Kappahl

The Kappahl Group describes itself as one of the leading fashion companies in the Nordic region, with over 340 stores in five countries and online sales in 30 markets. It has been providing affordable and responsible fashion to millions of customers since 1953, and its Kappahl and Newbie brands are underpinned by the vision to create a responsible world of fashion. The company reports 4,000 employees in eight countries in Europe and Asia and a goal of net zero carbon emissions by 2040.

The history of the Kappahl Group begins in 1953, when Per-Olof Ahl opened his first clothing store in Gothenburg, Sweden. The store offered something that was not obvious in those days: the chance for all women to find a reasonably priced coat, whatever their body size. His idea proved to be an instant success. He changed the name of his store to Kapp-Ahl, the nickname he had gained, which means "Coat Ahl". Conductors on the Gothenburg trams began calling out "Change to line Kapp-Ahl" and "Next stop, Kapp-Ahl" over the loudspeakers. The line of customers waiting to get into the small clothing store rapidly grew long, and there were even organised long-distance coach trips to the store. Rival stores, worried and annoyed by his low prices, joined forces to talk suppliers into boycotting his store; coats had to be transported in unlabelled boxes and unloaded on roads hidden away in forests. Companies such as Kapp-Tage and Milk-Ahl also started to appear. Per-Olof tackled the challenges as they arose, and customers continued to grow in number. He emerged victorious and had opened 25 stores across Sweden just ten years after starting his business. On hot days, Per-Olof Ahl and his staff provided customers waiting in line outside his store with ice-cold soft drinks. Today, 70 years down the line, the company describes itself as one of the leading fashion chains in the Nordics.

Affordable and responsible fashion

• Kappahl brand

• Newbie brand

1. 1Welcome to the Kappahl Group | Kappahlkappahl.com
2. 2The history of the Kappahl Group begins in 1953 | Kappahlkappahl.com
3. 3Media and news | Kappahlkappahl.com
4. 4Work with us at the Kappahl Group | Kappahlkappahl.com
5. 5Sweden's Kappahl launches new collection made with recycled materialsfibre2fashion.com