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Store of the month August: Rätt Under

2025-08-18
Rätt Under, personal service and a carefully curated selection in the heart of Rättvik
In a small town without large chain stores, a shop needs to be both broad and responsive. That’s something they understand well at Rätt Under in Rättvik, where underwear, swimwear, cosmetics and perfumes come together in a thoughtfully curated selection. For Karin, it’s about more than just products, it’s about living close to her customers.

You’ve been running Rätt Under for over ten years – how did it all begin, and what has the journey taught you?
I had a job that involved a lot of travel for many years and was living in Stockholm, but I’m originally from Leksand. After a while, I felt done with all the traveling and started longing to come back home. When I heard the store was for sale, something was sparked in me – I took the leap, with a mix of fear and excitement. It turned out to be the best decision I’ve ever made. Being able to live and work in the same place is truly wonderful.

How do you put together your selection?
Karin says she has the privilege of running a store in a small town where there are no chains, so the range needs to be broad. Collaboration with customers is essential. She listens, adjusts and complements based on their needs, while also following her own sense of what fits. It’s about living alongside her customers.

You work with many established brands, how do you choose your suppliers?
Trust and collaboration are crucial. That became especially clear during the pandemic, when strong relationships really proved their value. Some partnerships were ended after that period, as the collaboration needs to work in everyday life too.

How do you help customers find the right model and fit?
Karin has been helping both women and men for over ten years, and often starts with a visual assessment for sizing. But the most important thing is time, every customer gets the time they need to find what suits them and what they feel comfortable in. It’s a very personal process.

What’s the demand like for cosmetics and perfumes alongside your other products?
Cosmetics aren’t the largest category in the store, but they play an important role. Since you have to travel a bit to find these products nearby, they become a natural complement. It’s also a great way to bring new customers into the store, and many of them end up finding something else they like as well.

Which products are most popular right now?
Right now, swimwear and bras are in high demand. With a beautiful summer and many tourists in Rättvik, people are taking the opportunity to update their wardrobes while they’re here.

What makes a visit to Rätt Under unique?
A visit should feel personal. Karin wants every customer to feel beautiful just as they are. Working with underwear brings you very close to people, and there is room for both laughter and sometimes tears. That’s what makes it so special.

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