Zero AS – a clothing chain with successful growth and a focus on social media

Zero AS is a well-known name in the clothing trade in Finnmark. The company was founded in Vadsø in 1983 by Hege Johnsen, then aged 19. Since then it has grown into a successful clothing chain with 40 employees across several locations in northern Norway.

A growing workforce and a varied range

Today Zero AS has a team of 40 employees, 11 of whom work full time. The rest of the team are part-time staff and extra helpers, many of them school pupils. The company offers a wide range of clothing for both men and women, to suit all ages and styles. The spacious shops have something for every taste and budget. In addition, the shops in Vardø and Vadsø have coffee bars, making shopping a more sociable and enjoyable experience.

Expansion in Finnmark and beyond

Over the years Zero AS has grown steadily. After 20 successful years in Vadsø, they opened a new branch in Vardø. Seven years later came a shop in Tana, marking the start of a period of expansion. Meanwhile, the Vadsø shop kept growing and now covers more than 400 square metres.

When a friend of Hege’s was closing down her clothes shop in Kirkenes, Hege saw an opportunity and took over the premises. Just one year later Zero AS opened another shop at Handelsparken in Kirkenes, also 400 square metres. Today these shops are run by Hege’s children and their partners, ensuring the family’s continued involvement in the business.

Then the expansion continued. The company grew further with a shop in Alta, run by Hege’s son Thomas, and two years later a branch opened in Hammerfest. Finally, in 2024, Zero AS took a big step beyond Finnmark by opening its first shop in Tromsø.

Adapting to the digital age

To meet the growing importance of a digital presence, Zero AS has invested heavily in its online strategy. The company is active on social media, with live broadcasts on Facebook and attractive photos on Instagram, among other things. They are also continually working to improve the online shop to meet customers’ needs.

A typical day at Zero AS

A normal working day at Zero AS is about keeping the shops tidy and inviting. Staff make sure new arrivals are displayed in an eye-catching way. Despite the company’s digital focus, Zero AS values personal contact with its customers. Staff often travel between the shops to meet both customers and colleagues, and to make sure each shop has the stock it needs. The excitement of unpacking new goods and seeing customers’ delight makes the working day more rewarding.

Future plans: a focus on growth and the customer experience

Although Zero AS has no immediate plans to open more shops, it wants instead to focus on improving the customer experience in the existing ones. It also aims to strengthen its online presence.

The benefits of running a shop in Vadsø

Running a shop in Vadsø has many advantages. The town’s residents are good at supporting local businesses, and Zero AS has become an important part of the community. The coffee bar in the shop creates a pleasant atmosphere, so people enjoy their visit. On Saturdays in particular, when the town is full of life, running a shop is extra fun. Events such as Varangerfestivalen give the shop a boost, with lots of visitors and plenty of life in the town centre. Over the years Zero AS has got to know its customers well, which means it can choose products that suit them perfectly.

Zero AS has gone from being a small shop in Vadsø to a significant clothing chain in Finnmark. With its focus on customer service, strategic growth and adapting to the digital age, the company is well equipped for future success.