Since making its debut on Chiltern Street in 2010, Trunk Clothiers has carved a niche for its carefully curated, tightly edited men’s clothing and led acharge that has seen a host of men’s labels open alongthe Marylebone street. The store was founded by Sweden-born Mats Klingberg, a former financier who was prompted to branch into the world of men’s fashion retail after becoming fatigued by the lack of considered labels in the capital. The emporium now boasts a roster of brands across fashion and lifestyle, from Comme des GarçonsParfumsto Mackintosh and Valextra.
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I’ve always followed my heart more than my head. I studied hospitality in Switzerland because it really interested me, but then Ithought it would sensible to work for a masters in business back in Stockholm. During that courseI decided to study part of it at the Fashion Institute of Technology in New York. I’d always been really interested in fashion so wanted to combine that with my business sensibility.
It was while workingwith luxury brands during my time at American Expressthat I realised that, despite living in London, I only really shopped for clothes when I travelled, particularly to Japan, Italy or back home in Sweden. I didn’t do much shopping in London. I realised that the brands I sought out weren’t easily available in the UK, and the idea to start a little shop stocking the labels that I myself bought into occurred to me.
It was important for me to create a space for men that was warm and welcoming. I felt there was a real need for it; a lot of guys can be confident and successful at work, but when it comes to clothes they can be a little hesitant. They want to go somewhere they can feel at ease, be relaxed and have people help them. One part of the store was bringing together the brands I felt were right, the other was creating the atmosphere.
I picked the location on Chiltern Street before it was really known; all that was here were bridal shops and specialist shoe stores for women with big feet. However during the time I spent looking at the space, I met AndréBalazsand knew that he was acquiring the old fire station across the road – I could sensethat big things were about to happen. I opened in 2010 and Chiltern Firehouse didn’t open until 2014, so I had a few years to get the business up and running. Ours is a true destination shopper.
It’s a big leap from working in a global corporation to being one person, managing the money coming in and out. You can read all the books you want, but until you launch a business yourself you won’t understandhow it works. Managing cash flow is the most challenging element on a daily basis.
Guy Salter has been a real mentor to me. I met him when I was nominated for – and subsequently won – a Walpole Award. He has great experience in the luxury industry and he’s a great person to know. Being Swedish, it was hard to make contacts with people in this country but we still have a continuous dialogue today.
We see all sorts of men in our store, and I like to think that we’ve earned the trust of our clientele and they appreciate the kind of service we give them. We want to find the style that’s right for each guy. There’s so much more choice out there for men, and more information available, so guysare becoming more educated indeveloping their sense of style.
One of my biggest passions is travel and discovering new things, and the way I’ve shaped Trunk allows me to indulge that. A lot of people leave the corporate world to have control over their time and decide what they do each day, but it’s very easy to let the business take over your life. I’ve really tried to steer the business in a direction that suits my desires and needs; I’m fortunate enough to travel for business and pleasure at the same time.
The best advice I’ve ever been given is just to go for it. Don’t sitaround waiting for things to fall into place. Don’t just think and talk about it, actually do it. It might be the Nike slogan but it rings true – if you’re reasonably smart, you’ll figure things out as you go along.
Trunk Clothiers,8 Chiltern Street,W1U 7PU,trunkclothiers.com
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