Store of the Month October 2024: Berg’s Barn
In the heart of the Swedish countryside, two sisters, Michelle and Ida Berg, have created a Western oasis that challenges traditional fashion boundaries. Berg’s Barn, founded in early 2023, is the result of their deep passion for Western fashion and a desire to introduce this unique style to the Swedish market. From a small store in Örkelljunga to a growing online presence, Berg’s Barn has quickly become a destination for Western enthusiasts across the country. With a focus on quality, authenticity, and personal service, the sisters strive not only to sell clothes but to create a community and inspire their customers to embrace the freedom of the Western lifestyle.
Photographer: Rebecca Svensson
Tell us about Berg’s Barn, how did it all start?
Berg’s Barn was founded by us, Michelle and Ida Berg, two sisters with a deep passion for Western fashion and freedom. Our journey began in early 2023 when we realized there was a lack of Western fashion offerings here in Sweden, a style we had long been fascinated by through the influencer world in the USA. For us, fashion has always been a way to express ourselves, and the Western style brought together our individual styles and became a shared dream. It might seem like cowboy hats and boots belong in the American South, but we were determined to change that image and bring Western culture to Sweden.
From the start, we’ve received incredible support – from friends, family, partners, and curious customers who were already wondering what Berg’s Barn would offer before we even opened. In December 2023, we finally opened the doors to our store in Örkelljunga, and the response was overwhelming. It was packed from opening to closing, everyone with a curiosity and longing to discover a style that had previously been hard to find here in Sweden. Since then, our customer base has only grown, and our inventory and range have more than sextupled. Through social media, we’ve quickly reached Western enthusiasts across the country, and we recently launched an online shop to make it even easier to spread this fantastic lifestyle.
What’s most important to you in customer interactions?
For us, every customer interaction is about more than just sales – it’s about community. We want everyone who visits us to feel like part of our Western family, and that here with us, they’re not just buying clothes, but also finding inspiration to embrace the freedom of the Western lifestyle. We want our customers to feel seen and understood, and we help them find the unique style that reflects their personality.
Many come in and tell us they always wear the same “boring” black clothes, but we encourage them to try something new. When we see them come out of the fitting rooms, surprised at how amazing they look in a more personal style – it really warms our hearts. It’s happened many times that a customer buys their first hat and says they’ll only use it in the garden or for hunting. A few months later, we see them proudly wearing it in the grocery store or on the golf course. It’s a joy to see how their confidence grows, and how they dare to embrace the cowboy or cowgirl style they’ve always dreamed of.
Photographer: Rebecca Svensson
How does the process work when you choose your product range?
When we select products for our range, quality and authenticity are always the focus. We look for brands and designs that combine classic Western style with modern trends while being both functional and stylish. Every garment or accessory we offer is hand-picked, and if something doesn’t meet our high standards, it doesn’t reach the store shelves. It’s important for us to be able to stand behind everything we sell.
We work with both large and small brands from the USA and Europe, and we particularly like supporting smaller companies – just as people have supported and continue to support us. Sustainability is also a central part of our philosophy, and we strive to always choose climate-friendly materials and sustainable delivery methods.
What are your dreams for the future with Berg’s Barn?
Our dream is for Berg’s Barn to continue growing and become Scandinavia’s premier destination for Western fashion, both online and in physical stores. We plan to introduce our own production as part of our wide range to offer even more variety while keeping prices down for our customers. At the same time, we want to expand our equestrian department with more practical tools for farm life.
In the coming year, we also have plans to travel to markets and events to meet more of our fantastic customers and spread the word about our store. This gives us the opportunity to reach out to more enthusiasts and create personal encounters where we can share our love for Western style.
One of our biggest dreams is to use part of our surplus to run a small rescue on a ranch we recently purchased. It’s a generational project for our entire family, and we want to simultaneously support organizations that help animals in need. Through our work, we hope to spread an even greater love and understanding for the Western lifestyle – a lifestyle that we ourselves live and love.
Photographer: Rebecca Svensson
