True merchant spirit in Ulsteinvik

In 1957, Ragnhild Overvåg and her husband established what has grown to become one of Norway’s most profitable clothing stores for both men and women –Overvåg, located in Ulsteinvik.

Now nearly 66 years later, the family is still running the store with a solid profit each year. Greta Overvåg, the founder’s daughter, has been involved in the family business since she was a little girl.

Three generations of merchant spirit

Greta took over the family business in 1998.

“My daughter, Beate, went to Bergen and worked in a store for eight or nine years, which was a very wise decision. It’s always a good idea to get out, work at other places and experience other ways of running a business,” Greta says.

But after a while, Beate chose to join the family business, and today she has largely taken over daily operations.

“Beate oversees most purchases, is responsible for the brand mix and does a fantastic job. Beate is much better at this than I ever was!”

“For us, this is more a lifestyle than a job, and we are constantly working to ensure a store that provides a good shopping experience for our customers.”

Greta Overvåg

Prioritising the physical store

After many years in the industry, Greta has seen significant changes in the market. Competition has become tougher, and online shopping is particularly challenging.

“But today, we are concentrating on our segment. For us, this is more of a lifestyle than a job, and we are constantly working to ensure a store that provides a good shopping experience for our customers. And we’ve succeeded. This has been hard work, but it’s been fun!”

Family ties and strong unity

But you can’t reflect on “now” without thinking back to “then”.

Greta’s mother, Ragnhild Overvåg first started the venture and is now 90 years old. After a bout of serious illness last year, she eventually made a good recovery, but the ordeal left its mark on her daughter.

“Yes, things were really stressful last year in July. Two new grandchildren were born around the time my mother was nearly dying in the same hospital. Fortunately, she perked up after meeting her newborn descendants. And now she’s in great shape!”

“We’ve had to specialise – become a true brand store.”

Greta Overvåg

Overvåg surpasses itself

In 2023, the store achieved its highest revenue since 2016. What is the secret behind the success that has persisted for so many years?

“I think we score high on our brand mix and on our knowledge of the goods we carry. We also have many regular customers who are focused on quality and service. Ulsteinvik is a maritime municipality with residents who travel a great deal. So I would claim that one of our major competitors, at least for men’s wear, are the airports.”

This is why they have always needed a clear and distinct profile.

“We couldn’t carry men’s shirts from NOK 399, for instance. We’ve had to specialise – become a true brand store.”

Greta says that their customers have high expectations, which has always given them something to strive towards.

“We’ve had to compare ourselves with the best stores while also staying true to the fact that we are located in Ulsteinvik. That is the source of our focus and drive – making sure the store retains a brand mix that keeps customers coming back.”

“It’s often easy to follow the crowd, but we feel more comfortable doing our own thing.”

Greta Overvåg

The Ulsteinvik concept

“We have customers who travel a lot, but we’ve been able to create our own little universe in Ulsteinvik that maintains an international standard. And that is something I’m incredibly proud of. We have found an Ulsteinvik concept that works very well for us, and which clearly works for our customers, as they keep coming back.”

“It’s often easy to follow the crowd, but we feel more comfortable doing our own thing.”

Overvåg adds that the collaboration with Texcon, particularly on invoicing, has been excellent, and that accounting has become much easier with Texcon. There has also been good cooperation between the stores, and Kristine at Texcon is always ready to help over the phone.

Future plans for Overvåg

Greta will soon be turning 64, but she still loves her job and looks forward to going to work each day.

“Not everyone can say the same. But seeing the business succeed brings me joy.”

She is optimistic about leaving business operations to her daughter.

“The generational transition has actually already taken place, though not yet formalised. Right now, I’m working full time since Beate just had a baby, but my plan is to gradually withdraw.”

Overvåg adds:

“I’ve said that I’ll stay as long as she feels she needs me here. You’re a bit more committed when it’s your own name on the shop door, I think.”