Norwich City sell £45,000 of merchandise in Finland
Retail bosses at Norwich City saw a chance to share the love for striker Teemu Pukki in his home nation – selling £45,000 worth of Canaries merchandise in two days.
After the 29-year-old player became a national hero for helping Finland qualify for its first major tournament, Carrow Road heads saw an ideal chance to spread the green and yellow word over in Helsinki.
A commercial team went to a major shopping centre in Kamppi and over the weekend sold more than £45,000 of City merchandise including 1,500 t-shirts, about 350 of the club's most expensive football shirts, socks, bags, keyrings and even Pukki-emblazoned Christmas jumpers.
The club have never done anything like this before but the pop-up initiative aimed to raise the City profile was deemed a huge success.
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Sam Jeffery, head of commercial operations, who went over to Helsinki as part of the team, said: "Our retail team at Kamppi consisted of Kayleigh Coverdale, head of retail and Jessica Chapman, customer service and e-commerce coordinator. They did an amazing job over the two days of trading. We've never done an overseas pop-up retail store before and we've had several emails asking are we going to be back next week.
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"We worked really hard and took more than 90 boxes of merchandise and we sold out of most items; the Christmas jumpers were particularly popular."
The Christmas jumpers had included wording that was a pun on the striker, with 'joulupukki' being a Christmas figure in Finland, literally translated as meaning 'Christmas goat' which apparently the locals loved.
The pop-up came about through organisation with City's sleeve partner, Seriously Digital's Best Fiends, which operates in Helsinki.
"If you were a football fan in Helsinki, you'd definitely be aware of Norwich City," Mr Jeffery added.
The event sparked lots of media interest, with the pop-up making headline news in Ilta-Sanomat, one of Finland's prominent tabloid newspapers.
After Pukki's brace helped to beat Liechtenstein 3-0 in Helsinki, it sparked a pitch invasion and celebrations in the streets of Finland.