Q | Syversen is celebrating its 75-year
anniversary. How have you achieved continuous success distributing accessories?
On the surface it seems like a rather simple
concept?
A | Erik Syversen:
The work culture in Syversen is the most
important factor. All of us are dedicated
to the work we do and have the ability to
ERIK SYVERSEN
adapt to change in a positive way. We have
proved that we have the talent for finding
and developing on new brands. Efficiency
and seriousness play a central role as well.
But first and foremost our success is due to
our ability to base our work on customer
needs and to build great and long-standing
relationships and partnerships. Moreover,
we are very skilled when it comes to socks,
tights and underwear – both in terms of
RASMUS PALUDAN
product know-how and in our understanding of the industry and market.
Our concept is not as simple as it may sound.
Q | Rasmus Paludan – you are the sales
Q | Erik and Rasmus – how do you see the
multiple brands, which makes Syversen an
manager in Denmark, Sweden, Finland and
future for Syversen – where are the best
the Baltic countries. What is the biggest
possibilities for growth?
to offer a very wide range of products with
to you?
right time. And that is not nearly as simple
a difference each and every day! We are
We offer a variety of socks and tights across
than 10,000 line items in stock allowing us
strength of Syversen’s concept, according
right product in the right quantity at the
A | Our passion and our dedication to make
Q | You are the son of founder Knut
ward, create new needs and wants and
ideal single-source supplier. We have more
frequent short-term deliveries. We sell the
as it sounds.
Syversen, and currently at the helm of the
family company. What are the pros and
cons of being a Norwegian family-owned
company in a global fashion industry?
always determined to push ourselves formake a difference for our customers.
Our approach to business is the result of
75 years of hard work, which makes us an
ideal and trustworthy business partner.
Q | Will we see some exciting news from
A | Erik Syversen:
Syversen in the anniversary year?
ry and chance has brought our offices and
We will continue to develop our brands. If
The physical location of the company is
not of critical importance. A mix of histo-
A | Rasmus Paludan:
hed Syversen Internasjonal AB, a Swedish
the launch of Oroblu Divine – Orublu has
warehouse to Fredrikstad. We establis-
daughter company, last year, which is
set to operate as a customs warehouse,
which will eliminate the minor challenges
associated with Norway not being a part
of the EU.
I were to single out one thing, it would be
developed some fantastic tights made with
nanofibre, which makes for a very resilient
sock with an extra soft feeling. It’s very
A | Rasmus Paludan:
Where there’s life, there’s opportunity…
And where Syversen is – there’s life! So,
basically, I’m positive about the future.
With our strong portfolio of brands, we
can reach a broad audience. I see growth
opportunities for Syversen as a medium
high-end supplier of small-sized items and
a well-established supplier of strong international brands.
Erik Syversen:
We are always looking into new brands. We
are contacted by companies that want us to
distribute their products almost daily. We
love the process of building up new brands.
It cannot be ruled out that we will announce
a new brand at autumn’s fairs.
Our growth potential is huge. Especially in
Sweden, Denmark and Finland.
high-quality tights for women who seek the
best of the best.
MODEBRANCHEN.
| ISSUE NO 03 JULY 2016 | 79