,’ he says.

As for the way forward, the sales manager is crystal clear:

‘We’ll continue following the same strategy as before, while also renewing in line with an industry that’s constantly evolving. There is still great potential for further growth, especially in the tailored segment,’ he explains. ‘We try to protect our existing distribution and customer base when we consider new customer relationships. We need to create a balance between the fact that the most important customer is the one you already have and that there’s still room for new customer growth in certain areas. In any case, I can’t stress enough how grateful and humble we are for the relationships and cooperation with our customers, especially given that the industry has left behind some challenging and turbulent years.