EU Business News- Scandinavian Business Awards 2024 Best Nationwide Menswear Retailer 2024 – Sweden How you dress forms an impression, so getting your outfit just right for the occasion is a must. However, it’s not the impressions of others that Brothers is concerned with. It’s yours. In the company’s words, “feeling comfortable is way more on point than any short-lived trend,” so it aims to provide the style, fit, and confidence for every man to bring out their inner self. Brothers was founded in 1992 with the slogan, “for boys who have become men.” It was established with the goal of helping men in their late teens transition into a more grown-up way of dressing. In the years since, its mission has broadened to include men of all ages. It takes pride in being the retailer providing not just a new fit but helping men to “grow that extra inch that’s needed for a special occasion, whether it’s the first day at a new job, a meeting at the bank, or that all-important first date.” The premium Swedish menswear at Brothers AB encompasses a wide range of styles, but where it really shines is in the arena of formal and smart casual outfits and suits. From smart jeans and basic t-shirts to sleek leather jackets and luxury suits, Oxford shirts, and ties, it’s a storefront that’s meant to be explored. Whether you go in knowing precisely what you want or are simply looking to see what looks good, there’s something for you. “No matter the occasion, we are there to help. We want to encourage you to do good, look good, and feel good. We want you to be your best self!” In all it does, the company operates according to CEO Christopher Englinde’s guidance, which he offers as advice to fashion retailers. He stresses the importance of trusting your own ideas “while challenging yourself and always striving to do better,” as well as how crucial it is to remain agile. He says, “the market is always changing, so you might as well just embrace it and enjoy the ride.” A pillar of this mindset is listening to customers who provide feedback constantly in the form of what they buy or choose not to buy. It’s all about being a dynamic force in the market, adapting constantly, and never ignoring consumers’ voices. In order to remain relevant and stay a step ahead of economic hurdles, Brothers focuses on agile planning and stocks its stores well with current, high-quality clothes. In the ever-changing fashion landscape, it recognises the need to keep an eye on what’s new and on emerging trends. In doing so, it manages to stay “small enough to be quick and big enough to make an impact.” The company takes its mission seriously as a men’s fashion specialist, and to the team, this means maintaining a combination of brick-and-mortar stores with a growing online presence. Due to various economic strains, many retailers of its type have closed their physical locations, which sets the company apart within its niche. It believes in letting customers walk out of the store knowing that they’ve found exactly what they came for and with immediate confidence in their new or improved look. The team is especially proud of the company’s Scandinavian heritage, citing the area’s long tradition of design and craftsmanship, including in fashion. The area is fertile ground for a business, too, as home to many entrepreneurial minds and thriving companies. Its success and expansion plans include growing its brick-and-mortar presence and trading through one of the largest online marketplaces, staking a greater claim on the international market and bringing its snappy styles and a newfound sense of comfort to the masses. Over 30 years ago, Brothers AB opened its doors to help men find their unique fashion. From seasonal items to basics to the classic Oxford shirt and suits, Brothers provides every man a wardrobe to match the inside to the outside. Its carefully curated, quality selection isn’t just a clothing line. It’s confidence, and it’s the chance to stand out on any occasion like never before. Contact: Christopher Englinde Company: Brothers AB Web Address: www.brothers.se Jun24083
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