Henriette inherited the store and found its identity

The family-owned fashion store on the high street has existed since 1983, and under the leadership of Henriette Sandaker, it has evolved from a traditional shop into a modern fashion destination with a clear identity, strong relationships, and an uncompromising belief in physical retail experience.

Third Generation in the Family Business

– You can never be everything to everyone. Those who try end up reaching no one, says Henriette.

This insight has been crucial in the development of Porto Bello. Over several years, the team has worked deliberately to define who they are, who they want to be for, and which customers they aim to create value for.

– If no one feels at home with you, no one will feel compelled to stop by. We’ve become much clearer about who we are, and today our core target group is women aged 35 to 50.

The story of Porto Bello spans more than 40 years. It was originally founded in 1983 by Henriette’s grandfather together with her father, Arne Sandaker, and her uncle Gunnar.

For Henriette, the store has been part of her life for as long as she can remember.

– I’ve basically worked here my whole life. When I started full-time in 2016, I began with social media and marketing. Now I own the store and am responsible for its continued development.

Over the years, Porto Bello has gone through several concepts. Originally, it was a menswear shop with a small women’s selection. At one point, they also tried selling snowboard and skateboard equipment.

– We’ve gone through many phases, but the reality is that women simply shop more frequently and have a very different relationship with the stores they visit. It therefore felt natural to build a stronger identity—so we chose to focus and refine our concept.

A Team Where Everyone Has Ownership

When Henriette talks about Porto Bello, it is rarely about herself. Instead, she consistently highlights the people around her.

– I don’t want to be the star of the store. Everyone here is a star.

This mindset shapes the entire company culture. Employees are involved in purchasing, assortment discussions, and key decisions. Lookbooks are reviewed together, and everyone is encouraged to share their opinions.

– I trust people to do their jobs. If you want people to feel ownership, you also have to give them responsibility.

The result is a work environment that creates engagement far beyond working hours. – One of our employees invited the whole team to a summer party at her home. When people genuinely want to spend time together outside of work, it says a lot about the culture we’ve built.

Familiar Faces Create Closeness

Porto Bello was an early adopter of social media. This was one of the first areas Henriette focused on when she joined the business, and today digital platforms are an important part of customer experience.

However, it is not about polished campaigns or professional models.

– We often use our own employees or people customers recognize. It creates a completely different sense of closeness. Many see our photos and think, ‘That’s the person I met last time I visited.

This same sense of familiarity is reflected in the online store, which has developed from a digital showroom into an increasingly important sales channel. Still, Henriette primarily sees it as an extension of the in-store experience.

For Henriette, one thing sets Porto Bello apart from many other players: relationships.

– We have customers who almost come by just to have a chat.

She shares stories of employees remembering details about customers year after year—their children’s names, upcoming holidays, or what they purchased last time.

– It’s the people who matter. Clothes are, of course, what we sell, but that’s not what makes people come back.

This philosophy has made Porto Bello more than just a store. For many customers, it is also a meeting place and a regular stop in the city center.

Believes in the Future of Physical Retail

While many still speak of e-commerce as the big winner, Henriette believes the pendulum is starting to swing back.

– I actually think we’re going to see more physical retail going forward.

She points out that many people, especially younger generations, are beginning to tire of screen-based experiences.

– We want to meet people. We want to feel the fabrics, try on clothes, and get advice. Something happens when you meet face to face.

At the same time, she observes that more and more consumers are becoming conscious of quality and are moving away from fast fashion.

– People think more about what they buy, how long they will use it, and what real value it has.

This does not mean the challenges have disappeared. Customers still try products in-store and find them cheaper online. Even so, Henriette remains optimistic.

– I believe we are learning to appreciate stores again—not just as places to shop, but as places to experience something.

And perhaps that is exactly why Porto Bello still stands strong after more than four decades in the center of Moss: because they have never seen clothing as just clothing.

For them, it is first and foremost about people.