Store of the month October: Rappes
From a small shop in the family home to today’s 200-square-meter store in the center of Nynäshamn, Rappes has grown alongside its customers for three decades. With a “at home” atmosphere, personalized service, and a wide range of products, they are as much style advisors as they are a store. Today, they cater to women of all ages, offering everything from classic dresswear to the latest trends, and with mom at 87 and dad at 85 still actively involved in the business, the family spirit is stronger than ever. This year, Rappes is also celebrating its 30th anniversary.
Can you tell us a little about Rappes – how did it all begin and what has the journey been like up until today?
It all started when my parents had an empty shop space in their house and suggested that we should start something together. Since they had previously run a watch and jewelry store for 25 years, there was both experience and an established name, and that’s how it began. Now, 30 years later, we are celebrating our anniversary. I remember that we sold huge amounts of stretch jeans, which were new at the time, and that customers paid by check or with cards that we processed manually. Thinking back on it now makes you feel a bit old-fashioned! After about a year and a half, we moved the store to the city center, and ten years ago we expanded to today’s size of about 200 square meters. My mother, who is now 87, still works with us doing many of the clothing alterations, and my father, 85, helps with all the paperwork.
You describe yourselves as personal shoppers with long experience – how do customers notice that in the store?
A customer recently described us as “personal shopping, but free,” which we thought was a lovely summary. We are careful to meet our customers’ needs, but at the same time, we often encourage them to try something outside their comfort zone by suggesting what we think would suit them. Since we keep track of what many of our regular customers have purchased previously, we can also help them continue to build a wardrobe that lasts over time.
You have many loyal customers around Stockholm – what do you think is the secret behind that loyalty?
We believe the feeling of being “at home” is a big part of it. Many people say they feel at home with us. We’ve also had the same staff for a long time, which creates trust and continuity. Our customers also appreciate that we are active on social media every day, which keeps them updated on news in the store.
How would you describe the store’s selection and style – what can customers find with you?
We offer a wide and varied selection, with a particular focus on trousers. Here you can find clothing for women of different ages and for different occasions, always with quality and style in focus.
You cater to women of all ages – how do you work to meet different needs and preferences?
With our experience, we can adapt to different needs and preferences, regardless of age or style. Our goal is always to meet the customer where she is, while also inspiring her to try something new that she might not have chosen herself.
What do you find most exciting in fashion right now, and are there any trends that inspire you in particular?
Right now, it’s exciting to see the classic and tailored look making a comeback, but with a more modern twist. For example, we see suit trousers having a revival, often paired with a stylish shirt in faux suede. Knitted sweaters combined with wide-leg jeans, especially in corduroy, are also popular. In terms of color, we’re selling a lot of burgundy, brown, and camel tones at the moment. Personally, I love all the wide-leg trousers and the long wool coats that we’ve just received in.
