Flortex – a fashion destination for the whole community

– I grew up in the store, but I never thought I would work in fashion. When I moved back, the shop happened to be for sale – suddenly I was the owner. I have never regretted it, says Josefsen.

From flowers and fabrics to full fashion assortment

The Flortex name was created when Lill’s parents combined flowers and textiles into one concept. In the 1980s, the assortment included both fashion and flowers, until her mother focused solely on flowers and the fashion side remained with Lill.

– For more than 20 years we actually sold fashion and flowers under the same roof. Today it’s only fashion – womenswear, menswear, kids, sports and accessories – but that broad mindset has stayed with us. We want the whole family to shop here.

The store today has about 400 square meters of retail space but feels bigger as it has been expanded several times.

– From the street it looks small, but we have room for everything. People are surprised when they come inside.

Sportswear and team spirit

A key step was joining the Stadion retail group. Sportswear became a natural part of everyday life for many customers in Nordreisa.

– Here people wear outdoor fashion to the store, to work and to the mountains. We saw early on that we needed to offer that lifestyle. In addition, we have club contracts with both handball and football teams – something we had even before joining Stadion. Out in the countryside, you need to attract different consumer groups.

“Out in the countryside, you need to attract different consumer groups.”

Competition in every segment

Even though Storslett is small, there are competitors in every category – womenswear, menswear, kidswear, sport and shoes.

– All are independents like us. But we have survived for 40 years because we are close to our customers. We know what sells, and we know them personally.

Locals and visitors

Most customers are locals, but around 10% of sales come from cabin owners, holidaymakers and camper-tourists.

– Some live in Southern Norway and visit us every summer, following us on social media. Others come with camper vans from Tromsø or Alta because of our large parking area and the fact that we are different.

Buying with the customer in mind

Purchases are made twice a year in Oslo, in addition to trade shows and digital orders.

– Often, I picture the exact customer when I choose a piece. I know who will wear it – and then I know I can sell it.

At the same time, Josefsen is careful to keep inventory low, even if the broad assortment is demanding.

– Many suppliers want us to buy for NOK 100,000 each season, but that’s out of the question. We must be able to buy smaller volumes.

Omnichannel presence

Flortex has its own web shop, accounting for 5–7% of sales.

– It’s not large volumes, but we ship between one and five parcels a day. The web shop is crucial because people browse online before visiting us. They often walk in showing us what they saw on Instagram.

“People stop by because of what they saw on Instagram or Facebook.”

Social media activity is a deliberate strategy:

– We post almost daily. It’s free marketing, and people stop by because of what they saw on Instagram or Facebook. Maybe not the same day, but the following week. Definitely worth the effort.

Family business in practice

Today Lill works full time together with her sister Gunn, plus Camilla Sommerbakk in an 80% position, supported by their mother and younger staff. They even have an in-house seamstress doing alterations – a service customers highly appreciate.

Service as competitive edge

For Josefsen, service is Flortex’ strongest weapon against e-commerce.

– Many people find fashion shopping uncomfortable. Our job is to make the experience easy and pleasant. Sometimes it’s the only friendly conversation they have that day – we want to give them that, every time.

She often tips loyal customers directly.

– When I see a customer, I can say: “I just received something perfect for you.” And it works – because I know them. That kind of experience you never get online.

Customer club and loyalty

Recently Flortex launched its own loyalty program with SMS, birthday greetings and discount codes.

– People like a little surprise now and then. It builds loyalty. We also have customers who only shop twice a year to refill the wardrobe – and they are gold.

Texcon as community

The family has been part of Texcon since the beginning.

– Texcon gives us both inspiration and security – advice on everything from buying to POS systems. At Texcon events we meet colleagues and exchange experiences. Many of the new brands we stock are tips we got there.

The next generation challenge

Looking ahead, Josefsen is most concerned with younger consumers’ online habits.

– They are so specific. They want that jacket in that color and that size. If we cannot deliver, they order online. Before you could suggest alternatives, but that’s harder now.

Still, she believes service and proximity will continue to be Flortex’ strength in the fashion market.