Norway’s Denim Queen – Still Hungry for Growth After 20 Years!

When Tone Næss founded Stay Hungry in 2006, she had one clear ambition: to build strong brands together with strong partners. Nearly 20 years later, the company has become the Wrangler Group’s largest external partner, has established both Lee and Wrangler as strong brands in the Norwegian market, and continues to grow through long-term relationships with retailers.

It is no coincidence.

Building Two Global Brands in Norway

– I have always had a strategy of working with brands that think long term. The same applies to our partners. We want to work with professional people who believe in the products and want to build something over time, says Tone Næss.

Tone began her career at Levi’s before founding her first company in the early 2000s. Lee was already part of the portfolio, but after selling the business in 2007, she established Stay Hungry and was simultaneously given the opportunity to build Wrangler in Norway.

Since then, the company has grown into a key player within distribution, agency and retail, with a showroom, multiple sales channels and a clear specialisation in denim.

Lee and Wrangler are two of the world’s most iconic denim brands, dating back to 1889 and 1947 respectively. Both have helped shape the history of denim for generations, and Tone believes it is precisely the combination of strong heritage and the ability to evolve that has been crucial to their success.

– We are denim experts. Behind our products lies hundreds of years of combined experience in fit, production, logistics and product development. That expertise gives confidence to both us and the retailers we work with.

At Stay Hungry, the job is about far more than simply selling a collection. The company closely monitors what actually sells through in stores and uses these insights to ensure fast replenishment throughout the season.

– Our most important goal is sell-out. If the products don’t sell through to the end customer, we haven’t done our job.

Tone Næss believes the most profitable inventory strategy is to combine a strong core assortment with frequent replenishment throughout the season. Seasonal products should sell through, while strong core styles should always be available. A supplier with high delivery precision and rapid replenishment gives retailers the flexibility to meet demand and maintain strong product availability throughout the season.

Capturing the Zeitgeist

In recent years, Wrangler has experienced a clear revival in Norway, thanks to Stay Hungry. Much of the company’s focus has been directed towards the women’s market.

– Women often set the direction for fashion trends. That’s why we are building Wrangler Female with products that meet a clear demand. The fit has to be right, the quality must be high and the price attractive. Customers are more focused on value for money than they have been for a long time.

At the same time, she sees how trends such as the Urban Cowboy aesthetic, music, social media and new personalities have given denim a new lease of life among younger consumers.

– When the right retailers bring in the products and people discover them, the volume follows. Then it’s our job to deliver.

Fit remains the company’s greatest competitive advantage.

– We see both twelve-year-olds and adult women finding Wrangler jeans that fit them. It’s about developing styles that work for many different body shapes, not just one.

Retail Still Matters Most

Although e-commerce has grown significantly in recent years, Tone believes that physical retail has once again taken on a more important role.

– Since the pandemic, many people have rediscovered the value of the in-store shopping experience. Customers are looking for inspiration, service and memorable experiences. That’s why I believe shopping events, community and engaging retail environments will become even more important in the years ahead.

She also points out that the retail industry has become far more professional than when she first started. In the past, many decisions were based on instinct. Today, decisions are driven by sales data, logistics, gross margins and analytics.

– Buyers are incredibly skilled. They know their numbers and understand what they want to achieve. That also makes the dialogue between supplier and retailer much better.

Three Rules That Have Never Changed

Alongside Lee and Wrangler, Stay Hungry has also taken on a new challenge. As the saying goes, the apple doesn’t fall far from the tree. Tone’s daughter, Frida Leonore, has founded the swimwear brand Leonore Swim, which is already stocked by a number of carefully curated retailers and is now expanding internationally.

Tone is now using nearly two decades of brand-building experience to support the next generation.

– It’s incredibly rewarding to be able to pass on what we’ve learned over so many years.”

Although the industry has changed enormously since she started, there are still three principles that continue to guide Tone—and that she hopes to pass on to those around her:

• You don’t have to work with people who are difficult to work with.
• Never promise more than you can deliver.
• And when everything is in place, don’t be afraid to close the deal.

Perhaps that’s also why the advice she would give her younger entrepreneurial self remains exactly the same.

– Stick to the plan. Lots of people will offer advice along the way, and it’s easy to start looking for the problems outside yourself. But if you do the work properly and don’t give up, you’re very difficult to beat.”

– We’re called Stay Hungry for a reason. You should always stay hungry to become a little bit better.”