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KAPPAHL

Kappahl ready
for next step

Almost 70 years ago, Kappahl’s founder Per-Olof Ahl wanted all women to be able
to dress well at a reasonable price. That motto still applies today, although the

concept has been expanded to also include men and children. Today’s Kappahl is
a profitable fashion company that focuses on diversity and sustainability.

There are probably not many people in Sweden who haven’t HOLISTIC APPROACH TO DESIGN AND SUSTAINABILITY
seen a Kappahl store. Most are familiar with the clothing chain Elisabeth Peregi points out that Kappahl is a fashion chain with its
and have a sense of what it stands for: everyday, affordable own design, production and distribution departments. This means
and responsible fashion for women, children and men. It is less that the entire value chain is controlled by the company itself. To be
well known that the chain has stores in five countries – the Nordic successful, the clothes must be perceived as stylish, comfortable and
countries excluding Denmark, along with Poland and the UK. The affordable, and the customer must be able to trust the company’s
number of brands is also growing. There are Newbie and Minories commitment to sustainability. The clothing industry as a whole is not
for children and babies. kay/day is a women’s brand that focuses on environmentally sustainable, and consumers are increasingly aware
sound materials, sustainability and timeless design. XLNT is a brand of what they are buying.
designed to make those with a fuller figure look good, not just offering
the same garments as the regular range but in bigger sizes. But “We attach great importance to taking responsibility for our footprint
Kappahl’s CEO, Elisabeth Peregi, still sees the company’s heritage and in all aspects of sustainability,” she says. “Our ambition is to halve our
philosophy as a common thread running through today’s business. current environmental footprint. In 2023 we’ll also start implementing
traceability regarding the origin of all garments in terms of materials
“We still work with Per-Olof Ahl’s basic concept, but we do it in a and manufacturing.”
modern way and with a much wider range than just coats as it was back
then,” she says. “We produce 3,600 custom-made items per season.” Sustainability work starts at the drawing board in Mölndal, where 40
designers and design assistants work on selecting materials for long-
lasting clothes. In addition stylish, long-lasting design is a sustainability
factor in itself, because the clothes can be used for a long time.

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