The short story

The brand Rut m.fl. was founded in 2005 by a family-owned Swedish company with over 20 years experience in the fashion retailing industry. Rut m.fl. started as small chain of three stores in Gothenburg and is now represented in more than 250 stores in Scandinavia and Europe. Rut m.fl. offers the latest trends to the best prices. That is what we always aim for. We call it fast fashion with good quality.

The name, the company & the family

m.fl.” is an abbreviation in Swedish which translates “and more” and refers to the fact that Rut m.fl. is an extremely social brand. And that it represents more than just one brand, one style or a very narrow target group. But most importantly the brand as well as the company is very customer oriented. Rut m.fl. is not alone. Her sister brand Serious Sally, is marketed and sold along her side. Rut m.fl. is just like fashion. Always evolving.

Who is Rut?

If Rut was a person she would be a happy go lucky twenty-something girl. Always hanging out with her girlfriends – shopping, partying and having lots of fun together. Rut m.fl. is defined by its fans. Girls, mainly between 18 and 30. Whether they work or study, live in a big or small town, they have a lot of things in common. They are all social, interested in fashion, celebrities and having fun.

Keywords

• Fashion forward
• Girly
• Happy
• Social

Girls just want to have fun!

This is what we believe in. And shopping should definitely be a joyful experience. At Rut m.fl. that is exactly what we deliver!