Shop of the Month: Secret of Moose

The Secret of Moose started as a travel blog about Nordic countries after a trip to Norway sparked a newfound interest in Steven. He writes of his experiences in Scandinavia, and tells about interesting topics such as the history and beautiful sights of Søndervig in Denmark, or stunning hikes at Hovs Hallar in Sweden.

Steven’s own experiences with disappointing low-quality merch led to him starting his own shop in 2020 to offer merch for like-minded people to share their passions.

Steven’s Testimonial

Tips & Tricks

What does one need to successfully sell merch?

Authenticity is the key. It is important to convey an authentic connection to the topic.

What did you learn along the way? How did you start Secret of Moose?

The most important lesson for me was: ‘Find a niche topic’. In the beginning, I tried to go across every theme with wild motifs and slogans, which turned out to be less successful.

What is your best advice for partners who are currently starting with their merch business?

Be patient and invest time in reading and learning about merchandising and marketing.

Steven’s designs

What are your 3 favourite or most successful designs?

Sometimes you just have to get away – Sweden – For me, this design symbolises the beginning of success.
North Cape – Is currently the most successful design
SECRET OF MOOSE – My favourite design. Because it reflects what the name ‘Secret of Moose’ could mean

How do you create your designs and what tools do you use?

I mainly work with Adobe Illustrator and Photoshop. I also have a partner who is very good at drawing.

What tips do you have for other partners to create unique designs?

‘Learning by doing’ is my motto. It takes time, but trial-and-error is the best way to learn.

Product selection

What are your most successful products?

Stickers, classic men’s and women’s T-shirts and hoodies.

Which products should definitely be in your shop?

The typical merchandise items such as stickers, shirts, hoodies and mugs

What product features do you particularly value? (sustainability, quality, price, etc.)

Sustainability, quality and price – it’s important to find the right balance for customers here.

Marketing

Where and on which platforms do you market Secret of Moose?

For thematic reasons, my target group is primarily on Facebook. That’s where I do most of my advertising, whether directly in communities or via Facebook marketing.

What content do you create for your target audience to market your products?

For the past 4 years I have been posting mostly on Facebook and Instagram. From the very beginning, I focused on writing articles about Scandinavia and always included products from my shop. Sometimes I have also linked products in these posts that I have uploaded to FB via RSS feed. Or I use mock-ups to create advertising images (people who may correspond to the target group with a suitable environment + shirt, hoodie…or mugs) and make a post about it.

Do you incorporate promotions to boost your sales, and if so, how?

Yes, I use promotions and actively share them with my community.

Steven’s Channels

Has Steven’s story got you inspired? Ready to hit the Nordic coast for a new adventure? Take a little bit of Steven’s adventurous spirit with you and be sure to apply his ethos of authenticity, passion, and quality to your shop!

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