Store of the month Mars – Norrmans Skor
The footwear industry has undergone significant changes since JP Norrman opened his shoemaker’s shop in Uppsala in 1882. From being a business that combined both shoe repairs and manufacturing, the company has evolved into a dedicated shoe retailer. Over the years, Norrmans Skor has expanded and is now an established player in the market.
The fifth generation of shoemakers entered the business 15 years ago when they took over Bergströms Skor. The expansion has continued, and in 2019, the company acquired a shoe store in Västerås. The following year, SkoAugust in Enköping was acquired, and most recently, in 2024, Wallins Skor in Sala was taken over as part of the owner’s retirement.
To learn more about this journey, Stockholm Fashion District has asked a few questions to one of the owners, Rasmus Norrman.
What types of shoes and products do you offer, and which customer group do you primarily target?
It varies depending on the store. Enköping and Sala are family-oriented stores, while Uppsala and Västerås focus on men’s and women’s shoes with a focus on comfort. We sell most of the major brands in comfort shoes.
What is the most rewarding aspect of working in the footwear industry?
The challenge of purchasing the right products in the right quantities and all the amazing people in the industry. It’s also a product that many people love.
What are the biggest challenges in running a shoe store today?
Everything. War, inflation, rent increases, and so on. But there are also many opportunities.
Sustainability is a key issue in today’s society. How do you view sustainability within the footwear industry, and how does Norrmans Skor contribute?
We are a small company and can’t do big things, but even small efforts contribute to a more sustainable society. Selling shoes that last more than one season is probably the most important. In addition, we work with waste sorting, zero emissions in internal transportation, 100% renewable energy, and energy-saving measures in our stores. We can’t solve all the problems, but we can contribute where we can.
What factors do you consider crucial for success in your industry?
Being able to budget and purchase the right products is central.
How would you describe the footwear industry today, and what trends or changes do you see moving forward?
It’s important to stay alert and not be afraid to try new things or do things differently than before. The footwear industry is very conservative and does not like change, but it’s important to be open to new ideas and test new things. If it doesn’t work, you can always go back to the old way.
