The shop where nothing is left to chance

Continuing the journey with a new vision

Top Man has been part of the streetscape on Langgata in Sandnes since 1982. The shop was established by Per Bjelland – father of the current general manager Silje Bjelland Olsson – together with two partners.

After renting a space for a number of years, they had the opportunity to buy their own. So, in 1992, Top Man moved into its own spot on Langgata, where it’s been ever since.

The family bought out the last partner in 2021 and continues to run the store based on the same fundamental values – but with its own unique style, concept and eye for quality.

The founder’s presence can still be clearly felt. Per Bjelland is still a member of the board and contributes where he can, both with practical tasks and valuable experience and advice.

“He’s 85 and was actually at work here today,” says Olsson.

“He loves being here and knows almost all our customers, who also enjoy seeing him again.”

-Completely by coincidence, we met a young TikToker in the shop and established a partnership that has proven to be highly profitable

She describes her father as a natural born salesman with a passion for the business and says that they share many of the same qualities.

“I often ask him for advice. The business is in his blood and he still keeps up with everything, from purchasing and campaigns to development. I’m very proud of everything he’s accomplished and hope to be able to keep going as long as he has.”

Burning the midnight oil

The close working relationship between father and daughter goes beyond values. They also have very similar taste, both in terms of products and presentation.
“The sales staff members who have been with us since my dad was in charge simply say: ‘This is pure Per.’ We have the same preferences and character traits. We’re both passionate about creating beautiful outfits, suggesting combinations and creating holistic displays.”

Before becoming general manager, Olsson worked in the shop, mostly with displays and presentations, interests she continues to cultivate.
“I often find inspiration sitting at a café and people watching in places like Stockholm. This gives me an idea about what might be successful in the shop. When we’re buying new products, I give careful thought to how the clothing will be presented and never buy anything randomly.”

When creating displays, she prefers to work after closing time.
“I’m a night person. When I’m alone in the shop with the music at full blast, my creative juices really get flowing. I can spend hours getting everything just right. The next morning, when someone turns on the music – which is still often at full blast – they often think, ‘Looks like Silje’s been here!’”

-There’s a thought behind everything – including shoes, belts, bracelets and other accessories

Common denominator in the product range

The same holistic approach can be found throughout the entire shop. The product range is put together with passion and know-how, and nothing is displayed randomly.

“I don’t buy one item at a time. I always think about how it will be arranged together on the wall. A pair of green trousers will be displayed next to a matching shirt, so that the connection is clear to customers. There’s a thought behind everything – including shoes, belts, bracelets and other accessories.”

This holistic strategy starts at the trade fairs.

“I prefer a purchasing approach that is effective and in proper order, so our range has a common denominator. When the items arrive, we know that everything goes together. This makes it easy to create good displays – and easy for customers to put together outfits.”

Trust in your own concept

At Top Man, brands aren’t combined on walls or racks. Each supplier has a designated spot in the shop.

“Polo Ralph Lauren has its own area, as does Morris. This creates a better overview and makes the collections more recognisable. Even though we think in terms of individual brands, the collections also need to have a comparable profile. Customers should be able to mix and match them – without us combining the different brands in the presentation itself. And Texcon membership makes everything easier for both our customers and us.”

Olsson determines the product range in close collaboration with the shop manager and preferably with input from Texcon.
“I often start the process by talking to Kristine Andersen. She gives me tips on the latest trends or confirms that I’m on the right track. It’s nice to have someone who can brainstorm with me, a kind of sparring partner. But it’s also important to her that I can trust in my own concept.”

Top Man usually orders items a year in advance. This means it’s important to monitor trends closely, especially since quickly changing trends are important to younger customers.

“What’s important for us is to stay ahead of trends – while also knowing when to move on to the next one. That’s probably the most important lesson I’ve learned,” she says.

TikTok success

Her father’s commitment is a reassurance for Silje, though she is just as interested in getting input from younger employees, as well as her own children. In fact, it was her sons who convinced her to try TikTok.
“I could see that this was very popular and wanted to find a way to reach young people. Completely by coincidence, we met a young TikToker in the shop and established a partnership that has proven to be highly profitable. This has led to a huge boost in showcasing our younger brands – such as Polo Ralph Lauren, UBR, Morris and Pampeano – to a whole new customer group. Even though we also launch our own models and combined campaigns, it is often these young influencer videos that have the biggest impact and produce an immediate effect on sales. Taking that chance is something I’m quite proud of,” she says.

Good meeting places promote a lively city centre
Although marketing activities have been more innovative, the shop’s profile has remained the same.

“We’ve never had a minimalistic style, but one with dark wood, old suitcases and books. We don’t want a sterile look, but a shop design that is warm, personal and inspiring. When regular customers enter the shop, they should experience the same familiar look & feel.”

She also points out that competition in the city is not necessarily negative. When two new men’s shops opened in the same area, she chose to use them as inspiration.
“This has been a positive development. It means that more people come to Langgata and we can focus on making each other better.”

She also thinks it’s important that the city centre continues to evolve with good meeting places and eateries.
“When people have something to do or go out to eat, this brings more life to the city. I notice a huge difference in the number of customers when there’s something going on in the city centre or when the weather is good. The weather here in Sandnes makes a big difference for us and it’s important to take advantage of the days when people are actually out and about.”