INTERVIEW #57 GREATER MINI MART
Based in: Copenhagen
Founded in: 2022
Founded by: Fie Spangsberg
Shop at/ship to: Webshop with worldwide shipping. Occasionally popping at places in Copenhagen with good people and good coffee.
Instagram: @Greaterminimart
What is Greater Mini Mart and what is the story behind this cool initiative?
Around the time my son was born, I started looking for clothes for him. I couldn’t really find anything that excited me. So I thought about what kids wore when I grew up. Now I sound old, but back in the ’90s there was so much colour, heavy denim, volume and attitude. Children's clothing was more fun, displayed more personality and enabled playing. I began the search for these pieces, and when I managed to find something cool, I felt nostalgic and I couldn’t help myself. All of a sudden I bought things in way bigger sizes than I needed for my son. I thought it would be a shame if it wouldn’t be worn until my son could fit them. So that’s how Greater Mini Mart started!
How does the concept work?
In Greater Mini Mart you’ll find children’s all-purpose vintage clothing. We carry sizes from baby to teen. It is a mix of overalls, oversized jackets, rugby polos, corduroy pants and much more. These pieces are unfortunately not easy to find so I spend a long time searching (so my customers won’t have to) for the styles and qualities. Luckily doing this is searching is a meditative thing for me - retail therapy without the feeling of guilt. I have contacts in different countries who help me bundle and ship the stuff I buy to me. It's really an operation, you wouldn’t think so. I can’t find the stuff I want in Denmark, so most of what you see in the shop is from all over the world.
We sell online and ship worldwide and we have this buy-back scheme, where we offer to buy the items back when they are out-grown. There are several reasons for this, one being that these items are hard to find, so we want to keep them in our range, another reason is that we want them to be loved by as many as possible because the quality allows for it. For the time being you only find children’s clothes in the shop, but I’m thinking of expanding our assortment with different categories. I would love to create new styles from deadstock fabrics to complement the vintage goods. Or maybe even team up with brands who do this kind already.
A lot of people have also asked me if I could start selling vintage clothing for grown-ups. So who knows, maybe that would be a thing in the future.
Who is the typical Greater Mini Mart Customer? Who shops from the online store?
I don’t think there is a typical customer, hopefully, it can be anyone who has kids in their life in some way and who appreciates greater goods. People who care about our planet and good style - feeling good, while looking good kinda thing.
What can one expect to find there?
First of all, childhood memories! On a more tangible note, one can find cool vintage clothing for children in good quality from brands that had their heydays in the 90s.
What have been and are the major challenges of starting Greater Mini Mart?
First of all, actually doing it. Launching it, making the idea come to life. Presenting it to people as an actual thing. I’ve had the idea for two years, but didn’t do much about it. Kinda waiting for that perfect timing, thinking that you need to know everything beforehand and have everything thought-through.
The real challenges are related to running Greater Mini Mart. There’s a big difference between starting something to running something. Running a company is all about being patient and doing your thing despite anything. Become relevant, express yourself, repeat yourself, and stay relevant. Become the first thing they think about when they think of vintage clothes for their kids. I often compare it to buying stocks. You have to believe in your strategy. Think long-term. Don’t obsess about the numbers and don’t check those too often. Sit tight and in this case - post a lot on Instagram. I’m a classic over-thinker and just posting things doesn’t come naturally to me, so that’s a challenge.
But running a business allows a lot of personal progress. It is equally challenging and rewarding! I get so proud when people understand my vision and I’m SO thankful for anyone who supports my little business. I don’t have a business if I don’t have customers. It is as simple as that. I’ve also gotten some newfound respect for all the people who run small businesses. And they will forever be my first choice to support.
To be honest it is not easy being a small business owner at the moment. Greater Mini Mart is a side project for me, so I’m not really financially dependent on it. I also didn’t look too much into the financials before launching it, which I’m happy about. It is definitely for the love, and not the money that I’m doing this. End of the day my mission is to make more people choose second-hand/vintage as their first choice and not to get rich. It's been a real eye-opener how much quantities matter if you want to make money. Which is a shame. People have been so used to cheap clothes, and cheap prices often come from mass production.
What has been the largest gain so far?
Learning to enjoy the process. I’ve always been very focused on the end result, the achievement, but doing this I am forced to enjoy the process. And concentrate on each face of the process means that I have to allow myself to solve as I go, and learn as I do. I also love the opportunities that follow a project like this. Whenever I tell someone about it, they have an idea or know someone I could talk to. It opens up doors everywhere.
What do you think needs to change now in the fashion industry to make it more sustainable?
The mindset of the consumers. Everyone needs to think “preloved” first if they are going to buy something. And that preloved items have the same or even higher value than new! Only buy new, if you really need something to be new. Then demand products of good quality and be willing to pay for them. And support small business owners!
Also imagine what would happen if there was no such thing as “sale, Black Friday, discounts, stock sale, etc.”… Imagine what that would mean for the world if products had a fixed price and you could only get something cheaper by buying it used. The demand would drop, and then the supply would have to follow. Also, you wouldn’t end up owning things you don’t need or use. As a business owner (sounds so formal) I’ve decided that all my prices are fixed, and I will never do discounts or sales. I only want people to buy things from my shop if they really want them.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
Make “preloved” your first choice whenever it is possible. And support small businesses! It matters! Imagine the future if we don’t succeed in changing our behaviour and solving climate challenges. That’s a vision which is hard to unsee.