The happiest store in the mall

Photo: Moods of Norway Moods of Norway: “Happy clothes for happy people!” Here’s a look inside the new Moods of Norway store in the Mall of America.

Photo: Moods of Norway
Moods of Norway: “Happy clothes for happy people!” Here’s a look inside the new Moods of Norway store in the Mall of America.

Moods of Norway is pleased as punch to open a new store in the Mall of America in Minneapolis, Minn.

Kelsey Larson

Managing Editor

The happiest and most colorful Norwegian fashion lifestyle brand has come to the heartland of Norwegian-America: Minnesota!

Moods of Norway, headquartered in Stryn, Norway, recently announced the Sept. 6 official opening of its newest retail location at the Mall of American in Minneapolis, Minn., one of the largest malls in the world. The 2,000-square-foot Moods of Norway store will be located in the mall’s South Corridor alongside other luxury brand stores such as Armani A/X and Burberry.

“The mall has been great to work with and we have seen strong support for helping us make the Moods of Norway concept come to life,” says Stefan Dahlkvist, cofounder  of Moods of Norway, of working with the  Mall of America.

“The boutique will house a complete assortment of Moods of Norway categories including men’s and women’s ready-to-wear, footwear, accessories, timepieces and fragrance,” a press release recently described. “The store design expresses a relaxed yet luxurious retail experience enriched with a collection of vintage pieces, modern lighting, one-of-a-kind details and original decorations that hark back to Norwegian tradition.”

Sept. 5 saw the store hosting an exclusive opening event, the Really Really Blonde party, as the Soho, N.Y. location did when it opened in the fall of 2012.

The Norwegian-American community in the Midwest could not be happier about the arrival of Moods of Norway in their corner of the U.S.

In April, Vesterheim Norwegian-American Museum in Decorah, Ia. featured a Moods of Norway style show, with styles modeled by local Norwegian students, in anticipation of the opening.

“Vesterheim was delighted to showcase such a vibrant new company in the Midwest. It was great fun,” said Becky Idstrom, Editorial Assistant at Vesterheim.

Gary Gandrud, Honorary Consul General in Minneapolis, greets the arrival of the store with enthusiasm. “Moods of Norway is an exciting Norwegian company that demonstrates the creative enthusiasm and success that is Norway today. They have the potential to reach generations that will see a Norway that they can relate to. With 42 million visitors a year, the Mall of America is a perfect place for them. Their Grand Opening ‘Really Really Blonde Party’ is demonstrative of this ideal.”

Moods of Norway is just as excited to team up with the people of Minneapolis, both in terms of fashion and heritage. “The four seasons work very well for the Moods of Norway collections,” says Dahlkvist, “and the strong Scandinavian heritage makes it an even better match. We can’t wait to provide ‘cocktail’ dressing for the modern men and women of the region.”

“I am thrilled that Moods is opening a retail destination in the most important Norwegian community in the U.S. (outside of Norway) ” said Moods of Norway, U.S. CEO George Santacroce. “This opening signifies our national rollout of freestanding Moods branded retail locations that will bring this innovative, refreshingly fun-loving brand to the American market. The city of Minneapolis had already welcomed us with open arms.”

Meanwhile, Moods of Norway’s other two U.S. locations, in Los Angeles, Calif. and New York City, are continuing to thrive.

“The reception in SOHO has been fantastic,” says Dahlkvist. “We are getting new local and international clients daily and the interest from stylist and press has been overwhelming in a good way.”

This article originally appeared in the September 6, 2013 issue of the Norwegian American Weekly. To subscribe, visit SUBSCRIBE or call us at (800) 305-0271.

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The Norwegian American is North America's oldest and only Norwegian newspaper, published since May 17, 1889.