CHINA: Gretashop's founders stay on top of their brand in China
21.02.2012, 16:44The world is full of start-up fashion makers, but only those that really have something to give back to the world will make it.
Greta is a brand launched by two Swedish sisters-in-law that share the surname Olsson. Their Greta brand has a golden future if we are to believe fashion bloggers and the part of the press that, unlike news2biz, has a qualified opinion about fashion.
The reason for Greta's success is that the Olssons stick to a clear concept – to what they have to give to the world.
"We wanted to make it simple from the start, so basically we focus on a dress that can be used both at the office in the daytime and dressed up in the evening, in the summer and the winter. A basic garment in your closet," explains Josefine Olsson, one of the sisters-in-law, to news2biz.
"We always use top quality silk for our dresses and blouses which ensures a lavish feel. It is very important for us to use really top quality fabrics, something that probably is not that common in the fashion industry today."
The background for choosing this path into the fashion jungle is a marked opinion about what the relation between young women and fashion is today.
"People have tonnes of clothes. We wanted to make a garment which you can really wear at all kinds of occasions – focusing on quality rather than volume. We want our clothes to be exclusive – which is why we use the top quality silk – but we do not want them to be out of reach to consumers," says Josefine.
The achievement she is most proud of is the fact that her clothes appeal to virtually all ages of fashion consumers.
"We receive a lot of feedback from consumers and we see that our clothes appeal to both 18-year-olds and 75-year-olds alike. This was quite a positive surprise for us, be-cause normally teenagers are attracted to flashy items that catch the eye," says Josefine.
Greta's dresses sell well. Photo: Gretashop
The company's history is short and dramatic. The two women started up in late 2009, had a line ready for January 2010 and it was a smash hit. From there they have continued to win a load of prices.
"We are trying to grow at a pace where we still remain in control of the product and this is very important to us," says Josefine.
Josefine and her partner Hanna were named Fashion Entrepreneurs of the year 2012 by the Swedish Federation of Business Owners – and this made Josefine think.
"It made me wonder whether I am really an entrepreneur, because to me the products is what it is all about – I am not the kind of person who can work with just about every-thing and turn it into a success," says Josefine.
Close relations with supplier
As regards the measure to keep control of products and company, the Olssons' answer is to spend most of your time in Beijing in close contact with those that actually produce your clothes.
"We are cooperating with a Chinese company which is our supplier and despite the fact that we have tried other companies and sourcing offices in Hong Kong and whatnot, this is what works for us. The company has a tailor that comes to us and sews up the design that we sketch. Then we make alterations continuously and eventually they set it for production. There are no emails or fancy electronic designs, just a tailor who knows his stuff," says Josefine.
Or at least it has worked so far because due to Greta's success the need for more volume has increased and Greta is now hiring dedicated workers for the Chinese supplier who will only do work for Greta.
"The step from being a small company into being a bigger one is really difficult," says Josefine.
Selects retailers
Another part of staying in control of one's product and company is to re-main in close contact with end clients and take their input seriously. Also choosing select retailers is important.
Josefine (left) and Hanna Olsson. Photo: Gretashop AB
"If you take Stockholm, it is not really a very large city and we just wanted a few retailers that could take our line in depth and dedicate themselves to it," says Josefine.
Gretashop AB's headquarters are in Stockholm where the owners have hired a CEO. Hanna, who spends all of her time in Beijing, is head of production and Josefine, who divides her time between China and Sweden, is the one who focuses on spreading the good word through sales and promotion. Just now, Greta is about to expand to Finland and Germany, but a goal is also to get Greta's dresses and blouses out to Chinese clients.
"That is definitely a goal for us. All the brands in the world are here – why shouldn't we?"
Ghost of Garbo
Much has been written about why the Olssons called their fashion child Greta. Josefine explains:
"The names of our children had all been taken up as brands [Hanna has four kids and Josefine one – ed.] and we wanted a name with a Swedish connection but an international feeling to it – and thus came Greta."
This reporter cannot help thinking of Garbo when the name Greta comes up. Classic yet modern, Nordic, independent minded are all key words associated with the Swedish film diva who in many ways was ahead of her time. The Greta brand symbolises that the times have finally caught up with Garbo. Greta Garbo's real name was Gustafsson. It could have been Olsson.