Hygge: A Conceptual Retail Store

    “Hygge” is a Danish word with no direct English translation.  It’s generally used to describe a warm atmosphere, a coziness. It can also be used to describe the feeling or mood that comes from taking a genuine pleasure in making an ordinary thing more beautiful and special. Taking this concept, Hygge intends to be a nontraditional retail space focusing more on the experience rather than the sale of goods.

The Customer.

    Hygge’s target market is young professionals between the ages of 23-34 with good taste and expendable income. They make an annual salary of $60,000 or greater.  They enjoy dressing well and having a home that looks good and makes them feel good.  They are willing to pay a premium for a unique experience.    

The Experience.

    In most retail, you can only buy specific things; in a clothing store, only the clothing is for sale. You can’t buy the fixtures or decorations and you aren’t expected to want to.  At Hygge, everything is for sale.  The store has an open floor plan and is laid out like a studio apartment. It aims to be familiar, which gives the customer a sense of comfort. You’re able to buy everything from clothing and jewelry to the curtain rods.  There’s a minimal staff presence of at most 2 people.  They don’t stand around and hover over the customer, nor are they meticulously tidying the space.  In most cases they’re sitting or standing around available to answer questions, or just talk.  Hygge doesn’t have to be about purchasing goods, the space is also available to sit and read a publication, to chat with friends, or to have a drink a drink and relax.

The Merchandise.

    The product and merchandise will be a highly curated selection of high quality goods that have a story either behind the product itself or the company.  Hygge is intended to be a home for hard to find goods in the states as well as a physical location where online only brands can be seen and felt in person.  Clothing will be a focus, with a concentration on well designed and crafted garments.  The furniture will be high quality with a focus on handmade and bespoke pieces.  The furniture aims to be a source of exposure for made-to-order and one of a kind furniture craftsmen.  Hygge would be a middle ground between the customer and craftsmen aiming to make the experience as hands on as the customer would like.  This is to give someone the unique experience of having a piece in their home be seen in every stage of development and to have a part in the creative process. Textiles, lighting, and various other home goods will be part of the space as well, once again with a focus on well constructed and beautifully designed.  With the ability and availability of the space for guests to sit down with a magazine and relax , publications are another part of Hygge’s merchandise.  Aiming to be a location where hard to find publications are always available and in stock, it also is used as a space to introduce the customer to more independent and unknown magazines.  A common scenario should be someone coming in for Kinfolk, for example, and walking out with three to four other publications that intrigued them.

The Numbers.

    With a potential location in Atlanta, GA.  Hygge has access to a Total Area Market of roughly 9.7 million people in Georgia and a Serviceable Area Market of 448 thousand people in Atlanta.  The target market in Atlanta is roughly 38,500 people who fit the profile and realistically with the employees and services offered, Hygge will have a market share of 3,850 customer annually.

Marketing and Advertising.

    Word about Hygge will get around almost purely through word of mouth.  Customers will tell their friends and families about there experience and that “interesting new space that’s on the corner.”  With Hygge catering to a crowd active on social media, news about the space will expand organically throughout the city, state, and country; with the ultimate goal of becoming a spot locals check in on once a week to see what’s new and to hang out and chat, as well as be a must see spot for people visiting the area.  As with most new brands starting nowadays, the space will maintain an Instagram that not only captures the beauty of the space, but also spotlights the various products and happenings going on in the store.  The Instagram would be accessible to those not necessarily interested in purchasing anything, but who enjoy looking at well laid out and beautiful compositions and pictures.  The brands that are carried and featured in the store would advertise that their products are carried in Hygge and would be additional word of mouth.

Expansion.

    Hygge’s ultimate goal is to not only be a conceptual retail space, but also be an event space as well as offering design services.  Through events in the space, Hygge would expand it’s reach to those who might not necessarily be within the target market as well as introducing a new form of revenue.  Hygge would host it’s own events which would either focus on brand spotlights, new products, or general community events; as well as offering customers to rent out the space for their own private events.  Ultimately, Hygge would also offer design services for a variety of things.  Whether it be company branding, or user interface and user experience design, consumers would come to Hygge because they appreciate the eye that the company has and wants to translate that into their vision.