ABOUT US
Lager 157 was founded in Gällstad, Sweden in 1999. Gällstad is a small town with a long history of textile development and production, located in the heart of Sjuhärad, Sweden's textile mecca. In the 1960s, there were many sewing factories, knitting mills, and weaving mills in this area. In the 1970s, the Sjuhärad region was the center of Swedish denim production, with over 100 factories. Sweden's leading jeans brands produced durable garments here, made to be worn many times.
We proudly carry on this tradition. A deep interest in denim and basics is rooted in us. This means we preserve and develop knowledge here in the area for future generations. Still in Gällstad. Still in an old sewing factory from the 1960s.
157 comes from the number of the road that runs right outside the office.
OUR HISTORY AT A GLANCE
1989
The predecessor "Billighetskompaniet" was started by Stefan Palm.
1999
Lager 157 was born in Gällstad with the business idea of "branded clothing at a maximum of half the price." In 7 months, the company had a turnover of 23 million SEK and made a profit in its first year.
2005
The first establishment outside of Gällstad was made in an old factory building in the small village of Sågmyra in Dalarna.
2010
First E-commerce Order!
The new business and assortment model crystallized as in-house brands took up an increasingly larger space. Control over the entire supply chain is the strategy.
2015
The transformation into "The New Lager 157" is fully completed, and the assortment now consists only of in-house brands. Denim & Basics is the clearly defined focus.
2018
The store in Luleå opens, and Lager 157 is now present in about 30 locations, from Malmö in the south to Luleå in the north.
2019
The first establishment abroad is made in Oslo, Norway. The international journey has begun.
2020
Finland is added. The international expansion is increasing.
2022
The first store and e-commerce site are opened in Denmark.
THE HERITAGE
I grew up with a grandfather who was a tailor.
From a poor background in Småland, he made his way through hard work to the Tailor Academy in Stockholm and eventually to Oscar Jacobsson and the textile industry of Sjuhäradsbygden.
Small. Personal.
He was the only employee.
In his small tailor shop, he sewed suits for the directors of t he small city. Something
he nearly continued doing until he died.
My grandfather was a simple man. And elegant. None more worthy.
He knew what life entailed, with all its nuances and challenges. But it would never occur to him to complain or put his problems onto anyone else.
He was a friendly man who believed in equality, long before it was invented and
modern.
He walked and picked flowers for his wife.
He liked beautiful things.
He acknowledged all people. It didn’t matter where they came from or their status.
Always just as friendly. But maybe a bit more friendly to those who needed it the
most.
My grandfather loved music. He had a special way of gently waving, vibrating his hands when he heard a piece he liked.
He painted pictures. Every time when I would sleep over at his house (I often did, as I recall) we would paint. Oil paints, easel and brushes.
We painted and we talked.
My grandfather taught me about what’s important. I didn’t understand it then, when it happened. It’s only now, much later, I actually understand.
He taught me about what’s important in life, just as he taught me about clothes.
Use, care for and repair if needed. Respect every garment.
It was my grandfather who showed me the way into the textile in dustry.
TO BE ON THE CUSTOMER'S SIDE
I don’t really know what has driven me, but I have always enjoyed selling things at a good price.
There was a small sock factory on the street where I grew up. A nice little factory that manufactured all sorts of socks. It was fascinating to see how the socks were produced by the machines stitch by stitch. The sound and the feeling of creating something were absolutely magnetic, and I felt at home there.As I remember it, I was there often and each time I asked if I could buy second-quality socks. I was always given the same answer, sorry we don’t have any today (the manufacturer had market traders who had already bought them all). But one day, I was allowed to buy some. The logo on the socks for “IKEA Family” was slightly wrong so there was a larger batch of socks left over and I was allowed to buy a bag. Success! I paid SEK 4 per pair and then the only thing left to do was to get out there and sell them.
I knocked on every single door in the neighbourhood. I charged SEK 10 per pair or three for SEK 25 and they sold. Like hotcakes. Not to mention the fact that they were good too. I probably could have charged a couple of Krona more, but I liked making a lot of sales. Preferably at every door I knocked on, so I set a price that everyone could and would pay. Turning a slightly skeptical lady who opened the door into not only a customer but also into some one who offered me a cookie and a smile was a fantastic feeling.
I have many similar stories from my early years and all of them have a couple things in common, namely, a good price and a very satisfied customer.
This is the way we have always thought and always will do.
A GREAT PLACE TO GROW
Working at 157 includes the opportunity to develop. Professionally, of course, but also as a person. That’s always our goal.
Achieving this requires good dialogue, cooperation and not least leadership.
Believing in each other. Striving to create a safe environment where everyone feels safe to express their opinions. Always being constructive and respectful when talking to each other.
Especially, in challenging situations.
By achieving this, we lay the foundations for you, and everyone else, to be able to thrive and develop within the company.
Some stay for a short while. Others stay longer. But everyone should leave with positive experiences and fond memories, remembering their time here as a “time of growth”.
DENIM & BASIC – THE SAVIOUR IN THE SCHOOLYARD
At no other time or place are clothes as important as they are in the schoolyard.
We all have experiences of how school can often be a tough environment. You must keep up with your homework, make it work with friends, be good at sports and, not least, keep up with the latest fashion and have the right appearance.
During these years, clothing and style can be perceived as the difference between heaven and hell.
One of our most important tasks is to work against this hell.
By creating clothes that are credible in their expression and their style, without costing a fortune, we work to make life a little easier for those who can’t or don’t want to invest in expensive branded clothing.
WORLD-CLASS COMPANY
The most important and interesting challenge.
Creating a world-class company.
World-class companies excel in every aspect.
From their focus on customers and products to their overall offering. But also, in all their processes.
In their way of collaborating with partners.
And in how they take responsibility for contributing to a good and sustainable society.
We strive for the best quality and development in departments and how they together create a whole.
A world-class company that endures and evolves “forever”.
BEING A GLOBAL BRAND
Just imagine.
Being able to connect with the entire world.
To people and cultures around the globe.
From Nordic capitals, European metropolises and the classic streets of Los Angeles.
Perhaps naive? Yes, most likely.
But we embrace naivety for a reason.
Perhaps it’s precisely this trait that helps us break away from the familiar?
From endeavors that no longer bear fruit.
In the beginning, human life was about sheer survival.
Seafarers dreamt of a better life.
For us, it’s about the idea of doing something good for “all people.”
Is it good?
Is it important?
Regardless... it’s a dream.
And it’s alive.
OUR PRICES
Sometimes we’re asked how we manage to keep our prices so low. Essentially, it’s simple.
We are careful with our resources.
We design for efficient production. We remove unnecessary details that do not enhance the quality or function of the garment. This also applies to related processes. For instance, for almost 15 years we’ve refrained from using plastic packaging around our garments.
We only produce products with high demand. This means that we offer fewer items in our offer, but they last longer and are produced in longer series. This is much more efficient than the usual industry standard. It also means a lower proportion of products ending up on sale or at risk remaining unsold.
We streamline all aspects of the production and distribution chain to optimize the cost base. For example, almost all of our stores are located in more affordable volume retail locations.
We don’t invest in any marketing. No digital marketing from Google, Facebook, Instagram or TikTok. Only organic marketing directly from us to the end customer. The ultimate goal is for the customer to drive the marketing themselves. “Word of mouth”. Trustworthy and effective.
We keep all other costs low. Often with positive side effects. For example, we shoot all our pictures in Gällstad, using local models. Lower cost. No unnecessary air travel for hired models.
OUR BUSINESS IDEA
GREAT BASICS FOR ALL PEOPLE
We create great basic clothing for everyday wear.
Products that everyone needs.
Products that we take for granted. Classics.
Products that can be “used over and over again”.
With the QUALITY appreciated by discerning customers.
With a clean DESIGN that works in all wardrobes.
At a PRICE that EVERYONE can afford.
THE 157 CULTURE
1. LOVE MAKING GOOD BUSINESS
Making good deals is about passion. Staying attuned to society and industry developments and seeing where opportunities lie. Find top selling products. Volume and sharp negotiations drive development and added value. Good deals for us, our customers and our suppliers.
2. CAREFUL WITH OUR RESOURCES
Cost consciousness is a key part of Lager 157’s DNA. Always being cautious with resources is not only financially wise but also environmentally responsible.
3. MEET FOR REAL
Meeting face to face is when good business deals occur. Good relationships are profitable and developmental. Meeting face to face is not just an action but an attitude, no matter when or where this happens. Really get to know the customer/supplier.
Listen to them. See them. But also see each other. In the office. In the store. In the warehouse.
It is up to us to do it together. We achieve this through “meet for real”.
We always strive to make our encounters as close and genuine as we possibly can.
4. SIMPLE / PROFESSIONAL / SECURE
We embrace simplicity. We dare to do the obvious that no-one else dares to do. Not controlled by anything other than our own views. Even though this means that we are not part of the group. This is precisely how we are. We go our own way.
5. DISCIPLINED / PROCESS-DRIVEN / LONG-TERM
We know that disciplined repetition of key tasks leads to success. Therefore, we are extremely focused on our key figures. In our weekly analysis. In our weekly routines.
Week in, week out. Year in and year out, we find small improvements that ultimately make a big difference.
6. 102%
We continuously strive to become better. It is difficult. But important. Vital. There is no alternative. Continuous improvement is viability. Attitude. Heart.
We find the basis for the improvements in the analysis of customer feedback, behavior and the way the market is developing. Every week.
102%
7. WHEN WILL WE DO THIS? NOW!
We invest a lot of energy in finding out how things stand. Then we carefully evaluate and anchor. No time wasted, but with quality.
Decision. Then: DO IT! NOW!
100% CUSTOMER FOCUS
Our raison d’être lies in putting the customer at the center.
Our business model and the volume of customers mean that we cannot provide each customer with personalized service throughout the entire visit. Our way of working is heavily based on clarity and mechanical service. It should be clear and easy to find. At the same time, we have a mission to see people. We do it on at least two occasions for every visit and these two are considered sacred.
When the customer arrives. Welcome to Lager 157!When the customer is at the end of the visit: at the checkout. Thank you for shopping with us! We hope to see you again!