Tell us about how Cissi and Selma started?
‘It all started when I was on maternity leave with my daughter Selma, when she was 10 months old I opened the shop in Södermalm, Stockholm. Back then, the idea was to match mother and daughter outfits and that’s how the name came about. The year was 2007 and even then I tried to find brands with an environmental and sustainable profile, which was very unusual then. Half the store consisted of small unestablished designers who sewed clothing from recycled 60-70s fabrics. A few years later we started designing our clothes.
Can you tell us about your products and which market you are targeting?
Our designs are inspired by the 50s and 70s, and most of them are dresses with lots of colour and patterns. Our vision is that women should dare to wear more colour and dare to be seen. We now have stores in Stockholm and Uppsala, our webshop, and about 70 retailers that carry our brand, mainly in Sweden, Holland, France, and Germany.
Can you tell us how you work with sustainability?
The most important thing for us is that the designs are timeless, the garments should last for many years both in quality and design. Then we also choose organic fabrics or fabrics with a smaller climate footprint, as often as we can. We make small collections and avoid having too many sales. We also have a recycling group where customers can sell and buy garments from our collections so that the garments can have a long life
What do you think are the most important ‘tricks of the trade’ to succeed in what you do?
One important thinh is to have good control of your stock, and never produce/buy more than you think you can sell. Then, I also think that customer service is incredibly important. All customers should get the best service both in our physical stores and when they shop online.
What is your industry like today and what will it be like in the future?
It’s a tough climate right now, many shops are closing. The last few years have been tough for those of us in retail. The pandemic, war, recession, increased freight prices, etc. have affected us a lot. But I still see a bright future! You have to be open to change, look at your business model, and see if it is sustainable for the future. Fast fashion will eventually disappear and people will start to realise that they have to pay for their clothes.
Cissi is optimistic about the future despite challenges such as the pandemic, recession, and changes in the retail sector. With a focus on quality, sustainability, and strong customer service, she believes that Cissi and Selma will continue to light up the fashion world and inspire women to dare to wear more colour for many years to come.