Store of the Month April 2024: Butiq HH

On their way to a soccer match almost 40 years ago, Helen and Helen came up with the idea of starting a clothing store, they hit the ground running and not long after they opened Butiq HH. The store, which fills a full 500 square meters, is located a little outside Umeå in the community of Hörnefors. We have had a chat with friends Helen and Helen to hear more about how they treat the customer and how they think about purchases in order to have a well-sorted assortment.

Tell us about the store, how did it all start?
The idea to start a store started in a car on the way to a soccer match in the fall of 1987. We hit the ground running and three weeks later we were on our way down to a fair in Älvsjö. We didn’t know each other at all then, but today we are very close friends and soon we will have run the shop together for 40 years. We opened the store which was then 60 square meters and over the years we have expanded and today we have 500 square meters. The store is located 3.5 kilometers outside Umeå in a community called Hörnefors, which has approximately 1,500 households.

In the store, the customer will find several different exciting brands, what kind of strategy do you have when it comes to your range?
We think a lot about color, layout and fit and have in mind which body type should wear the different garments we have in the range. From experience, we have learned that if the clothes fit nicely and have a good fit, it reduces the risk of them being sale items. We are a happy bunch who work based on the customer’s needs and to create an inviting environment in the store. Our biggest brands include Soyaconcept, Freequent, Isay, Vila, Parami, Jack&Jones, Selected home, Selected Femme, Kaffe, Byoung, Fransa and Caramell Fashion, to name a few.

Tell us about your best tip for giving the customer the best treatment?
In order to give the customer the best treatment and service, we help the customer make an analysis so that the customer leaves the store with garments that work in that particular customer’s wardrobe, sometimes it may not be what the customer thought they needed at all. We also give lots of tips on how to put together and style your wardrobe.

What identifies a good collaboration between supplier and store?
We feel that our suppliers are very responsive when we talk about fits and color, this is something we think is very important. We have strong and good collaborations with all our suppliers!

Butiq HH on social media: 
Instagram: @butiqhh
Facebook:  @hhbutiq

In the picture above: Helen Fredriksson, Helen Bergström, Petronella Strandberg & Linda Nording.