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Style, innovation & equality

A new sartorial chapter

Two of the most classical Scandinavian menswear companies are merging to use their common expertise in creating a new level of tailoring and accessories adapted for the changing retail landscape.


Götrich is one of the world’s oldest bespoke tailoring houses, serving discerning men since 1730. Pretty much every historically well known and respected gentleman in Sweden, including royalty, have been a customer of the tailoring house. Baron is a company established in 1978, focused on producing some of the finest bags and leather goods you can find. It’s co-owned by the only Barony in Sweden, the Adelswärd family.

Now the joint venture is owned by businessmen Jocke Hartzell and Simon Berg, the English tailors Cad & The Dandy, Jan Carl and Gustaf Adelswärd, and menswear profile, journalist and entrepreneur Erik Mannby.

— We saw great business potential in this merger, says Mannby. We both have strong brands, catering to men with a taste for finer things. Baron was the bigger business, so for Götrich, it was a way of incorporating their network. Götrich, on the other hand, is an incredibly strong brand. We also bring a portfolio of different values to the table, since we have such a broad variety of skills, networks, and insights between the owners. We’ve also increased the Götrich business several times over in less than two years since we bought the company.

This month Götrich is moving in at Baron’s retail space in central Stockholm.

— Physically it will mean a space for measurements, dressing room and a lounge part, says Mannby. To us, it’s about creating the perfect experience for the customers, akin to what our English partners [Cad & The Dandy] are doing on Savile Row. It’s been hard creating this exactly how we wanted it to in our old space, but in this new space, we have all the right elements in place.

We all know the typical Italian or British sartorial style. Do you see any particular ”Scandinavian” look when it comes to tailoring and made to measure?

— Yes, historically there actually is a distinguishable Scandinavian school of tailoring that’s neither 100% English nor Italian in its shape and form. In short, it’s closer to English/German schools of tailoring but slightly softer. Today though, I think a lot of Swedish tailors take most of their cues from Italy.

Mannby and his colleagues plan a bunch of new products and other special projects for Götrich-Baron.

— We are looking to add some ready-to-wear to the clothing side. We don’t add new products just for the sake of adding new things. A common ground for both sides of the joint business is quality and longevity. We don’t need to change the entire stock yearly since everything’s made to last, both quality wise and stylistically. We already have an e-commerce side to the business, but that will be considerably expanded upon.

And what are your future plans?

— Keep on growing organically, more collaborations, expand digitally and staying true to the core business.