In fashion for three generations

It was Trygve Belsvik’s grandfather who founded Belsvik in 1927, and he is now managing director the company, which comprises two stores and 30 employees. The store on Storgata street spans three floors, boasts a dedicated jeans department, as well as a huge selection of clothes and accessories for women and men. The other store is situated in CC Strandtorget, the largest shopping centre in the Lillehammer region.

50 years of Levi’s

“I’m told that when we introduced Levi’s jeans in the 1970s, we were the first store on the route between Oslo and Trondheim to sell them. In the 1970s and 80s, visiting trade fairs in Copenhagen, Germany and France was crucial to finding inspiration and sourcing the right brands and products. It’s still useful to get out there these days, but so much information is now readily accessible online.”

Many visitors

Lillehammer has a much larger retail market than the town’s population of 28,500 might suggest. Belsvik explains that this allows them to offer a larger and better range of goods than if they solely relied on local customers.

“The ski resorts at Hafjell and Kvitfjell, and all the cabin construction, are largely a result of the 1994 Winter Olympics. Or at the very least, the event gave a significant boost to the region. The Olympics continues to have an enormous impact on Lillehammer and Gudbrandsdalen.”

The two Belsvik stores currently sell many of the same products. One big difference, however, is that the Storgata store offers a much larger range of off-the-peg garments and suits. The customer groups in the two stores are slightly different.

–Of course, I’m proud of everything we’ve managed to achieve and the strong traditions we’ve built.

“Strandtorget is right next to the E6 highway, so regional through-traffic is an important factor there. At Storgata, people are often in no hurry. A trip into the city trip might include shopping, meeting with friends and relaxing in a nice café. Many people consider Lillehammer’s pedestrianised high street to be one of the nicest in Norway. It’s even busy in the middle of the week.”

Belsvik believes that retail is an important part of what makes the street attractive, and he has been actively involved in the Town Centre Association for many years, working to preserve and develop Lillehammer town centre.’

Reuse and repair are very much of our time

When Trygve Belsvik senior started the business in 1927, it was a tailoring workshop. Throughout the 1930s and 40s, it grew into a significant men’s tailoring business.

“Some of the garments sewn at that time still exist and can still be worn to this day,” says Belsvik proudly.

Despite the dominance of off-the-peg clothing, Belsvik has chosen to keep a sewing workshop. Today, a skilled seamstress with a journeyman’s certificate in dressmaking works in the shop, offering clothing alterations and adjustments for purchases made in the store, as well as simple repairs and alterations for outside customers.

“First and foremost, I see this as a great service for our retail customers, but we’ve also noticed that people are more conscious of the importance of repairing and reusing their old clothes. This awareness is very much of our time.”

“Going forward, it will be important to develop our focus on alterations and repairs. It’s something the market values and, importantly, contributes to sustainability. We have always prioritised quality products over cheap prices,” Belsvik explains, “and when we sell quality, it’s important our customer service reflects that. We need knowledgeable and service-minded employees!”

Independent and skilled managers

To maintain profitability and strong sales, the store relies on a team of dedicated and skilled employees, and Belsvik is full of praise for his staff. The company currently employs 30 people and they work an equivalent of 20 full-time positions.

“We have always been conscious of hiring skilled department managers. They’re responsible for everything from inventory selection to in-store sales. I work in the store whenever they need a helping hand,” Belsvik says with a smile.

–Interacting with customers is precisely what makes working in a store so much fun.

He has found that job positions are more attractive when employees are given a great deal of responsibility, and that has helped contribute to greater staff continuity.

“Even though our managers work independently, it’s valuable to share experiences and have discussions. It’s essential to have a workplace in which we can help each other improve and exchange ideas,” the managing director explains. “That’s why we have weekly management meetings and then find time to follow up on important matters. That’s not always easy in the busy world of retail!”

Great service and satisfied customers

Belsvik believes that a great shopping experience not only means helping customers find the clothes they need, but garments that they will love and cherish!

“Customer interactions are precisely what makes working in a store so rewarding and fun: seeing that a customer genuinely appreciates the help they receive and leaves the store with a smile on their face,” says Belsvik, adding:

“It’s actually quite simple. It’s about being confident in what you do and having the ability to communicate well with customers. Of course, our employee’s knowledge and expertise are the foundation of great customer experience.”

Leaving the Match chain

In 2022, the company left the Match retail chain. Belsvik describes that as a moment when they rediscovered their identity as a local, independent store with a strong focus on brand-name products.

–We’ve been great at picking up on new trends.

“Although from a marketing perspective it was advantageous to be part of a large chain, it’s a liberating feeling to stand on our own two feet and make decisions we believe are right. One major benefit is being able to tailor our inventory to the local market and have better control over stock volumes.

Running a successful store of course requires constant attention to gross profit and inventory. That is not always easy when part of a retail chain.”

Joining Texcon

Belsvik joined Texcon in 2021 and he highlights the importance of the professional support and the strong agreements Texcon offers its members. Above all, he values the opportunity it provides to connect with other stakeholders in the industry.

“Over the past few years, we’ve attended Texcon’s annual gatherings, which have been both enjoyable and insightful. They provide an opportunity to talk with others in the industry, discuss the challenges we face and to share experience.”

100 year anniversary

In two years, the company will be celebrating its 100th anniversary, and the managing director is looking forward to marking the occasion:

“I am of course proud of everything we’ve managed to achieve over three generations! When I took over as managing director, we had a strong foundation on which to stand, and my priority has been to continue building the company. But in order to succeed, we must remain aware of changes and keep evolving,” Belsvik says with a smile.