THREE SISTERS…: And one pair of shoes. Or better make that eight. The Minimarket siblings, Sofie, Jennifer and Pernilla Elvestedt, flew into Berlin from Stockholm Thursday to launch a special pair of sandals they created for Baerck, the fashionable but easy-going concept store in the Hackesche Market area. The platform sandals in blue, green, and zebra-printed cowhide are the newest version of what has become a Minimarket spring staple, and were produced for Baerck in a very limited edition of eight pairs at 250 euros, or $325, a shot.
“This model always does well. The casualness of style lets us be crazy” in terms of color and pattern, said Sofie, the eldest Elvestedt who heads up marketing and co-designs Minimarket with her with sisters. “We sell a lot of crazy shoes,” she added. “One season we did a lot of black models – the Swedes are practical people. But it hurt sales. We need practical styles for Sweden and fun things for everyone else. Though the stricter stores in Sweden are now also buying the crazier looks.”
Minimarket got its start as a shop in Stockholm, and morphed into a fashion label in 2006. Shoes hit the line-up five years ago, and now represent 50 percent of the brand’s sales. “It’s common for stores to try the shoes first and then go into the apparel, and it’s a super good way to spread the label,” Sofie remarked.
While they view the Baerck project as a fun little side-step at “one of our favorite shops,” it also reflects an increased emphasis on Germany, which is the brand’s second most important market after Sweden.