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At this point, at the end of Casall’s fifth year of age, the rider to steer him to all this unforgettable successes took to this saddle for the first time: Rolf-Göran Bengtsson. “Breido had suggested it”, Boley said. It was mostly a matter of appraisal, an assessment test, as the Swede’s opinion and experience has always been of great importance to the Holsteiner Verband. Rolf-Göran Bengtsson had “the right feel for Casall right from the start”. Moreover, he also said that he would like to ride him and Casall and Bengtsson have been a team ever since. Calsall’s groom, Celia Rijntjes, who has been taking care of the stallion since his very first day at the Breitenburg stable, belongs to this team as well.
Everybody knows the rest of this story, starting with winning the Holsteiner State Championship in 2005 and a bronze medal at the National Championship, followed by the first international placing at Wiesbaden in 2006. In 2006, Casall was also given his first suffix, “la Silla”, through a sponsorship contract governing the sport horse use of the stallion now called Casall la Silla. This used to be his name until Rolf-Göran Bengtsson started co-operating with the Danish…
Casall, a small Swedish sportswear brand focused on activewear and training gear, is easing into the U.S. with a “grassroots” approach.
“The plan is built around communities and ambassadors,” Jon Lööf, chief executive officer of the Stockholm-based brand, told WWD, describing a plan to build a network of personal trainers and coaches who wear and spread the word about the Casall collection, acting as “ambassadors” for the brand.
Seeking to capture a piece of the U.S. active/athleisure market crowding up with competitors like Lululemon, Nike and Athleta, Casall is taking it step by step without leaping forward with splashy flagships or billboards. The $30 million, 35-year-old brand is initially focusing on Los Angeles and New York City, and currently works with about a dozen trainers in the U.S. and over 100 in Europe.
Casall officially launches e-commerce in the U.S. on Tuesday with free shipping being offered, after having conducted a period of testing. Down the road, pop-ups and wholesaling to better specialty stores in the U.S. are possibilities.
In Europe, Casall sells in its own stores in the Nordics, in sporting goods chains and upscale department stores such as La Rinascente in Italy and Nordiska Kompaniet, known as NK…