Västerås

"There's a lot at stake. If the establishment fails, Erling Persson exposes his entire family to problems – in addition to all the sacrifices they have already made to even be able to open. His reputation as a businessman is good, but a reputation must be nurtured. He has chosen Västerås because he wants to test his business idea a bit away from Stockholm. If it goes south, it would not tarnish his other business activities. But Erling Persson has done business before and tries to shake off the worry."

"The newly-made father of two does everything to get the people of Västerås to buy his clothes. Often, he offers prices up to thirty percent lower than his competitors. Although he earns less per garment with this strategy, the volumes are larger and thus also the total profit.[5](private://read/01jas9tvg84jycb27616w1f9k8/#note-5) He is also concerned that the clothes should follow the latest fashion. He wants to sell to girls "who did not want to look like their mothers," as he described it himself at a store opening.[6](private://read/01jas9tvg84jycb27616w1f9k8/#note-6)"