Already at the beginning of April it was clear that Ingrids Underwear from Umeå is nominated in the category Store of the Year at the Retail Awards. The winner will be decided on 13 May at the national retail industry party.

The justification reads:

The combination of a deep range and personal service of the highest order has made Ingrid's lingerie store a destination for women around Umeå. The staff have a wealth of product knowledge and work diligently to share it with everyone who visits the store. The vision of providing every woman with a beautiful and sturdy brassiere has lived on since its inception in 1956, and although the retail landscape has changed, Ingrid's women's fashion has remained a valued player among customers.

Offering a specific range to a clearly niche customer group is something we are likely to see more of in the future. It is also interesting to see that personal service and good product knowledge characterise the jury's motivation. These are two of the aspects that are repeatedly highlighted in the discussions we are currently leading on how retailers can be equipped for future opportunities and challenges," says Annakarin Nyberg, programme manager at Future Retail Lab.

The Retail Awards are organised by the Swedish Retail Federation and the trade magazine Market to highlight, reward and celebrate successful companies, people and initiatives in the retail sector. The winners in the thirteen categories are chosen by renowned jury groups and presented at the Retail Awards Gala. The gala is the retail industry's own celebration with mingling, awards ceremony, dinner, entertainment and after party.

The Future Retail Lab programme is a joint venture with the Swedish Retail Federation via the Swedish Merchants' Association Foundation and is also part-financed by EU structural funds. In autumn 2019, a pilot will be carried out in Umeå, with a view to opening up the programme to national participation.