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KappAhl's history begins over 60 years ago in a basement in Gothenburg. This is where Per-Olof opens a coat store with the motto "We will give many people the opportunity to be well dressed". Soon customers are lined up outside to buy Per-Olof's affordable coats. Long distance coach trips are organised to this little basement store and Gothenburg's tram conductors call out "Kapp-Ahl line!" - that's where everyone is going anyway. At the same time the industry is raging over the low prices, and coats have to be shipped in unmarked boxes and unloaded on secret forest roads to avoid the boycott. (More about KappAhl's history.)