With the logistics module in Visma Net, Tufte Wear quadrupled its turnover

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“In the years to come, it will be essential to create good customer experiences online.

You must have a digital strategy

“A challenger who gets nothing for free.” That's how Tufte Wear describes itself. Within the sports industry, there are three or four large chains and a good number of smaller players who are eager to enter the big sports stores, says entrepreneur and general manager Per Øyvind Jacobsen.

He also tells us that you never know what might happen, or what might change the interaction between you and your customers. He considers Tufte Wear lucky to have chosen to digitize the store before the COVID-19 pandemic led to lockdown in 2020.

“What turned out very positive for us was that we had a brand new online store and a logistics system that was already up and running. We had a good set-up. Everything worked and was scalable. When people stopped going to stores, we still had a huge growth that we actually had the opportunity to handle,” he says.

In the Norwegian online store, customers can pay with Klarna or Vipps. For customers abroad, they have a solution for international card payment. In addition, they now get the products delivered even faster.

“Porterbuddy is probably the fastest at delivering goods right now. Then the goods arrive at the door the same day. It benefits both us and our customers,” says Per Øyvind.

They have also made it even easier to exchange and return.

“We will make it easy for our customers, both businesses and individuals. We're a brand people trust. It is very safe to shop with us, but we are constantly working to make it even smoother and faster.

He believes that many have been given a kick in the rear considering working more digitally. Where companies have had “digitisation a bit on their hands”, or thought that they will “soon do something about it”, it has become essential to be online. It will only become more important in the years ahead.

“If you don't already have a clear digital strategy, you're too late.

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Increasing sales with e-commerce

CFO Astrid Volldal is proud of what they not only managed to maintain, but also achieved during the pandemic years 2020—2022. Suppliers are any company's best friend, and that's no exception for Tufte Wear, which established new suppliers in a period where it wouldn't have been possible without a digital plan.

“And this despite the fact that we had to show off our collections via a screen. It's harder to sell quality products when you can't see the colors and quality with your own eyes. But sure we got it done!

Also, the dialogue with the corporate customers has become better than what it was before.

“We were in a precarious position as well, but we reached out to meet our customers. Some needed payment deferral, others needed to get part deliveries. That would never have been possible in a heavy system. With the solutions we have, it was not difficult at all,” she says.

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More time for business development

Both Per Øyvind and Astrid want Tufte Wear to grow digitally, but at the same time want to take care of all the physical customers and suppliers they have — and meet them in other ways.

“The systems on the “inside” of our online store are very easy to use. Since I started in the job, I've spent a lot of time playing around with the possibilities. It's been fun coming into a business that's so on the chop. I have a lot of thoughts about what I want to do in the future,” says Astrid.

They have a financial manager with his heart in the right place. For Per Øyvind and the others in Tufte Wear, this means more time to conduct business development. Both of them point to “the living accounting system,” which makes them less dependent on asking their accounting agency for help with all sorts of weirdness.

Our slogan is “Work hard. Feel good”. We work hard to make great clothes, but we also work hard for ourselves. By putting in a good piece of work, you feel all the better afterwards. It's like that with everything in life. You feel a little better after a hard workout too, says Per Øyvind.

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Reports with real-time data

Astrid believes that having “a living software”, that is, an accessible system that is always up to date, is a prerequisite for being able to develop as a company. She herself creates and adapts reports that employees use to make decisions. And she, of course, has a favorite report of her own.

We've called it “available for delivery.” I see not only what is in stock, but also who has the sales orders, who is on the procurement, what is going out now and what is available in the future. This also comes up when we place new sell orders.

Sometimes, for example, they have a customer who wants to order 20 garments. If there is another customer who has made the same reservation, she will contact the seller in question to see if it is possible to make a change.

“Instead of thinking, “No, it's sold,” maybe we'll sell twice as much!

Read about reporting and budgeting in Visma Net

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