Store of the month: Carlos
Carlos is a store in Eksjö that is run by Sophie Carlo, that is the fourth generation to run the store that her great grandfather started in 1908. We took a chat with Sophie about how everything started, what the biggest challenge in the industry is today, and what she thinks is the most important thing in order to run a store successfully.
Tell us about Carlos, how did it all start?
“Carlos is an old established store that was started by Carl O Johansson, my great grandfather, in 1908. We will be 113 years old this year! I am now the fourth generation Carlo who runs the store. I took over the store after my mother and father four years ago. They had run it for over 30 years. You could say that I grew up at Carlos and have always felt that it is my second home.”
What strategy do you have when it comes to your assortment?
“We try to have a wide range that suits both mother and daughter. I believe in offering a really large assortment of women’s wear in different price ranges. You should be inspired when you enter our store, so we have a mix of clothes, shoes, bags, accessories, and interior. There is something for everyone here. In connection with the fact that we are now expanding our store space, we will from December this year be able to offer an even wider range of women’s wear.”
Photo: Sophie and her team. Photographer: Mirja Claesson, Misovi Foto.
What is the most enjoyable thing about running a store?
“It is that you meet so many positive, happy people that are eager to shop. All wonderful meetings with customers are what we are passionate about. It is never boring to go to work. It is really a luxury to feel that way.”
What would you say is the biggest challenge for your industry today?
“It is important that there are many good clothing stores so that our suppliers have customers to deliver to so that they remain. We are as dependent on our suppliers as they are on us.”
What would you say is the most important thing in meeting the customer?
“It’s being responsive and listening to what the customer needs. Finding the garments that make the customer feel radiant and comfortable at the same time. It’s a fun challenge to find the clothes that become the customer’s wardrobe favorites!”
What do you think are the most important ingredients for being successful in what you do?
“It is good service where the customer is at the center of attention. To create a positive feeling in the store and a complete experience is important. Offering a wide and mixed assortment is also important. We have great suppliers that we trust in presenting attractive collections.”